It all began around 1000 A. D. when Arab traders began to cultivate coffee beans In large plantations. They began to boil the beans creating a drink they calle’QAHWA’ Which translates to ‘ that which prevents sleep’? The drink has become widely popular, and need for coffee beans grew. The brief timeline for the growth of coffee, cafés and
Everything related is given below:
First discovery of coffee berries.
Legend of goat herder Kalid of Ethiopia, who notices goats are friskier after eating
Red barriers of a local shrub. Experiments with the berries himself and begins to
feel happier.
The first coffee trees are cultivated on the Arabian Peninsula. Coffee is firstly roasted
And boiled by Arabs making ‘ QAHWA’. The first coffee house opened in Italy in1654.
b. The Coffee Café day Industry
The Coffee Café day organization is currently one of the biggest and fastest growing
Sectors (business) in INDIA. The industry consists of a mix of individual cafés, hotel cafés and retail café chains.
Individual Cafés:
The main bulk of revenue earned, individual cafés, run mostly by families and friends. It is a relatively unorganized sector. There is millions of such cafés
Around the world, and they are provided customers by friendly homely, casual experience.
These cafés are mainly in Europe, where every little town or village and city has local
Cafés, where people gather together for enjoy the party; get to gather and major things conversation over coffee.
2. THE BARISTA INDUSTRY
Barista coffee was establishes in 1999 with the aim of identifying growth opportunities in the coffee business. More significantly, barista believes they have quickly to spot a latent need waiting to be
Trapped. Coffee lover person seek a complete experience. One that combines intelligent positioning with the right product mix and carefully designed
Cafés. In other words, customers seek an “ experiential lifestyle brand”.
a. Marketing Mix
Coffees & Teas Refreshing
Eatables
Coffee with Milk Smoothies Sandwiches
Cappuccino
Cafe Mocha
Caffe Latte
Guava
Mango
Grape
Paneer Tikka
Cheese & Tomato
Chicken Tikka
Smoked Chicken
Black Coffee Granitas Rolls
Espresso Italian
EsperanoTM
Americano
Blue Curacao
Lime Ice
Mixed Fruit Tango
Guava Crush
Kadhai Planer Roll
Chicken Masala Roll
Dessert Coffees Milk Based Pastas
Latte Bianco
Cafe Borgia
Strawberry Freeze
Mocha Freeze
Espresso
Tangy Tomato Pasta
Creamy Chicken Pasts
Cold Coffees Iced Tea Other Food
BrrristaTM
Brrrista Frappe
Brrrista BlastTM
Iced café Mocha
Lemon
Peach
BBQChicken Croissant
Coffee Add-ons Other Drinks Desserts
Various Flavours
Chocolate Fudge
Whipped Cream
Espresso Shot
Ice Cream Scoop
Ginger Fizz
Kinley Water
Walnut Brownie
Mocha Excess
Chocolate Excess
Dark Temptation
Chocolate Mousse
Chocolate Chip Muffin
Almond Raisin Muffin
Apple Cake
Teas
Assam
English breakfast
Darjeeling
Earl Grey
Distributed.
b. Merchandise
Tiramisu Flavors
Coffee Mugs
Blue Curacao
Barista French Press
Barista Coffee Beans
Printed T-Shirt
Toffee & Mouth freshener
Process:
The food and beverages order and delivery process at same in cafe coffee day and Barista is based on self- service, where a customer goes up to the counter to place his order, and goes back to the counter to pick his delivery himself.
c. Human Resources
Barista and cafe coffee day’s growth has sparked of a greater need for more and more human resources. This poses a challenge for both cafes to ensure that their employees are all across the country well trained and provide consistent service at every outlet.
Recruitment & Selection:
Barista currently opens a new outlet somewhere in the country every 10-12 days. The
Spurt of growth can only be successful if they have the right people working for them.
