Emerson's Cafe Coffee

Blair, Lauren, Hannah, Tom, Kevin MK 303 4/19

Objective:
To determine the best new product for Emerson's Cafe to introduce in order to increase customer sales and satisfaction.

Research Question:
In what food/beverage item should Emerson's Cafe invest to increase customer satisfaction?

Focus Group
General Questions (examples): 1. What is important to you when selecting food? 2. What is your favorite place to get food on campus, including City Place and Boloco?

3. Where is your favorite place to eat off campus?
4. Do you prefer to eat off campus? Why or why not?

Focus Group continued
Specific Questions (examples): 1. How often to you go to EmCafe? 2. What do you usually order at EmCafe? 3. How much would you be willing to spend at EmCafe? 4. What other on-campus eateries offer that EmCafe does not?

Focus Group Findings:
• students are generally unhappy with Emerson Cafe's products • many participants noted that the food is bad and the coffee is horrible • products are overpriced • most students go to Emerson's Cafe in the morning

Opportunity
What we discovered from the focus groups: there is an opportunity to increase Emerson's Cafe sales with more appealing coffee.

Hypothesis:
If Emerson's Cafe offers a more appealing coffee brand, then sales will increase.

Survey
Objectives of survey is to learn about students': -coffee/food preferences -purchasing patterns -general opinions of Emerson's Cafe and its products

Brand Preference

Construct: Experience
How do describe your typical experience at Emerson's Cafe?
Excellent __:__:__:__:__:__:__:__ Poor Unpleasant __:__:__:__:__:__:__:__ Pleasant Quick __:__:__:__:__:__:__:__ Slow Uncomfortable __:__:__:__:__:__:__:__ Comfortable

Reliability Analysis
Excellent/Poor Pleasant/Unpleasant Quick/Timely (Slow) Uncomfortable/ Comfortable

Reliability Analysis

Reliability Analysis II
-deleted the "Quick/Slow" concept because it was an outlier

Exc/Poor

Unpl/Pleas
Uncomf/Comf

Survey Findings
Hypothesis 1: If EmCafe advertises fair trade coffee, then coffee sales will increase.
Independent variable: Do you purchase fair trade over non-fair trade coffee? -Yes -No -I don't know what fair trade is Dependent variable: How often do you purchase coffee at Emerson's Cafe? __More than two times per day __Daily __A few times per week __Once a week __Hardly ever __Never

Results:

Results

Not Significant...REJECT!

Survey Findings (cont.)
Hypothesis 2: If Emerson's Cafe offered coffee-based blended drinks, then sales would increase.
Independent variable: How frequently do you drink coffee-based blended drinks? Never Always 1 2 3 4 5 6 7 Dependent variable: How often do you purchase coffee at Emerson's Cafe? (a) More than 2 times per day (b) Daily (c) A few times per week (d) Once a week (e) Hardly ever (f) Never

Results:

REJECT!

Survey Findings (cont.)
Hypothesis 3: If Emerson's Cafe made a deal with coffee and food, then coffee sales would increase.
Independent variable: How much are you willing to pay for coffee? (a) Under $2 (b) Under $3 (c) Under $4 (d) Under $5 (e) More than $5
Dependent variable: How often do you drink coffee with a meal? Never Always 1 2 3 4 5 6 7

Results:

Not Significant...REJECT!

Conclusions
• statistics not reliable, significant • opportunity to pursue narrower path of research o coffee o EmCafe coffee • focus group interactions imply coffee as a concern

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