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FOUNDATION FOR LIBERAL AND MANAGEMENT EDUCATION (FLAME

)

Wich Latte
Final Report on India’s first Sandwich & Bagels Café

Mentor: Mr. Nishit Jain Marketing Manager, Wich Latte

By: Harsh Mehta 61209 Flame School of Communication (FSC) - 2
Dt.: 20/03/2013

Marketing and expansion of first ever sandwich café in India which encompasses the fast-paced concept of sandwich bars in New York, while retaining the personal style of Indian Hospitality and warmth.

Acknowledgement:
The work done in the following report is under the valuable guidance of Mr.Nishit Jain, Marketing Manager, Wich latte. I wish to sincerely thank him, for his valuable feedback, tips and learning’s given all through my research on the project. I would also like to thank Mr. Amogh Aundhekar, General Manager, Wich Latte, Mr. Rohit Mishra, Store & Marketing Manager, the store managers of all the other two outlets in Mumbai, and the staff and the employees of Wich Latte, for guiding me through with their valuable inputs, suggestions and giving me many useful insights in understanding the working and operations of Wich Latte. Also, Spark Restaurantuers Pvt. Ltd., the organization, for allowing me to do my Graduation project on their brand, Wich Latte. I am grateful to the dean of Flame School of Communication (FSC), Mr. Achyut Vaze for allowing us to make a Graduation project on the subject of our interest so as to gain more practical knowledge in the area of our specialization. Prof. Ravindra Kowadkar for his help and insights to gather the information needed. To the FSC program office. Ms. Esha Parag Shah for her support and guiding me in the process of my survey and the constant motivation and lastly to all my classmates and friends in FLAME for making me learn from their experiences and for being an integral part of my learning’s over here in last two years. I am grateful to the above mentioned to bestow me with this opportunity to showcase my knowledge, learning and understanding of concepts and its application in real work atmosphere and excess to company’s work and understanding. I would like to thank, FLAME School of Communication for giving me the opportunity for showcasing my knowledge in the field of Marketing which I gained here during my study for complete experience and understanding in the course. I would also like to thank all those people who have contributed to my knowledge during the course in FLAME.

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Declaration:
I, Harsh Kiran Mehta, student of FLAME School Of Communication, FLAME, Pune, and studying my Post Graduation, hereby declare that, I have completed the project on “Marketing and Expansion of Wich Latte”, in the time prescribed. The information hereby submitted is genuine and practical to the best of my knowledge.

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Consent Letter by the Industry Mentor: Mr. Nishit Jain, Marketing Manager, Wich Latte

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Sr. No. 1. 2.

Content Title Background ~ Introduction ~ Vision ~ Services ~ Products ~ Awards & Recognitions

Page No. 1

1 2 2 2 3 3 3 4 4 5 5 6 6 6 6 8 9 9 10 11 11 13 15 16 16 17 18 19 20 21 21

3. 4. 5.

Objectives Research Questions Survey of Secondary data ~ Testimonials ~ Guest Speakers ~ Wired testimonials

6. 7.

Findings of the Gaps Strategic Issues ~ Operations ~ Marketing

8. 9.

Summary of findings Current Strategy ~ Marketing ~ Operations

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Primary Survey ~ Customers Questionnaire ~ Analysis ~ Non-customers Questionnaire ~ Analysis

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Consumers feedback ~ Kandivali East ~ Kandivali West ~ Andheri East ~ Colaba, Lower Parel & Fort ~ Observations

12.

Suggestions

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Title: Marketing & Expansion of Wich Latte

Background:
Introduction: Wich Latte is India’s first sandwich café. It has derived its name from Sandwich and Latte. Wich Latte, the newest addition to the casual dining market, was started by Abedin Sham, an entrepreneur & Surendra Sanil, an executive chef. It is a part of Spark Restauranteurs Pvt. Ltd. Presently; it is based in Mumbai with two main outlets and one 24 hours Express outlet. Wich Latte first opened its doors in December 2007. It encompasses the fast-paced concept of sandwich bars in New York, while retaining the personal style of Indian Hospitality and warmth. Aiming to be India’s first Sandwich and Bagel café, they are extremely particular when it comes to the customer’s satisfaction. At Wich Latte they are extremely particular when it comes to quality. Their most important detail is sandwich quality in both ingredient sourcing and preparation. They provide a service of freshly baked bread, bagels and desserts, while creating the perfect balance, with local and imported produce being used in the food. All the outlets source their food from a central kitchen. Sandwiches provide a healthy, fresh and delicious option for the meals especially when it’s made from the finest quality of ingredients. At Wich Latte, the options are endless: In their cafe model, one can enjoy complete table-service, while at the Food Court; they can enjoy a more casual, self-service experience. Whichever they choose, product quality is still top on Wich Latte’s list–ensuring that customer’s are served a meal that is both fresh and wholesome.

