Business Ethics & Social Responsibility

BUSE619
Second semester - 2021

Role playing: Stakeholders

Coffee shop concept – Mindset (B)
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 Introduction

In this exercise, we selected to develop a coffee

shop concept based on mind-set (B) where the
human being is our main concern. Our paper
focused on the elements related to human needs and
wants as our priority by providing both the best
services and high product quality. Since developing
the concept of achieving human satisfaction will
lead to our business’s success, we will explain some
actions and ways of managing our coffee shop and
how they will positively affect our stakeholders.

Managing a successful coffee shop

We will maximize our profitability by focusing on

how to make our coffee shop more effective while
encouraging our workers to spend more time on
customer loyalty by providing the best services and
products. Here are some key variables that can help
us build a strong start for profitable coffee shops:

1. Cost, revenue, and profitability:

We believe that when we get things right, running a

coffee shop can be extremely profitable. Based on
the coffee shop's location, size, and equipment
requirements, initial costs can vary significantly. We
need to manage it financially to establish a medium
drive-through shop and its necessary equipment and
furniture.
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 2. Utility bills: 

With a good management strategy and developed system and

tools, many coffee shops can manage the expenses.
Simultaneously, to avoid the 24-hour system's high fees, we
could cut overhead costs such as electricity by limiting the
reception area during low rush hours. Moreover, we use natural
light whenever possible and maintain the light bulbs clean to
shine brightly, turn to LED lights for menu boards and use
sporadic usage areas such as bathroom occupancy sensors. 

3. Location and rent:

Choosing the right place is a significant factor in any brick and

mortar coffee shop's performance and should be taken seriously
before any market investment is made. Thus, we should look for
a location with higher populations of people who will likely be
looking for coffee more than others. Moreover, we choose to
establish our coffee shop in a city center in a small town with the
possibility of having a drive-through service. Since people there
take much pride in keeping things local, they usually support
small businesses. Also, the cost of renting in small towns is
typically pretty low.

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 4. Furnishing and design:
The restaurant will be arranged in a theme that reveals joy,
pleasure and happiness. The walls will be painted in vibrant
bright colors to add a feeling of cheer and delight among the
visitors and staff. The chairs will be made of wood with
comfortable cushions that match the colorful attractive table
cloth. Rest rooms will be arranged at the side of the coffee shop
and the decoration inside the bathroom will be in colors and
modern shapes. Colorful portraits will be hung inside the
bathroom. The restroom’s hygiene and cleanness will be a
priority to guarantee the visitors’ and employees’ comfort and
satisfaction. Convenient parking space will be established next
to the coffee shop to provide ease and comfort to people.

5. General products:

The soap and detergents will be

bought according to a high
standard to guarantee everyone's
safety in the coffee shop. The
utensils will be offered in a
variety that matches all needs
and requirements of clients and
personnel. Reading material will
be displayed around the place to
show everyone that we care
about them and their reading
habits.

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 6. Stocks
The main goal when it comes to stocks is
high quality and variety. The coffee beans,
the milk the snacks must satisfy the
different specifications of customers and
fulfill their different needs and wants.

7. Competitors: 

Since we chose a small town to establish

our business, there will be a limited
number of competitors around, which
would not be a choice for some. Our
coffee shop will stand out amongst
competitions when we make it much
more than just a spot where caffeinated
drinks are sold. Rather than just providing
a coffee, we give clients insight and
ensure that we still run the coffee shop
professionally and successfully, but add
the extras to gain the customers' loyalty.
Some of these privileges are: offering our
products at a lower price than the
competitors, exceed our products and
services quality of any other competitors,
and provide a unique atmosphere.

