LIVE PROJECT PROPOSAL – ASSESSEMENT 1

NAME OF THE SECTOR: HOSPITALITY INDUSTRY

COURSE: SERVICE MARKETING

COURSE FACULTY: DR. MONIKA SURI

PROGRAM/SEMESTER: MBA/III

SPECIALIZATION: MAREKTING

SUBMITTED BY:

Harsha Sharma

Lakshita Arora

Devanshi Patel

Utsav Lakhani

Smeet Patel

Fenil Masalawala

Himisha Jariwala

Shreedhar Bhootra

Soumya Singh

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 TABLE OF CONTENTS
 INTRODUCTION TO THE SECTOR..........................................................................3
 OBJECTIVES & OUTCOMES OF LIVE PROJECT...................................................4
 INTRODUCTION OF THE COMPANY......................................................................5
 COFFICE BUSINESS MODEL....................................................................................7
 OUR SERVICES...........................................................................................................8
 METHODOLOGIES......................................................................................................9
 GAPS IN CAFÉ + CO-WORKING SPACE...............................................................12
 ORGANISATION STRUCTURE [ROLES & RESPONSIBILITIES].......................13

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 INTRODUCTION TO THE SECTOR

The Hospitality sector is a vast and diverse industry that revolves around providing
services and experiences to guests and customers. It encompasses a wide range of businesses,
including hotels, restaurants, bars, resorts, airlines, cruise lines, event management
companies, and more. The primary focus of the hospitality sector is to ensure customer
satisfaction by delivering exceptional services, comfort, and a welcoming atmosphere.
The hospitality sector is a broad and dynamic industry that encompasses a wide range
of businesses and services focused on providing comfort, enjoyment, and satisfaction to
guests and customers. It plays a vital role in the global economy and caters to the needs of
travellers, tourists, and individuals seeking leisure, accommodation, dining, and
entertainment experiences. The sector's primary goal is to deliver exceptional customer
service, ensuring that guests feel welcome, comfortable, and well taken care of during their
stay or visit.
One of the key characteristics of the hospitality sector is its customer-centric nature.
Hospitality businesses prioritize creating positive interactions and memorable experiences for
their guests, aiming to exceed their expectations and build long-lasting relationships.
The foundation of the hospitality industry lies in the four core elements:
accommodation, food and beverage services, travel and tourism, and entertainment and
recreation. These elements work together to provide a comprehensive package of services
that cater to various needs and preferences.
Hospitality businesses place significant emphasis on staff training and development to
ensure employees are well-equipped to deliver excellent customer service. From front-line
staff, such as receptionists and waitstaff, to managers and behind-the-scenes teams, every
member plays a vital role in the overall guest experience.
This sector involves restaurants, cafes, bars, pubs, catering services, and any
businesses that provide food and drink services to customers. Culinary experiences are an
integral part of hospitality, and establishments often strive to create unique dining
experiences.

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 OBJECTIVES & OUTCOMES OF LIVE PROJECT

Objectives of a Live Project:

 Practical Application: The main objective of a live project is to provide students or
participants with an opportunity to apply their theoretical knowledge and skills gained
in the classroom to real-world situations. It allows them to experience the challenges
and complexities of actual projects and learn how to address them effectively.
 Hands-on Experience: Live projects aim to offer hands-on experience in problem-
solving, decision-making, and project management. Participants get the chance to
work on real tasks, interact with stakeholders, and implement solutions, which
enhances their practical capabilities.
 Industry Exposure: Live projects often involve collaboration with external
organizations or clients, providing participants with exposure to the industry they are
studying or aiming to work in. It helps them understand industry dynamics, trends,
and practices.
 Teamwork and Collaboration: Working on live projects involves teamwork and
collaboration. Participants learn to work together, delegate tasks, and communicate
effectively to achieve project goals.
 Professional Development: Live projects contribute to the personal and professional
development of participants. They gain confidence, time management skills, and
adaptability while working on real-world challenges.
Outcomes of a Live Project:
 Practical Skills Enhancement: Participants develop practical skills that cannot be fully
gained through theoretical learning alone. They become proficient in applying
concepts, tools, and techniques to real projects.
 Problem-Solving Abilities: Participants learn to identify, analyse, and solve problems
encountered during the project. This nurtures their critical thinking and analytical
abilities.
 Enhanced Portfolio: Successful completion of a live project adds value to participants'
portfolios or resumes, making them more appealing to potential employers.
 Industry Connections: Working with external organizations or clients during the live
project can lead to valuable industry connections and potential career opportunities.
 Improved Confidence: Successfully handling real-world challenges boosts
participants' confidence in their abilities, making them more self-assured in their
future endeavours.
 Project Deliverables: The outcomes of a live project are tangible deliverables that can
be presented to stakeholders or clients. These deliverables demonstrate the
participants' work and the value they have added to the project.
Learning from Feedback: Live projects often involve feedback from clients or mentors,
providing participants with valuable insights for future improvement and growth.