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Vision: “Our customers will always be provided with the freshest quality food and beverages, served in a clean environment at an outstanding value for the customers and stakeholders alike by our fast, friendly and efficient employees.”

Services: Dine In Service The store will provide dine-in services where customers can enjoy their varied menu in the casual comfortable atmosphere of the cafe. QSR Outlets The “QSR” or quick service restaurant outlets will provide a self service model for customers to enjoy quick, healthy, fresh and reliable food served by friendly and efficient employees. Delivery and Take Out They provide delivery service of their menu items from their outlet to one’s comfort and convenience. Catering and Banquets They also have a catering and banqueting division at Wich Latte where they cater to large Weddings, Corporate lunches, Birthdays and all other events.

Products: The Sandwiches and Bagels At Wich Latte, they aim to let their sandwiches speak for themselves. The quality of ingredients in their sandwiches & bagels is paramount towards creating a wholesome and healthy meal choice.

The Desserts Their desserts are made fresh every morning by their highly trained team members to ensure consistency in quality and taste. They use the finest
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chocolate in order to provide better quality and texture and make the dessert more authentic; which is also the reason they use imported cheeses for the cheesecakes and German cherries for the black forest cakes. The Coffees They serve a mix of Arabica and Robusta coffee beans and freshly grind the coffee and hand make it for every order. The Bread At Wich Latte, they strongly believe that the quality of bread dictates the quality of the sandwich, which is why they freshly bake their own bread every day. They have a keen focus on bread quality and give their guests; the choice of a variety of freshly baked bread, hot out of the oven with whole grain options giving customers all the nutritious goodness in each fresh bite. Their bagels are poached in honey water to achieve the trademark chewiness, and sweetness in every bite. Awards & Recognitions: “Best Sandwich Award” by Burrp Wich Latte gets a mention in “Places to eat” in Lonely Planet India edition 2012

Objectives:
“Ways to increase Brand Awareness along with the implementation of new marketing & expansion strategy.” The main objective of this project is to determine the marketing strategy for awareness and expansion of Wich Latte. Wich Latte, as of now, has a very minimal awareness and hence a strong marketing strategy needs to be implemented in order to bring in more customers into the outlets. Also it has been making loss since its inception and so a thorough research work is needed to find the faults, review it, redesign and restructure it and turn the loss making into a profit making venture.

Research Questions:
Wich Latte being in its 6th year in the industry has still not been recognized all over Mumbai itself and so the main research is based on to find the faults in their marketing strategy and suggest a new marketing and expansion plans with improved operations. Research is based on the feedback of the marketing manager, consumers and some internet research. The main question is what are the faults at Wich Latte? What planning and implementation is done until now? And why the brand’s performance is so low?
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Survey of Secondary data:
Data on Wich Latte is very less on the internet. Some food and entertainment based websites have written a small article which are dated back to 3-5 years back. And also that data’s are for the outlets which are not operational anymore. As not many articles are being written on Wich Latte but the consumer feedback or reviews on many online restaurant and lifestyle guide websites like burrp, Zomato etc. have given a fair understanding of the strengths and weakness of the restaurant and also throws light on what consumers expect and what they got. Testimonials: In the press

Wich Latte gets a mention in 'places to eat' in Lonely Planet India edition for 2012.

Wich Latte puts Barista and CCD to shame. The coffee is better and made with much more care than you get at either of these two coffee shops. What really sets Wich Latte apart is the fact that they have really fantastic food and desserts to go along with their coffee.

Best turkey sandwich in Mumbai (the Lindsey)!! Also, great coffee, good service, and my American friend fell in love with the apple crumble for dessert. Small place, but has good ambience. Good hang-out for an easy-going meal with friends.