The high expansion means that more staff is needed immediately at the Counter Staff
And Field Staff Level. This is only possible is Barista uses the correct recruitment and
Selection policy
3. STUDY ON CAFÉ COFFEE DAY
a. Corporate Profile
It was in the golden soil of Chikmagalur that a traditional family owned a few acres of
coffee estates, which yielded rich coffee beans. Soon Amalgamated Bean Coffee Trading
Company Limited, popularly known as Coffee Day was formed. With a rich coffee
Growing tradition since 1875 behind it coupled with the opportunity that arose with the
deregulation of the coffee board in the early nineties, Coffee Day began exporting coffee
To the connoisseurs across USA, Europe & Japan. In the calendar year 2000, Coffee Day
exported more than 27000 tonnes of coffee valued at US$ 60 m to these countries and,
for the second time in its short career of 7 years retained the position as the largest coffee
exporter of India.
Coffee Day Comprises of the following Sub Brands
Coffee Day – Fresh & Ground
Café Coffee Day
Coffee Day – Vending
Coffee Day – Xpress
Coffee Day – Exports
Coffee Day – Perfect
Café Coffee Day currently owns and operates 1050 cafes in all major cities in India. And two cafe out of the INDIA It is a
part of India’s largest coffee conglomerate named cafe Coffee Day, Rs. 200 crore ISO 9002 certified company. Coffee Day’s most unique aspect is that it grows the coffee it serves.
Achievement
Coffee – Winner of Platinum, Gold, Silver and Bronze medals at the India
Barista Championship 2002
Product or cafe menu
Coffees & Teas Refreshing Alternatives Eatables
Hot Coffee Granitas Melting Moments
Espresso
Espresso Americano
Macchiato
Cappuchino
Café Latte
Chococinno
Café Mocha
Irish coffee
Blood Orange
Cool Blue
Pineapple Crush
Emerald Ice
Ruby Surprise
Banana n’ Walnut Cake
Banana Chocolate Mousse
Banana Caramel pie
Chocolate Doughnut
Cookies
Marble Cake
Pineapple Getaux
Chocolate Cake
International Coffee Smoothies Ice Creams
Colombian Juan Valdez
Ethiopian Qahwah
Kenyan Safari
Mango Colada
Strawberry Colada
Vanilla
Chocolate
Seasons Best
Cold Coffee Cremona’s Quick Bites
Sweet Mint
Cold Sparkle
Brandied Banana
Tropical Iceberg
Iced Eskimo
Litchi
Ginger Spice
Pina Colada
Samosa
Puff
Pizza
Croissant
French Fries
Kathi Roll
Wraps
Biryani
Sandwiches
Kulcha
Burger
Pasta
Masala Sandwich
Coffee Add-ons Cool Refreshers
Honey
Flavored Syrups
Red Eye
Whipped Cream
Scoop of Ice cream
Chocolate Sauce
Fruit Juices
Mineral Water
Teas
Assam Tea
Masala Chai
Lemon ‘ n Ice Tea
Kashmiri Qahwah
Apple n Cranberry ice tea
Merchandising:
At Café Coffee Day merchandise has started more as a sentimental thing than as a revenue stream. They wanted to reward coffee lovers and they started selling mugs. People wanted to wear something that reminded them of the cafe so they designed T-shirts and sold thousands of those. But soon it has become a serious business. 5 per cent of their revenue comes from the merchandising.
Café Coffee Day sold lots of young merchandise by its stores:
Caps
T-Shirts
Bags
Mugs
Coffee Filters
Coffee Powders
Coffee Mints
Pens
Order Process:
The Café Coffee Day is based on self-service, where the customers go to the counter to place their order. Whereas they are delivered by own, where they wait for some time for the customer to pick up the order but if the customers take too if long then the order delivered on customer table.
Locations:
Café Coffee Day looked to cater to their target market by strategically located outlets.
Their outlets are generally located in High Street/ Family Entertainment Centers.
Considering their generic appeal, there are Barista outlets located in and around Malls,
Cinemas, Colleges, Offices, etc. This endorses their brand image of a café that appeals to coffee lovers of all ages.
c. Human Resources
With the boost in the number of their retail outlets, Café Coffee Day had to concentrate
On the quality and quantity of their human resource in order to meet up with the set
Standards. They make sure that the employees all across the country are well trained and
provide consistent services at every outlet.