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 INTRODUCTION OF THE COMPANY

At The Coffice, we are passionate about creating memorable experiences centered around the
love for food, community, and exceptional hospitality. Our cafe is a haven for coffee
enthusiasts, food lovers, and individuals seeking a warm and inviting atmosphere to relax,
connect, and savour the finest culinary delights.
At our Co-Working Cafe, we have reimagined the traditional cafe concept to create a
dynamic space that caters to both remote professionals and individuals seeking a vibrant and
collaborative work environment. Here, we seamlessly blend the best of a cafe's warm
ambiance and exceptional coffee with the functionality and convenience of a modern co-
working space.
We are not just a cafe; we are an integral part of the community. Committed to giving back,
we actively engage in local initiatives, support charitable causes, and collaborate with
neighbouring businesses to create a thriving ecosystem.
One of the key factors contributing to The Coffice success is unwavering commitment to
service excellence and culinary artistry. The cafe offers an extensive menu of delectable
dishes and premium beverages, all carefully curated by a team of skilled chefs and baristas.
The company's relentless pursuit of using only the finest and freshest ingredients has earned
it a reputation for serving mouthwatering and visually appealing delicacies.
The Coffice prides itself on its customer-centric approach, where customer satisfaction is at
the heart of every decision and action. The cafe's staff is well-trained in providing exceptional
service, ensuring that every guest feels welcome and appreciated. Regular customer feedback
and surveys are used to continuously improve the overall cafe experience, catering to the
evolving preferences of the patrons.
In response to the evolving needs of customers, the cafe industry started incorporating
workspace features into their establishments. This trend emerged as a response to the
increasing number of remote workers, freelancers, and students seeking comfortable and
productive environments outside traditional offices or study spaces. Cafes that offered both
cafe services and workspace facilities were commonly referred to as "Cafe + Workspace" or
"Coffice" (a blend of coffee shop and office). Here are some of the services and features
typically found in such cafes:
 Ample Seating and Workspace: These cafes provide ample seating, including
communal tables, individual workstations, comfortable chairs, and couches. The goal
is to accommodate customers who need to work on laptops or study materials for
extended periods.
 Power Outlets and Wi-Fi: To cater to digital nomads and remote workers, these cafes
offer numerous power outlets and free Wi-Fi access, ensuring customers can stay
connected and keep their devices charged.
 Quiet Zones and Dedicated Workspaces: Some cafes have designated quiet zones or
private workspaces, providing a more focused environment for customers who need
minimal distractions.

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  Workspace Amenities: These cafes often provide essential workspace amenities like
printing and scanning services, stationery, and chargers for various devices.
 Flexible Seating Options: The seating arrangements in these cafes are usually
versatile, allowing customers to choose between standing desks, communal tables,
traditional cafe tables, or cozy nooks.
 Meeting Rooms or Event Spaces: Some Cafe + Workspace establishments offer small
meeting rooms or event spaces that can be reserved for group meetings, presentations,
or workshops.
 Specialized Beverages and Snacks: In addition to the regular cafe menu, some Cafe +
Workspace locations offer special beverages and snacks designed to enhance focus
and productivity, such as matcha lattes, energy-boosting smoothies, or brain-healthy
snacks.
 Community Events and Workshops: To foster a sense of community, some of these
cafes host networking events, workshops, and seminars relevant to the interests of
their target audience.
 Quiet Hours and Productivity Policies: To maintain a conducive workspace
environment, some cafes implement "quiet hours" or productivity policies to
minimize disruptions and noise during specific times of the day.
 Membership Programs: Some cafes offer membership programs that provide
additional perks to frequent customers, such as extended Wi-Fi access, discounts on
food and beverages, or priority access to private workspaces.
Cafe + Workspace establishments cater to the growing trend of remote work and the desire
for more flexible and inspiring work environments. By providing a comfortable space with
access to essential amenities, these cafes have become popular options for individuals
seeking a change of scenery while being productive outside of their traditional workplaces.