Wich Latte is a great place to head to for giant salads, fabulously fresh dessert, innovatively stuffed sandwiches and green tea.

Mumbai to be bewitched by Wich Latte expansion…

Wich Latte has the usual assortment of comfort food. The sandwiches are made of quality ingredients and the breads are baked in-house. The food is delicious and the menu has been wellthought out, with textures and flavors that complement each other. Recommended options include Mexican Bagels (Salsa and Cheese) & Focaccia Funghi (mushrooms in vinegar).
Food Critics have rated Wich Latte Sandwiches as amongst the Best in Mumbai
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Guest Speaks Ritika Kumar @ Zomato: Wich Latte is a lovely place near my house that has come up recently. I have to have my Sunday morning brunch with my children here. They serve great sandwiches and are reasonably price than the regular CCD's and Baristas. The seating is comfortable and it has a very playful ambiance which is why my children love coming here. It's fun to just sit, eat and relax at such a wonderful place. You so have to try this place! Amishi Shah @ Zomato: I think this is one of the only restaurants in town that serves soup is a bowl made of bread! So essentially you can have your bowl and eat it too! A great concept and a great place to for a light soup and a sandwich meal. I can never choose from the great variety of sandwiches that they have and always end up making my own. A must try are the curly fries that they have to offer, they go so well with anything you eat there! Wired Testimonials:

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Findings of the Gaps:
The major drawback is no constant website update. Wich Latte has turned into a pure vegetarian kitchen restaurant a year back, but their website still has the old data with both Veg. & Non-veg. products. Also the store location on website suggests that there are outlets in Colaba and Lower Parel area’s but that outlets are no more in operation. Also there is no mention of new operational outlets. Colaba outlet being the first outlet to be opened in Mumbai, many reviews, articles and blogs are just written on it. After that not many reviews by the eminent personality of the industry or any food and lifestyle guides have suggested or written anything on Wich latte.

Strategic issues:
Wich Latte has many strategic issues which are needed to be dealt with for smooth and effective functioning of the restaurant: 1. Lack of number of outlets. 2. No promotion 3. Lack of marketing strategies 4. Lack of awareness of the brand, and many more… Operations: Wich Latte is currently operating with two of their flagship outlets at Kandivali East & West and one QSR outlet at Andheri East Station. With such less number of outlets in city like Mumbai, it’s difficult to survive the constant competition from the local and foreign brands. Marketing: Wich Latte, since inception, did less or no marketing at all as a whole. There’s just a Facebook and Twitter page in the name of marketing.

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Facebook Page

Twitter Page

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Summary of findings:
Wich Latte is liked by lots of its consumers, especially for its food. The reviews on the food guide magazines and websites suggests that consumers are looking forward to visit this place. Non-veg. food at Wich Latte was most liked product of Wich Latte and majority of reviews are written on them. Also their monopoly product Bagels are cherished by the consumers. But Wich Latte is still in its introduction stage after 5 years of inception, and this is majorly due to a very low brand awareness and recognition among the consumers. The main reason for this is lack of marketing strategies implemented by them. The only thing they did in the name of marketing at the time of inception was Facebook and Twitter page of Wich Latte and they depended majorly on word of mouth strategy. So majority of consumers were totally clueless of any such restaurant. Also those who visited the restaurant were the ones who were busy shopping on streets and came across it and so decided to try it out.

A peculiar problem with Wich Latte is that they are not firm with their menu. Firstly entire kitchen was converted into Vegetarian when the consumers loved their non-veg. Also then they introduced ‘Make your own sandwich’ option which was also liked by customers but was discontinued. This continuous adding and deleting from the menu confuses the customers and thus they lose charm of Wich Latte. With so less number of outlets in Mumbai, it is very likely to get unnoticed by the consumers as many national and international competitors are present in the industry with many outlets all over Mumbai, and also Kandivali being far from the main city, thus accessibility of Wich Latte is difficult for the consumers. Non-veg. was the most liked product of the consumers but it was discontinued due to the religious issue with one of the investors. Also Colaba outlet had gained some popularity within food lovers and was running successfully due to its food especially non-veg. but its abrupt closedown led to dismay within the consumers.

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In short, Wich Latte is loved and savored by its existing customers, but it has not been able to draw many customers due to their lack of marketing and thus to improve their walk-ins, they should do a hardcore marketing campaign along with digital marketing.

