INTRODUCTION

Section 1: THE COFFEE CAFÉ INDUSTRY

1.1: Evolution of a Coffee Café
The beginning:
It all began around 1000 A.D. when Arab traders began to cultivate coffee beans in
large plantations. They began to boil the beans creating a drink they called ‘qahwa’ which
translates to ‘that which prevents sleep’. The drink became widely popular, and the need for
coffee beans grew. The brief timeline for the growth of coffee, cafés and everything related is
given below:

850 - First known discovery of coffee berries. Legend of goat herder Kaldi of Ethiopia, who
notices goats are friskier after eating red barriers of a local shrub. Experiments with the
berries himself and begins to feel happier.
1100 - The first coffee trees are cultivated on the Arabian Peninsula. Coffee is first roasted
and boiled by Arabs making ‘qahwa’.
1475 - The world’s first coffee shop opens in Constantinople.
1554 - The first establishment in Constantinople soon becomes widely popular, and two more
cafés are opened.
1600s - Coffee enters Europe through the port of Venice. The first coffee house opens in Italy
in 1654.
1652 - The first coffee house opens in England. Coffee houses were called ‘penny
universities’ (a penny is charged for admission and a cup of coffee) because a person could
visit a café to discuss current affairs and social issues.
1672 - The first Persian coffee house opens.
1683 - The first coffee house opens in Vienna.
1688 - Edward Lloyd’s coffee house opens. It eventually becomes Lloyd’s of London, the
world’s best-known insurance company.
1695 - The first sign of the French Revolution had its roots in Parisian cafés where the
people’s movement started gathering steam.
1700 - The Dutch becomes the first to transport and cultivate coffee commercially. Coffee is
smuggled out of the Arab port of Mocha and transported to Sri Lanka and India for
cultivation.
1721 - The first coffee house opens in Berlin.
1750 - One of Europe’s first coffee houses, Café Greco opens in Rome. By 1763, Venice has
over 2,000 coffee shops.
1822 - The prototype of the first espresso machine is created in France.
1885 - A process of using natural gas and hot air becomes the most popular method of
roasting coffee.
1905 - The first commercial espresso machine is manufactured in Italy.
1908 - The invention of the world’s first drip coffeemaker. Melitta Bentz makes a filter using
blotting paper.
1933 - Dr. Ernest Illy develops the first automatic espresso machine. There is enormous
interest from cafés all around Europe.
1945 - Achilles Gaggia perfects the espresso machine with a piston that creates a high
pressure extraction to produce a thick layer of cream.
1980s - Coffee is now the world’s most popular beverage, which leads to a boom in retail and
hotel cafés. The American retail café Starbucks in born.
1990s - With the growth of the Internet, cyber cafés are born, providing Internet access and
coffee to users.
2000s - With an increased penetration of PCs in homes, cyber café chains close, and re-
immerge as retail coffee café chains.
Interesting facts about Coffee & Cafés:
• Coffee was first known in Europe as Arabian Wine.
• Coffee is presently the second most traded commodity in the world. It is second only to oil.
• Nescafe was invented by Nestle because it had to assist the Brazilian government to solve
its coffee surplus problem.

1.2: The Coffee Café Industry

The Coffee Café industry is currently one of the biggest and fastest growing sectors in
business. The industry consists of a mix of individual cafés, hotel cafés and retail café chains.
Individual Cafés:
The main bulk of revenue is earned by small, individual cafés, run mostly by families
and friends. It is a relatively unorganized sector. There are millions of such cafés around the
world, and they provide customers with a homely, casual experience.
The bulk of these cafés are mainly in Europe, where every little town or village has
local cafés, where people gather together for a conversation over coffee, or just to be alone
with their thoughts.
These cafés have been the birthplace and sanctuary for various creative minds,
revolutionaries and thinkers of our time. The most recent example is the author J.K. Rowling,
who has written most of the Harry Potter series of books, sitting at her local café.
These cafés set themselves apart from retail chain cafés and hotel cafés because they
provide customers with a homely, classic appeal, which cannot be emulated.
Hotel Cafés:
Ever since the popularization of coffee, hotels all over the world started opening 24-
hour coffee shops where visitors to the hotel could walk in for a cup of coffee and some food
at any time.
These coffeehouses are extremely important, because they provide international
visitors to the hotel with a universal drink- coffee. Any customer can walk into any major
hotel in the world, and enter the coffeehouse, and know what to expect. These cafés are not
really major players in the coffee café industry, but rather provide supplementary services to
the hotel industry.
Retail Café Chains:
The last, and the most organized sector in the coffee café industry, is the retail café
chain. Off late, these chains have become extremely popular and are growing at an ever-
increasing pace. These retail chains have work with an organized structure of man, material
and money. The work on developing a recognized brand consistent to all their outlets, which
customers can easily relate to, wherever they go. They provide customers with a standardized
level of service and quality at each of their outlets.
The vast popularity of these retail chains is shown in the rapid international growth of
brands like Starbucks. Customers can do to any Starbucks across the world and know exactly
what to expect. The main focus of my project is on two nationally recognized retail café
chains: Barista & Café Coffee Day.