OUR MISSION:
Our mission is to establish a vibrant and innovative cafe-workspace hybrid that offers a
unique and inspiring environment for individuals seeking a comfortable and productive space
to work, collaborate, and unwind. By seamlessly blending the cozy ambiance of a cafe with
the essential amenities of a modern workspace, we aim to foster a dynamic community of
professionals, freelancers, students, and creatives who can come together, exchange ideas,
and achieve their goals in a welcoming and motivating setting.

OUR VISION:
Dynamic fusion of a vibrant cafe and productive workspace, where entrepreneurs,
freelancers, and creatives come together to collaborate, fuelled by exceptional coffee and
nourishing fare, fostering innovation and productivity.

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 COFFICE BUSINESS MODEL

1. WORKSPACE:
Workspace in cafes offers a dynamic and inspiring environment, where professionals
can work productively while enjoying the cafe's warm ambiance and amenities. It
provides a perfect blend of focus and relaxation, fostering creativity and networking
opportunities.

2. FOOD AND COFFEE WITH CUSTOMIZATION:

In our cafe, we take pride in serving delectable food and specialty coffee that can be
customized to suit each individual's preferences, ensuring a delightful dining
experience for every guest.
With a wide range of fresh ingredients and coffee blends, our cafe offers endless
possibilities for customization, allowing customers to create their perfect meal and
coffee tailored just for them.

3. CHEF AT HOME EXPERIENCE WITH PERSONALIZATION:

Indulge in a Chef at Home experience that brings the culinary expertise of
professional chefs right to your doorstep, offering a personalized menu tailored to
your tastes and dietary preferences.
With a Chef at Home service, savour a uniquely intimate and customized dining
experience as the chef curates a delightful meal based on your preferences, creating
lasting memories with every exquisite bite.

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 OUR SERVICES

 WORKSPACE
 CAFE EXPERIENCE
 CHEF AT HOME
 MEETING SPACE
 DIGITAL MENU
 SMART TABLE
 BUILT IN CHARGING STATION
 HYBRID SPACE
 WORK STATION
 MEETING ROOMS
 POWER OUTLETS
 DRONE DELIVERY
 HEALTH AND WELLNESS SERVICES
 INTERACTIVE ENTERTAINMENT
 MULTILINGUAL COMMUNICATION
 PICK AND DROP SERVICE
 SELF SERVICE STATION
 HYDROPONIC HERB GARDENS
 SMART WASTE MANAGEMENT
 MULTI FUNCTIONAL FURNITURE
 SMART TEMPERATURE CONTROL
 CONTACTLESS PAYMENT OPTIONS

VALUE ADDED SERVICES:

 Artificial intelligence (AI)

 Augmented reality (AR)

 Virtual reality (VR)

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 METHODOLOGIES

1. SERVICE BLUEPRINT FOR COFFICE:

A service blueprint for a cafe provides a visual representation of the service

delivery process, including all the touchpoints and interactions that occur between
customers, employees, and various elements of the service. Below is a simplified
service blueprint for a cafe:

 Customer Actions:
o Enters the cafe.
o Looks at the menu board.
o Decides on the order.
o Joins the queue to place the order.
o Pays for the order.
o Waits for the order to be prepared.
o Receives the order.
o Finds a table and sits down.
o Enjoys the food/drink.
o Raises any issues or asks for assistance if needed.
o Leaves the cafe.
 Frontstage:
o Exterior signage and decor.
o Menu boards and displays.
o Queue management system.
o Point of Sale (POS) system for order placement and payment.
o Food and drink preparation area.
o Self-service station (e.g., for condiments, water, etc.).
o Seating area with tables and chairs.
 Backstage:
o Kitchen area for food preparation.
o Beverage preparation area (coffee machines, tea station, etc.).
o Storage area for ingredients and supplies.
o Cleaning and dishwashing area.
o Staff break and rest area.
 Customer Interaction Points:
o Menu boards and displays.
o Queue area.
o Order placement and payment counter.
o Pick-up counter.
o Seating area.
 Employee Actions:
o Greet customers as they enter.

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 o Take customer orders and provide assistance with menu choices.
o Process payments and issue receipts.
o Pass the order to the kitchen/barista area.
o Prepare food and beverages.
o Serve the order to the customer.
o Clear and clean tables.
o Handle customer inquiries or complaints.
o Maintain a clean and welcoming environment.
 Service Flow:
o Customers enter the cafe and look at the menu boards.
o They join the queue to place their orders.
o The cashier takes their orders and processes payments.
o The order is sent to the kitchen/barista area for preparation.
o Food and drinks are prepared and placed on the pick-up counter.
o Customers receive their orders and find a table to enjoy their food/drinks.
o After finishing, customers leave the cafe.