Current Strategy :
Wich Latte had totally converted itself from a Non-vegetarian restaurant to a Vegetarian restaurant from January, 2013, due change in their location and hence to adapt accordingly. They had shifted from Colaba to Kandivali where the consumer’s perception is totally different. Gujarati & Marwari being in majority led Wich Latte take this step of conversion. Currently Wich Latte targets youth and middle age people around 18-45 years, from the middle class and above background. They have tied up with online tool for food delivery, foodpanda.in, where consumers can place order online and get it delivered. Consumers get food on a discounted rate if they order their food through this website and get it delivered. In this way they have made it easier and cheaper for consumers to have their products and also thus increase their sales. Wich Latte has realized its mistake and thus has taken up its Marketing failure seriously and has started working on it. Since past 6 months Wich Latte has recruited new employees who have specialized in the field of Marketing and Operations and thus they have started undertaking the following steps: Marketing 1. Brand awareness through Social Media like Facebook and Twitter. 2. Continuous promotional activity at the stores by putting up standies for better reach to the people walking by. E.g.: "Yummy Meals @ Great Deals"-Combos Starting Just @ Rs 49/3. Leafleting and paper inserts in the local areas. 4. Charting out a marketing calendar keeping in mind the important dates e.g.: distribution of 20% discount vouchers to all women clients with a view to celebrate Woman's Day.
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5. Mass SMS and Mailing to the customer database about the promotional activities. 6. Online deal tie ups like timesdeal & groupon. Currently a running deal with timesdeal as Buy 1 Get 1 Free on Bagels and Desserts is on. This in order to make the Bagels and Desserts popular among the local residents of the area. 7. Creating awareness through cross promotions with spas, gyms and gaming cafes in the area. E.g.: They have a running deal with Gold’s gym where the gym puts on the posters of Wich Latte in their premises and vice-versa. 8. College events sponsorship on pure branding and stall activities. E.g.: They did pure branding from Sardar Patel Technology School, Andheri and a Stall activity for Thodomal College of Engineering. 9. Promotion of Loyalty cards to retain their existing customers. Operations 1. Identification of a location. 2. Market survey to understand the buying behavioral pattern of the local residents. 3. If suitable in accordance with the market survey and rentals as per working from Cost-Benefit analysis then freeze the location. 4. Arrange for Electrical, Mechanical, Plumbing and Interior service providers to do the place. 5. Source out the kitchen equipment required and order it. 6. Source out the right staff through various job portals, catering colleges and references. 7. Apply for all the food licenses and ensure the store is all food licenses compliant. 8. Tie ups with raw material supply vendors. 9. Make SOP (Standard Operating Procedures) for the store to maintain standardization. 10. Ensuring smooth control and coordination. Wich Latte is planning to come up with many QSR’s all across India. They have a tie up with IRCTC, and thus they can set up their QSR outlets at stations across India. In Process Railways Outlets: Jhansi – Madhya Pradesh, Hubli – Karnataka, Kopergaon - Maharashtra They have another thirty 24 hrs railway outlets sanctioned with the IRCTC and are in process to go up live. Sales have gone up by 20-25%, after the implementation of the above strategies thus likely gained more brand awareness.

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Primary Survey
A survey was conducted to get a consumer review about Wich Latte. This survey was undertaking into two parts, first questionnaire is for Customers and other is for Non-customers. This would help to get a better view of Wich Latte from the perspective of both kinds of consumers. Wich Latte has gained many consumers but revenue is not generating up to the mark and the main reason for this is many people are not aware of Wich Latte. This survey helps to get consumers understanding of Wich Latte. For Customers: 1. Name*: Age*: Profession*:

2. From where did you learn about Wich Latte?* o o o o o o Word of mouth Friend/s Website Facebook/ Social media Leaflets/ Pamphlets/ Brochures Other…………………………….. (Please Specify)

3. What comes in your mind first on hearing ‘Wich Latte’?* …………………………………………………………………………………………………………… ………………………… 4. Which outlets have you tried?* o o o o o Colaba Lower Parel Kandivali (East) Kandivali (West) Andheri Station