Diagram 3 – A popular Retail Café Chain logo

1.3: Growth of Café Industry in India
Hot beverages have always been a part of the tradition of India, especially South
India. Coffee took the first seat in South India when the traditional Brahmin classes brought
down the beverage from the ruling British around the 1930s. During the early years the drink
was confined only to traditional rich Brahmin families who served filter coffee in a ‘davra-
tumbler’. Coffee is no more confined to the rich Brahmin class now, though the tradition of
serving filter coffee in the ‘davra- tumbler’ continues to this day.
In order to spread the drink, coffee houses emerged at various places in the country,
which also served as the opposite places for lawyers and the educated class to hold
discussions ranging from politics to cinema. It is also believed that many scripts and ideas for
films evolved here. One of the oldest coffee houses in South India is the Raayars mess,
Chennai, which serves first class filter coffee even today. The mess was established in the
1940s and continues the tradition of coffee but supplements it with
ABOUT CAFÉ COFFEE DAY
Café Coffee Day is a division of India's largest coffee conglomerate, Amalgamated
Bean Coffee Trading Company Ltd. (ABCTCL), popularly known as Coffee Day. This is a
Rs. 300 crore ISO 9002 certified company. Its chief customers are in USA, Europe & Japan.
Based in Chickmaglur, the home of some of the best Indian Coffees, Coffee Day has its
business spanning the entire gamut of coffee consumption in India. Its different divisions
include:
• Coffee Day Fresh n Ground (354 Coffee bean and
powder retail outlets)
• Coffee Day Xpress (341 Coffee Day Kiosk)
• Coffee Day Take away (7000 Vending Machines)
• Coffee Day Exports
• Café Coffee Day
• Coffee Day Perfect (FMCG Packaged Coffee) division

Café Coffee Day (CCD) pioneered the café concept in India in 1996 by opening its
first café at Brigade Road in Bangalore. Till about the late 1990’s coffee drinking in India
was restricted to the intellectual, the South Indian traditionalist and the five star coffee shop
visitor. As the pure (as opposed to instant coffee) coffee café culture in neighbouring
international markets grew, the need for a relaxed and fun “hangout” for the emerging urban
youth in the country was clearly seen. Recognizing the potential that lay ahead on the
horizon, Café Coffee Day embarked on a dynamic journey to become a large organized retail
café chain with a distinct brand identity of its own.

CAFÉ COFFEE DAY IN THE PAST 12 YEARS:

1996 - 1st café
2001 - 14 cafés in 6 cities
2008 - 607 cafés across 98 Cities.
Near Future - Expanding to Middle East, Eurasia.

Quality standards:
 Café Coffee Day has a check on quality all the time and in several aspects. The
operational in-charge will go around checking business, record keeping, and service and
check the feedback forms. The food in-charge will look at the way food is being stored,
coffee is being made, what is the time take to extract the coffee and so on. Marketing person
will go about checking displays, how the merchandise is displayed.

Positioning
Café Coffee Day, at its inception in 1996 was the vanguard of a café culture in India.
At a time when the country was growing well economically and young India enjoyed higher
spending power, CCD as it is popularly known, started to set up the first retail chain of coffee
bars. It broke new ground in 1999 when the entire market grew phenomenally with the entry
of new players.
From the beginning, it positioned itself as being a coffee bar and has maintained that
positioning for a long time now. For a consumer, CCD represents a “fun place” where one
can go with a whole bunch of friends at any time of the day and have a good time, over
coffee.
In 2002, Café Coffee Day underwent a rebranding exercise through a change in its
logo. The earlier logo was a simple red square with a white streak running across, and
‘Coffee Day’ written at the bottom. At this stage, CCD was still perceived as a South Indian
coffee joint similar to the Coffee House in Kolkata, a place where intellectuals meet and
spend their time discussing issues. CCD saw a latent market in youngsters, who were
increasingly looking for a place to spend time with friends and have fun. It then created an
umbrella mother brand, Coffee Day and four sub- brands to represent the vaarious activities.
The logo then incorporated red, white and green colours, a larger font and emphasis on the
word ‘Café’. According to the company, red signifies leadership and passion and the white
swirl stands for purity of purpose and the feel of coffee. The new colour green endorsed the
long heritage of CCD in growing coffee.

