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Posted: August 25th, 2024
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
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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
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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.
The Coffee Café day organization is currently one of the biggest and fastest growing
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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
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Cafés, where people gather together for enjoy the party; get to gather and major things conversation over coffee.
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”.
Coffees & Teas Refreshing
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Eatables
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Cafe Mocha
Caffe Latte
Guava
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Cafe Borgia
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Barista French Press
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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.
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.
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.
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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
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,
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for the second time in its short career of 7 years retained the position as the largest coffee
exporter of India.
Coffee Day – Fresh & Ground
Café Coffee Day
Coffee Day – Vending
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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.
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Achievement
Coffee – Winner of Platinum, Gold, Silver and Bronze medals at the India
Barista Championship 2002
Coffees & Teas Refreshing Alternatives Eatables
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Café Mocha
Irish coffee
Blood Orange
Cool Blue
Pineapple Crush
Emerald Ice
Ruby Surprise
Banana n’ Walnut Cake
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Chocolate Doughnut
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French Fries
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Wraps
Biryani
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Scoop of Ice cream
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Fruit Juices
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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
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.
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.
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.
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:
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.
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.
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
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.
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,
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.
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.
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.
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.
•€ 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 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.
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