5. Which product did you like the most and why?* …………………………………………………………………………………………………………… ………………………… 6. Which product did you dislike and why?* …………………………………………………………………………………………………………… …………………………
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7. Do you think it was a wise decision of Wich Latte to turn into a fully Vegetarian restaurant from the Non-vegetarian one? (Yes/No & Why?)* …………………………………………………………………………………………………………… ………………………… 8. Rate Wich Latte on the below given factors on the scale of 5 (5 being the highest)* Factors/ Rate Ambience Quality Service Satisfaction Value for money Staff 1 2 3 4 5

9. Rate the below mentioned Café’s on the scale of 5 (5 being the highest) on the given parameters.* Café’s Price Ambience Quality Staff Service Over all Wich latte Subway Barista CCD

10. Have you seen any kind of promotional or marketing activity done by Wich Latte? If yes then what kind of?* …………………………………………………………………………………………………………… ………………………… 11. What suggestion would you like to give to Wich Latte for improvement?* …………………………………………………………………………………………………………… ………………………… 12. Would you recommend Wich Latte to anyone?* …………………………………………………………………………………………………………… …………………………

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Analysis: Wich Latte has by far attracted many consumers and majority of them about Wich Latte either by their friends or they were just passing by and decided to have a quick bite. To sum it up, it can be said that their marketing through leaflets or Facebook etc. is less effective. Wich Latte tends to confuse the consumers about its name and thus many take it as just coffee shop by hearing Latte. Well many answered as Sandwiches and Coffee but that was the outcome because they could make out the meaning of Wich and differentiate Wich and Latte. Their monopoly product Bagels are most loved product, especially Mexican Bagel. Also many felt that the product, Soup in Bread Bowl is something unique and never heard off. Most of the consumers complained about their beverages not good or up to the mark. Cold Coffee and Cold chocolate has a similar taste like we prepare at home.

Wise Decision of conversion
25% 55% Yes No 20% Doesn't matter

Decision of conversion into pure Veg. was indeed a wise decision according to the consumers
14 12 10 1 8 6 4 2 0 Ambience Quality Service Satisfaction Value for money Staff 2 3 4 5

Consumers rated Wich Latte with good reviews on the basis of 6 parameters: Ambience, Quality, Service, Satisfaction, and Value for money & Staff. (On the scale of 5, where 5 being the highest) Ambience: Majority of the consumers rated it good. Around 10 people rated it 3. Also 4 people rated it 4 and also other 4 rated 5. So overall we can say that ambience of all Wich Latte outlets is decent enough.
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Quality: Consumers feel that the quality of Wich Latte products is very good and thus 10 customers rated it at 4, along with 6 customers who rated it at 3 and rest 4 voted it at 5. Service: Customers love the service provided by Wich Latte. 10 customers and other 8 customers have voted Wich Latte on terms of Service at 3 and 4 respectively. Satisfaction: Wich Latte products provide immense satisfaction to the consumers and thus 12 people out of 20 have voted it at 4. Value for money: For Value for money of Wich Latte, people are happy and have no issues and so have marked it almost more than good. 8 people voted it at 3, 6 people at 4 and 4 people at 5. Staff: Staff seems to be courteous and good as 18 people have voted it at 3 and 4 combined.

Consumers were asked to vote on Overall basis on Wich Latte and its other 3 competitors. Below is the graph combining all the 20 votes (On the scale of 5).
80 70 60 50 40 30 20 10 0 Over All Wich Latte Subway Barista CCD

From the graph we can make out that 20 people collectively have rated Wich Latte at 72, whereas Subway is just below it at 68, Barista at 66 and CCD at 58. This figure is after calculating all the 20 votes in this category. The main point to highlight here is almost all the customers said that they have never saw any kind of promotion ever done by Wich Latte. Only one said that a leaflet was left at home and one other said that she receives promotional and offer SMS’s as she had been to Wich Latte. All the 20 customers said that they would happily recommend Wich Latte to their friends.