Café Coffee Day is known to experiment with different café formats. They have been:
• Music cafés
• Books cafés
• Highway cafés
• Lounge cafés
• Garden cafés
• Cyber cafés
The most recent addition has been lounge cafes. These cater to a more niche segment
than the general consumer segment of CCD. The age group of 20-29 would be more able to
afford a lounge setting than the group of 15-19.
Research shows that 37% of the customers are between 20 and 24years. 27% of the
customers are between the age group of 25-29 years. 60% of the customers who visit the café
are male and 40% are female. 52% of customers who visit the cafes are students. 18% of the
customers visit the cafes daily while another 44% visit weekly. Each café, depending upon its
size attracts between 500 and 800 customers daily, mainly between 4pm and 7 pm.
Customers describe Café Coffee Day as the place they frequent most after “home and
workplace/college”. It is a place where they meet friends and colleagues, in groups of 3 or
more. The prices here are perceived to be reasonable and it is a place where customers come
to rejuvenate themselves and be themselves rather than a place to be “seen at” vis a vis other
cafes. This has been postioned for younger generations usually college goers and young
people.

Marketing Mix
Product Mix
Coffee Day's most unique aspect is that it grows the coffee it serves in its cafes.
Coffee Day has a well-equipped roasting unit catering to the specific requirement of the
consumers. The process is carried out under the control of experienced personnel to meet
highest quality standards. The most modern technology available is used to maintain
consistency and roast the coffee beans to the demanding specifications of the discerning
coffee consumers. The coffee beans are supplied to all the cafés from Chikmagalur. The
eatables at Café Coffee Day are catered by different vendors: example: ice creams are catered
by Cream Bell, Milk by Amul and samosa’s by Patsiers Gallery.Café Coffee Day also sells
merchandise through its stores. 5 per cent of the revenue comes from sale of merchandise.
Café Coffee Day product Mix constitutes a wide range of products that appeal primarily to
Indian coffee and snack lovers. products have a decided Indian taste to it - be it food or
coffee. Most of the eatables have been adopted to meet the Indian taste buds like
samosa,biryani, masala sandwich, tikka sandwich etc. Thus they have been trying to capture
the Indian taste along with classic coffee.The best selling item in summer is frappe, which is
coffee and ice cream blended together. The young people favor it. In winter it is cappuccino.
Their merchandising includes funky stuff like t-shirts, caps etc.

Place
The strategy CCD has adapted is to place a cafe in every possible location where
some business can be generated. This is a prime factor in determining the success of a retail
chain. Café Coffee Day looks to cater to their target market with strategically located outlets.
Their outlets are generally located in High Street/ Family Entertainment Centers, gas stations,
near Colleges etc .

Price Mix
Considering that Café Coffee Day knows its major customer lies in the bracket of 15-
29, it has tried to derive a policy whereby it can satisfy all its customers. The price for a cup
of coffee ranges from Rs.45 to Rs.84. From the time it first started its operations, there has
been only minor changes in the pricing policy of Café Coffee Day. The changes have been
more due to the government taxes than any thing else.

Process

The order process at Café Coffee Day is based on self-service, where the customer
goes to the counter to place his order. Whereas they have a flexible delivery process, where
they wait for some time for the customer to pick up the order but if the customer takes too
long then the order is delivered on his table.

People

People at Café Coffee Day believe that “People are hired for what they know but fired
for how they behave”. Motivation and personal skill are laid emphasize upon. Their
employees are like friend to the customer but at the same time they know about
the international standards of hygiene and cleanliness and personal grooming.