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1.How
Employees:
our stakeholders are affected by our services?
 Provide good salaries and
commissions to satisfy
employees.
 Offer monthly bonuses for
achieving employees to
increase motivation and
recognition.  high-security
 Provide employees and their
families with high category
health insurance to show
them that we care for their
health and wellbeing.
 Believing in the importance
of coffee for its lovers and
making every cup of coffee
a unique experience, we
have hired qualified
baristas.
 Conduct continuous work
training courses and
workshops on “how to
become a professional
barista” to stimulate the
sense of accomplishment,
career progress, fulfillment,
and pleasure among the
coffee shop workers.
 For our staff's convenience and to
ensure the best hygiene for all
tools used to prepare our products,
we provided a dishwasher
machine. 
 Set up a safe environment with
measures to
guarantee their security.
 Arrange for informal gatherings
and events for staff periodically to
establish job enjoyment and
pleasure.
 Use organic detergent as most
other detergents contain harmful
chemicals that may leave residue
on surfaces that may come into
contact with foods and affect our
employee’s health.

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2. Customers:

 Offer various high-quality coffee beans and

specific types of milk cream such as soy
milk, almond milk, low-fat milk, full-fat
milk, and lactose-free for those who have
milk allergies to ensure customer’s delight
when we meet their customized requests.
 Offer a variety of snacks, salads, pastries,
desserts, and Keto section.
 Provide the customers with free internet,
phone, and tap water.
 Offer complementary to customers to make
them feel special and to get their loyalty. 
 Offer a rewards program for all customers
without any conditions, all they have to do
is register in the program, and then they
will enjoy free refills after purchasing the
first cup on the same visit.
 To serve our customers high-quality coffee,
we searched for the perfect and more
specialized coffee machines with many
features and based on our search, and we
picked the Nuova Simonelli Aurelia brand.
 Decorate the interior design with bright
colors and shapes to create the feeling of
enjoyment and happiness among customers
the minute they enter the place.
 Arrange the tablecloth and silverware with
colors that match the walls to follow the
same theme of providing happiness and joy
for the coffee shop visitors.

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 Offer regular table setting and cups and disposable ones (heat
resistance plastic plates, paper cups, and wrapped plastic straws,
spoons, forks, knives, and napkins), and customers can choose
what they prefer.
 Play music to deliver a good vibe in the café setting.
 We have a traditional habit in the morning associated with
reading the daily news in newspapers with a cup of coffee, and to
continue this habit in our cafe, we have subscribed for both
options of newspapers, actual hard copies, and electronic copies.
Each table in the cafe is provided with a QR code, so customers
can scan this code through their mobiles and enjoy reading.
 Provide a conference room for business meetings equipped with
a monitor and projector, an outdoor seating area for smokers and
those who want to enjoy outdoor equipped with a heating system
that works in the winter season, and tables in a quiet and
secluded area of the cafe for those who want a quiet area for
study or work.
 Provide car parking accommodates a good number of our
customers' cars and parking for disabled people. Moreover, for
more our customer's convenience, we will provide a free valet
parking service.

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3. Supplier: (coffee bean suppliers, catering companies
for snacks)

 Consider the supplier's interest and aim to gain their

satisfaction by maintaining long-term contracts with suppliers
based on honesty, trust, loyalty, and profit.

  Try to introduce more catering options for the suppliers to

increase their profits by buying more coffee beans or trying
their new pastry. 

4. Establish
Community:
a partnership relationship with suppliers to secure

 Sponsoring education and

medical events that benefit all
ranks of society.
 Allocate part of the coffee
shop’s profit for social
wellbeing causes like charity
for widows, orphans, and low-
income families.
 Announce for the opening of
part-time and seasonal jobs to
contribute to teenagers and
students' progress and
improvement.
 Granting free membership for professions who served society
during pandemic and crises, such and soldiers, medical
practitioners, and teachers. 

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 5. Investor:

 introduce a 24-hour working system to maximize

shareholders profit and minimize their risk

 Enhance the coffee reputation and positive image by using

good marketing through advertising and social media on
Twitter and snapshot.

Conclusion

By implementing the above, we will understand and meet our

customers' needs to provide the best services and products and
build a strong customer base to earn their loyalty to our coffee
shop, which will positively reflect our cafe reputation and
success. Therefore, our revenue will increase, and then we can
achieve satisfaction for stakeholders and investors.

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