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For Non-Customers: 1. Name*: Age*: 2. Which café do you visit more often?* …………………………………………………………………………………………………………… ………………………… 3. Is it a veg. or a non-veg. café?* o Veg. o Non-veg. 4. What do you like/dislike most of that place?* o Like……………………………………………….. o Dislike……………………………………………. 5. Have you ever heard of Wich Latte?* o Yes o No 6. If yes, then from where did you learn about Wich Latte? o Friend/s o Website o Facebook/ Social media o Leaflets/ Pamphlets/ Brochures o Other…………………………….. (Please Specify) 7. What do you think would be lacking in their communication?* …………………………………………………………………………………………………………… ……………………….. 8. What comes in your mind first on hearing ‘Wich Latte’?* …………………………………………………………………………………………………………… ………………………… 9. What do you think of the concept Sandwich Café?* …………………………………………………………………………………………………………… ………………………… 10. Would you like to try their monopoly product ‘Bagels’?* o Yes o No Profession*:

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Analysis: Survey of Non Consumers gave a very broad image of their perception on Wich Latte and thus can help to determine the reason of them being the non customers still. The very first question on Wich latte put the consumers in fix, and they were confused of any such name. Around 70% of people said that they have never heard of Wich Latte and rest 30% said they have heard and amongst them also it was noted that around 60% said that they heard of Wich Latte through friends.

Heard Of Wich latte
30% 70% Yes No

Non customers when asked what they felt would Wich latte be lacking in their Communication plan, almost everyone replied that there no proper marketing. Many people are clueless of their Cuisine and location. They are not talking about their USP and thus they are not creating their brand awareness in this highly competitive market where consumers have many offers and choices and there are many good players in the industry. On being asked about their perception of the name ‘Wich Latte’, many important feedbacks were received. Overall majority of them said that it’s a weird name. Only a very few people could guess out that it has something to do with sandwiches and coffee. While many thought it’s just a café by hearing latte. What they think of the concept? When this was being asked 50% of people said it’s a good concept while rest 50% said that there’s nothing unusual in it and it won’t work. Everyone said that they would like to try their monopoly product, Bagels. And in suggestion everyone said that more awareness and marketing is needed. While doing the survey, it came into notice that people of Kandivali themselves don’t know that there is a restaurant called Wich Latte near there locality. Almost 75% said that they are clueless of any such thing.

Consumers Feedback:
(According to Consumers feedback forms collected by Wich Latte) Survey of the consumers at the outlets gave a very broad overview of the working of all 3 outlets. Although all the outlets are under the same brand name, there are lots of differences amongst the three. Below is the overview of the three individual outlets:
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Kandivali East Total Area of the outlet: 250 sq. ft. Started: 27th December, 2013 Location: Surrounded by many housing societies around, Thakur Village, Kandivali East Conversion into fully Veg.: 1st February, 2013 Avg. customers per day: 35 Area competitor: Rama’s - fast food, Sandwizza, The Hangla Café, Café Chokolade, Kwanz - a Chinese eatery, a local fruit & juice shop, Hangout, Gelato, Naturals, and lots of street food. This outlet is being operational since 1 year and 3 months. In the beginning it was started as pure veg. outlet of Wich Latte. Later was shifted to Non-Veg. outlet and finally on 1st February, 2013 it was again converted into a Veg. outlet. They have received good response from the consumers for their total veg. menu, but before 1st Feb., 2013, customers were not happy with the service but as of now they are getting good response for that too. They don’t have Pizza’s & Garlic breads as of yet in their menu. Consumers were asked to give their feedbacks on four parameters, i.e.: Food, Service, Beverage and Décor. Feedback was collected from them and was handed over to the management where they take all the feedbacks and analyze them and implement the changes needed. The graph is presented on the basis of the feedbacks collected from the customers from this outlet:

100 80 60 40 20 0 Food Service Beverage Décor
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Average Good Excellent

Overall the graph shows that consumers are almost happy with all the parameters offered by Wich Latte. Food Average: 11% Good: 78% Excellent: 11% Service Average: 0% Good: 78% Excellent: 22% Beverage Average: 0% Gold: 78% Excellent: 22% Décor Average: 33% Good: 56% Excellent: 11%

Consumers like food, beverages and service very much, but the ambience is the factor on which they should concentrate to improve.