Positioning Mix

Research shows that 37% of the customers are between 20 and 24years. 27% of the
customers are between the age group of 25- 29 years. 60% of the customers who visit the café
are male and 40% are female. 52% of customers who visit the cafes are students.18% of the
customers visit the cafes daily while another 44% visit weekly. Each café,depending upon its
size attracts between 500 and 800 customers daily, mainly between 4pm and 7 pm.
Customers describe Café Coffee Day as the place they frequent most after “home and
workplace/college”. It is a place where they meet friends and colleagues, in groups of 3 or
more. The prices here are perceived to be reasonable and it is a place

where customers come to rejuvenate themselves and be themselves rather than a place to be
“seen at” vis a vis other cafes.

a) Logo, Colors, Images

Café Coffee Day has used bright red and green colors in its logo. RED stands for
leadership and vitality. It also stands for passion (… for coffee). The GREEN stroke harks
back to their coffee growing heritage and the coffee plantations that they own.Café is
noticeably larger than the rest of the text inside the logo box. This denotes that Café Coffee
Day pioneered the café concept in India way back in 1996. Café Coffee Day would like to
own the word “café” in the minds of its customers.
b)The Café Coffee Day Logo
When one thinks of a café it’s got to be Café Coffee Day. The font used for “Café” is
called SLURRY. The font looks as though the letters have congealed out of a liquid. It gives
the impression that the word is still forming itself and evolving into something new and
something better constantly. This is the characteristic of Café Coffee Day’s customers and
this is the characteristic that the brand too wants to adopt. The upward SWIRL inside the logo
box stands for the invigorating and uplifting nature of coffee and the ambience at Café Coffee
Day.

C) Décor & Architecture

Café Coffee Day had gone in for image change and revamping of interiors in the last
quarter of 2001. Café interiors have been given a whole, new look. In a change from the
largely wood and granite based interiors, there is more of steel and lots more colour now. The
young colours of today, lime green, yellow, orange, and purple predominate.

where customers come to rejuvenate themselves and be themselves rather than Café Coffee
Day had gone in for image change and revamping of interiors in the last quarter of 2001. Café
interiors have been given a whole, new look. In a change from the largely wood and granite
based interiors, there is more of steel and lots more colour now. The young colours of today,
lime green, yellow, orange, and purple predominate.

D) Literature

The literature provided by Café Coffee Day is indicative of its youthful image. The
menus, posters, pamphlets are all designed to attract young and young at heart. They also
have their magazine called as ‘Café Beat’, which is published monthly at their Bangalore
head office and distributed throughout the branches.

e) Locations

Café Coffee Day looks to cater to their target market with strategically located
outlets.Their outlets are generally located in High Street/ Family Entertainment Centers.
Considering their generic appeal, there are Barista outlets located in and around
Malls,Cinemas, Colleges, Offices, etc. This endorses their brand image of a café that appeals
to coffee lovers of all ages.

Café Coffee Day does not believe in mass media promotions. But they are involved in all
the areas of serious consumer passion.

Through television

Café Coffee Day held a contest around a very popular programme on Zee English
called Friends. All the six lead characters are shown often visiting a coffee shop and a lot of
youth like watching the programme. That is why they had a contest running where customers
could win Friends' merchandise. The linkage was that it is a youth based programme and it
had a coffee house.
They have tied up with Channel [V]'s Get Gorgeous contest. The reason being that a
lot of their young consumers are interested in careers. Modeling is a career that a lot of
youngsters are interested in and this was an excellent platform. They have also done
promotion for History Channel, where they have run promotion for Hollywood Heroes. They
had asked a few questions and a lucky winner won a trip to Hollywood.

Ticket sales

Café Coffee Day is involved in ticket sales in quite a few events, Enrique being one of
them. They were involved in WWE, Elton John, and Bryan Adams ticket sales. These acts
are very much appreciated by their consumers. It helps both the organizers as well as Café
Coffee Day. Organizers need to tell people where the tickets are available and single Café
Coffee Day logo says it all. From CaféCoffee Day’s point of view, they always ask for a
certain amount of tickets around which they have a contest. Couples can win ticket for free.
This in turn raises the awareness level as cafe staff approaches the consumers to inform them
about the contest. There is not a better publicity mechanism then the person who is serving
you telling you about the same.