2. SERVQUAL MODEL FOR COFFICE:

The SERVQUAL model is a popular service quality measurement tool that

can be applied to a cafe setting to assess and improve the overall customer experience.
It consists of five dimensions: reliability, assurance, tangibles, empathy, and
responsiveness. Here's how the SERVQUAL model can be applied to a cafe:

 Reliability: In a cafe, reliability refers to the consistency and accuracy of service

delivery. It involves ensuring that orders are prepared and served promptly, food and
beverages are of consistent quality, and the cafe operates efficiently during peak
hours.

 Assurance: Assurance in a cafe context refers to the competence, courtesy, and

credibility of the staff. Customers should feel confident that the cafe's employees
possess the necessary knowledge and skills to provide excellent service and that their
interactions are respectful and courteous.

 Tangibles: Tangibles encompass the physical aspects of the cafe that contribute to the
overall customer experience. This includes the cafe's decor, cleanliness, comfort of
seating, availability of amenities, and the presentation of food and beverages.

 Empathy: Empathy involves the degree of caring, individualized attention, and

understanding shown by the cafe's staff towards customers. Cafe employees should
actively listen to customer needs and preferences, ensuring a personalized experience
and addressing any concerns promptly.

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 Responsiveness: Responsiveness is the cafe's ability to be prompt and helpful in
catering to customer requests and resolving any issues. Quick and efficient handling
of orders, inquiries, and complaints is essential to meet customer expectations.

3. 7P’s FOR COFFICE:

1. Product:
If we talk about coffice coffee along with the food in the main core which will be
delivered will cutting edge brewing techniques, and menu catering dietary preferences
and for the space we are going to provide hugg speed internet meeting rooms event
rooms and more

2. Price:
Prices will be competitive and will be aligned with the value they provide

3. Place:
We are going to take some busy area with high footfall along with the central business
district or a hub of professional

4. Promotion:
We are going to promote the target audience by providing personalised experience
social media integration subscription services interactive menus and many more.

5. People
Which plays a vital role in service sector, talking about the baristas employees will
not only be trained in coffee but also enthusiastic about technology and futuristic
theme.

6. Process:
We are going to focus on efficiency as it is main key from making the order to the
payment to the coffice.

7. Physical evidence:
It will be modern and innovative with highly equipment and interactive elements
along with the tech inspired environment ergonomic furniture.

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 GAPS IN CAFÉ + CO-WORKING SPACE

1. LABOR SHORTAGES:

Labor Shortages: Finding and retaining skilled workers was a significant challenge for
cafes. Many cafes struggled to attract qualified baristas and kitchen staff due to low
wages, long working hours, and a perception of limited career growth.

2. CHANGING CUSTOMER PREFERENCES:

Changing Consumer Preferences: As consumer preferences shifted, cafes had to

continuously adapt their menu offerings, ambiance, and overall experience to cater to
evolving tastes and trends.

3. HIGHLY COMPETITIVE INDUSTRY:

Small, independent cafes faced fierce competition from large chain coffee shops that
could leverage their scale to offer lower prices and aggressive marketing campaigns.

4. SUPPLY CHAIN DISRUPTION:

Supply Chain Disruptions: The cafe industry, like many others, faced challenges
related to supply chain disruptions caused by events like natural disasters, trade
disputes, and global pandemics (such as COVID-19).

5. MANUAL SYSTEM:

The problem with manual order processing is you have to do everything yourself.
That includes waiting for payments to come in and chasing your customers for
invoices that are past their due date. It's completely different when you have a
streamlined online process where you can get on with doing what you love whilst
letting your system automatically send electronic invoices and charge customers by
credit card or direct debit which means no more chasing payments.

6. COSTLY SUPPLIERS:

Suppliers know that your business completely relies on their support. It gives them an
upper hand, and they raise the prices of daily supplies whenever they want.

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ORGANISATION STRUCTURE [ROLES & RESPONSIBILITIES]

SMEET PATEL
DEVANSHI FENIL
PATEL MASALAWALA

HARSHA HIMISHA UTSAV

SHARMA JARIWALA LAKHANI

SHREEDHAR LAKSHITA
SOUMYA SINGH
BHOOTRA ARORA

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