Kandivali (West) Total Area: 300 Sq. ft. Started on: 12th December, 2013 Location: Local Khau Galli, Mahavir Nagar, Kandivali West Veg. outlet since inception Avg. customers per day: 50 (weekdays) – 150 (weekends) Area competitor: Sandwizza, Cheeliza, McDonald’s, and local eatery shops and restaurants in the Khau Galli. They don’t have Pizza’s & Garlic breads as of yet in their menu. The graph is presented on the basis of the feedbacks collected from the customers from this outlet:

80 60 40 20 0 Food Service Beverage Décor Average Good

Excellent

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Overall the graph shows that consumers are very happy with all the parameters offered by Wich Latte in this outlet. Food Average: 1% Good: 54% Excellent: 45% Service Average: 3% Good: 52% Excellent: 45% Beverage Average: 11% Gold: 61% Excellent: 28% Décor Average: 2% Good: 61% Excellent: 37%

Unlike the Kandivali East outlet, consumers love this outlets ambience much more and are also very happy with Food, Service and Beverages. Well 11% consumers feel beverages are average and so this needs to be worked on and the consistency factor should be taken into consideration.

Andheri (East) It’s the QSR outlet It’s a 24 hour café outlet. Total Area: 300 Sq. ft. Started: 4th December, 2013 Location: Andheri East Station, IRCTC Food Junction Veg. outlet since inception Avg. customers per day: 300 People come here for a quick bite and so majority consumers buy products on Take Away basis and less people are on walk in basis. Wich Latte’s normal Dine-in outlet and QSR outlet have somewhat different menu. Pizzas are available in this outlet, but pastas are not available. Also since first week of March, 2013, they started keeping Indian desserts in their counter along with their original dessert menu. Consumers don’t fill up the feedback forms as they are in hurry to catch their trains and hence getting the consumers feedback from here is very difficult.

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Colaba, Lower Parel & Fort Location: Colaba: 4, Ground Floor, Western Breeze Building, Colaba Causeway, Colaba Phoenix: Mathuradas Mills Compound, Next to Blue Frog, Tulsi Pipe Road, Lower Parel Fort: Ground Floor, Natwar Chambers, Alana House Marg, Behind HDFC Bank, Fort Started: Colaba – December, 2007 Shut down: Colaba - 27th September, 2012 and Lower Parel – 28th June, 2013; Fort – Unknown These outlets were shut due to high rent of the outlets and the revenue in return was not up to the mark to meet the rent alone. They were the non-vegetarian restaurant since the time of inception. Consumers loved the non-veg. sandwiches and bagels served here.

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Observations

In the research a peculiar thing came into notice is consumers love their ‘Soup in the Bread Bowl’ and they definitely order it as many times as they go to Wich latte. This is a specialty product by Wich Latte which they promote along with their Sandwiches and Bagels.

Suggestions
First thing needs to be done by Wich Latte is open up many outlets in Mumbai, in the places where people tend to go in search of tasty and delicious food like in Bandra, Colaba, Vile Parle, Andheri, Ghatkopar, Mulund, Chembur, Matunga, etc. They should stabilize their menu and also bring in new items so that people get more options to satisfy themselves. Introduction of Pizzas in their Dine-in outlets like in QSR would also be beneficial. Also other products like Garlic Breads; cold beverages etc. should be introduced. They should set up stalls and banners at various events in the locality around so as to gain the attention of the people staying in that locality. Like setting up of stalls in the Holi event of some organization or big housing complexes or Kala Ghoda Art Festival or they can set up stalls at stadiums during IPL; and thus people get firsthand experience of their product and hence would like to visit Wich Latte. Many college events and festivals could also be utilized for promotion like distribution of leaflets, vouchers and discount coupons. There’s a need to check on whether leaflets and vouchers, being distributed in the locality, are actually reaching the consumers. Also the perimeter of the area should be increased, just targeting into a particular area won’t get more customers. They should approach food guide websites and magazines to write a review or article on Wich Latte. Newspaper advertisement, though expensive, is the best way to gain the customers attention and thus they must give a newspaper ad as and when required.
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Also their website, Facebook and Twitter page are not at all updated. Website still shows the old menu, location etc. It still shows that non-veg. is available at Wich Latte and they have their outlet at Colaba and Lower Parel. There is no mention of their new outlet at Kandivali east and Andheri east. Also Facebook page gives out the same detail and last activity was done in June, 2012. Consumer’s feedback should be duly checked every week and changes if needed should be implemented immediately. Also there should be uniformity in the Ambience of the outlets, especially dine-in outlets. Also introduction of products and offers on the basis of seasons, like ‘Beat the Heat’ with Cool Blue Lagoon at Wich Latte.

Thank you!

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