Indian Coffee House

Indian Coffee House

History
ICH was started by the Coffee Board in 1940

ICH was closed in 1950 due to policy change

Workers co-operative was founded in 1957

The first Indian Coffee House was opened in New Delhi on 27 October 1957

Management

Presently 13 cooperative societies run ICH

These societies are governed by managing committees elected from the employees

There is also a federation of the cooperative societies as the national umbrella organization to lead these societies.".

STP
Segment Food and Beverages Target Students Journalist Bureaucrats Doctors Lawyers Senior Officials International Market Positioning Traditional Ambience Affordable food Courteous Services Healthy food Meeting Place

7Ps Competitor detail

7 Ps
Product

ICH
Coffee South Indian Food Western Food Cheap and affordable

Sagar Ratna/ Sundram

South Indian Food North Indian Food Chinese Premium Priced Coffee Snacks

CCD

Price

Premium Priced

Place

Near colleges and offices Owned by Different Societies

Word of mouth Traditional Style and middle aged waiters

Malls/ Main Market of city Company owned

Print Media/ Out door media Well dressed and Middle aged staff

Malls/ Main Market of city Franchises

Outdoor media Young staff with good communication and presentation Western style Music Western ambience Take away

Promotion People

Process Physical Evidence

Old service style Ethnic Ambience Moderate cleanliness

Traditional + Western Modern looks Family Dining Hall Traditional south Indian food served on banana leaves

Blueprint
CUSTOMER ACTIONS

Order

Receive food

Payment and check out

CONTACT EMPLOYEE ACTIONS

ONSTAGE

Waiter

Deliver

Request for bill

Bill provided

BACKSTAGE

Chef

SUPPORT PROCESSES

Required material collected

Prepare food

GAP Analysis
Gap 1 (not knowing what customers expect):
No interaction between customer and manager

of restaurant
No provision of feedback from customer visiting ICH No customer relationship management

Gap 2(not having the right service designs and standards)

Service at ICH is quick. Serve under very fast Uniform of waiters is not clean Non- Hygienic way of food serving

Gap3(not delivering to service standards)

No proper training for employees
Failure to match demand and supply during peak hours

Gap 4(not matching performance to promises)

Affordable with good service so manage to keep customer expectation
No marketing communication. Only WOM is only source

Recommendations
Conscious about the cleanness of the uniform : specially in North India

Water Purifier
Can play music in the restaurant

Clean and well mentioned washrooms

Should keep suggestion book Take care of hygiene factor

Analysis
Age Group
9% 19% 10% 24% 15-25 25-30 30-40

40-50 38%
50 and above

Since when are you visiting Indian Coffee House?

Sales
11 37 19 1+

5+
10+ 15+

33

From where you came to know about Indian Coffee House?

Sales
8

20

Friends/ Family

Advert
Location 4 68 Others

What is your reason to visit ICH?

Main reason is Value for Money

Hangout place to meet old friends and

have long discussions.

Has there been any change since the 1st time you have visited ICH?
100

90
80 70 60 50 40 30 Series 1 Column2 Column1

20
10 0

Yes

No

What should ICH change?

One thing that the customer would like to

change in ICH is Service