Recruitment & Selection:
It is the process of differentiating between applicants in order to identify those with a
greater likelihood of success in a job. The role of selection in an organization’s
Effectiveness is crucial for at least two reasons; first work performance depends on
Individuals and second because of the costs incurred in hiring individuals is enormous for
An organization.
1. Psychometric tests, Behavioural Intelligence Test, Logical thinking and Comprehension
Test.
2. Application blank.
3. Personal Interview, Operations Interview, Regional Manager Interview.
For Area Manager:
4. SURVEY ANALYSIS
a. Taste & Quality of Products
The first parameter that respondents were asked to rate was the taste and the quality of
the products available at both Barista and Café Coffee Day. Essentially these products are
Coffees, Other Drinks (like Granitas, Cremosas etc.), eatables and desserts.
Finding out how customers feel about the taste and quality of products offered, could
help both these organizations improve their share, by adapting and improving their
products.
Prices
Customer’s perception of prices plays a very important role in a service sector industry.
Because of the intangible nature of a service, prices are often regarded an approximate
indicators of quality.
Pricing policy affects the cafés revenue directly. The higher the price, the larger the profit
margins, but the lower the price, the higher the market share. In a retail café chain
though, volumes are what count- that’s why the more competitive the price is, the better
For the firm.
b. Comparative Rating – Order Time
Order Time is the time taken from when the customer wants to place an order, till when
The order process is completed. The order process largely affects the order time.
Café Coffee Day scored higher than Barista.
Some respondents attributed Café Coffee Day’s faster order time to the fact that they had
More staff on hand than Barista (in a café of the same average size). to their taste
Availability
The availability of products is essential to ensure customer order fulfillment it. People visit cafés primarily because they serve coffee and eatables. These are their
basic products, without which the café itself would cease to exist. That’s why it is
essential for cafés to make sure the food and drinks they have on their menu are available
to customers when they place their order.
For the purpose of this survey, respondents were asked to rate the availability of the
coffee, drinks, eatables/ snack and desserts of their choice.
c. Comparative Rating – Coffee of Choice
Making the coffee of choice available to the customer poses a different sort of problem to
cafés. While a plain black coffee or milk- based coffee is always available, the flavored
coffees, which are not ordered very often, may be unavailable due to insufficient supply
caused by varied demand. Considering coffee is their core product, both cafés performed
exceptionally well. Barista was marginally ahead of Café Coffee Day,
5. CONCLUSION
Barista
1. Average taste & quality of products:
According to the market survey, other than their Dessert, Barista got only an
average rating for the taste & quality of their products. Considering their
strong brand image of being the coffee- lover’s traditional café, they have not
performed up to expectations in this area.
2. Perceived as an expensive brand:
Customer perceptions of Barista’s prices and value for money are quite
negative. Even though the prices of Barista and Café Coffee Day are almost
identical, Barista is still perceived as the more expensive brand.
a. Café Coffee Day
1. Weak brand image:
The Café Coffee Day brand, although clearly a youth- oriented brand, lacks
the power and strength expected to maintain brand loyalty. The brand doesn’t
project a clear image to customers about what Café Coffee Day is all about.
This could prove as a deterrent during future national and international
expansion.
2. Inefficient human resources:
According to the market survey, Café Coffee Day’s staff received only an
average rating for their behavior and service. Café Coffee Day needs to work
hard at this aspect, especially considering they are a service sector
organization that is looking at large expansion.
b. RECOMMENDATION & SUGGESTIONS
Barista
•€ Barista has an extremely strong brand image, but they need to work hard on
improving their customer perception of being and expensive brand. Barista and
more expensive brand.
•€ That’s why my first recommendation for Barista is, to carry out a promotion
campaign to ensure that their target market is well aware of their current low
prices. This would help change customer perception and turn Barista into an
affordable brand.
Café Coffee Day
•€ Café Coffee Day has done extremely well so far to project itself as an
affordable youth- oriented brand. But there are still certain areas where
their brand needs to be much stronger.
•€ With regard to the physical evidence associated with the brand, Café
Coffee Day needs to do a lot of work if they hope to catch up with Barista.
My first recommendation for Café Coffee Day is to clean up the décor at
every outlet, wherever unnecessary advertising is taking place.