Association with movies

Café coffee day has been associated with a pool of movies to broadcast it self .Its main
intention is to increase the visibility rate within the crowd who are a part of the
audiences.They have been a part of movies
like :
 Bas Yun Hi
 Khakee
 Kyun Ho Gaya Na
 Main Hoon Na
 Mujhse Shaadi Karoge
 Lucky
 Socha Na Tha
 And a lot of Telegu & Tamil movies

Sales Promotion

Café coffee day has been a very promising initiator than campared to its competitors for
sales promotion like:
Giving away Gifts during occasions eg valentine day Offering Coupons Café Citizen Card
which allows regular members to avail Discounts upto 20% and become a member after a
purchase amount of upto Rs. 2000.
Sugar free campaign which was mainly done to spread awareness of staying healthy and fit
by using the sugar free sachets.
Discounts during festive times to members
SEGMENTATION STRATEGY:
Café Coffee Day has its main consumer base in the age group of 15-29 years. Its
customers are mainly middle class and upper middle class youth who are upwardly mobile.
From the market, CCD seeks to target not just the youth but anyone who is “young at heart”.
More than 10% of their customers are above 35 years of age. The evidence of the connect
CCD has been able to make, particularly among the youth, comes from the findings of Brand
Equity's Most Trusted Brands 2008 survey. In the food services category, CCD ranks No 2,
while McDonald’s stands at No. 3 and Barista lags at No 5.
The graph below indicates official figures for the type of consumers of CCD. We can
clearly see that its most profitable segment is the 20-24 age brackets. These customers can
afford to visit CCD on a regular basis and have a habit-forming attitude towards CCD.
GENERIC COMPETITION
Direct Competitors:
• Barista- This is the closest competitor to Café Coffee Day in the Indian market. They target
the same class of upwardly mobile youth and young professionals. But Barista is often
viewed as a place to unwind after a hard day’s work or an ideal setting for some business
meetings.
• Café Mocha- This aims at providing a level of experience to the consumer which is hard to
imitate. Inspired by Morocco and Turkey, Mocha offers not just coffee but also sheeshas
from Egypt and gourmet desserts. Mocha calls itself ‘a coffee shop for the soul’.
• Qwicky- Based mainly in Bangalore, Qwicky has a strong local hold in South India.

Indirect Competitors:
• Eateries like McDonald’s and Haldiram’s pose competition to CCD as they are likely
attractions for a consumer to be drawn to. A consumer can well contemplate why he should
spend around Rs. 45 on a coffee when he can get a burger and a coffee for the same price at
McDonald’s.
• Local tea joints and coffee shops like Café Nescafe- They are smaller places but
nevertheless target the same set of consumers. Hence, CCD has to consider the threat a shop
like this could pose to it.

Global Competitors:
• Starbucks is planning to enter India shortly and would be stiff competition for even an
established brand like CCD.
• Coffee bars in the market of the other country that Café Coffee Day is entering is also be a
factor CCD will have to plan for before entering a market.
COMPETITIVE STRATEGIES OF CAFÉ COFFEE DAY
• Café Coffee Day which follows a backward integration of the value chain procures coffee
beans from its base in Bangalore. This
gives it a high sense of quality assurance
and guaranteed supply across its outlets as
the same raw material is used in all outlets.
But Barista is a combination of imported
coffee beans and beans from Tata coffee.
This is a relative disadvantage because if
there is a discrepancy in the quality or
supply, Barista would have to consider
alternatives and probably look for another
supplier.

• Similarly, the food items available in Café Coffee Day are obtained from local suppliers
whereas Barista’s food is catered by the Taj caterers. Café Coffee Day would hence, have a
lower-cost advantage.

• The brand strength of Café Coffee Day in comparison to Qwicky’s and Café Nescafe is far
greater and its reach is on a countrywide scale. A consumer travelling. across cities would not
find it too difficult to seek a Café Coffee Day outlet instead of deciding on trying a Qwicky’s,
which he is not accustomed to.

• Café Coffee Day has an advantage of top-of-mind recall for coffee-shop-goers in India,
especially because it set the café ball rolling in the country.

• It is a place where a lot of young people can meet, chat, have fun and let their hair down,
rather than sit and sip a cup of coffee in prim and proper serenity. This is one of the main
factors for why it is chosen over places like Barista or Mocha.
MARKETING STRATEGY TO TIE UP WITH RETAIL CHAINS

Mumbai, Sept. 22 After entering the cash-and- carry format, Café Coffee Day (CCD)
plans to tie up with leading retail chains in the B2C space to vend its coffees at a national
level.
For promoting in-home coffee consumption, the coffee retail chain proposes to have a
‘dual’ strategy to expand its business both as a packaged retail brand as well as a coffee
chain.
“We have decided to sell our coffees at all the leading modern retail formats. There is
now going to be a new home brew section within the company as we are offering coffee
solutions to cater to homes as part of a dual market strategy,” said Mr Alok Gupta, Director,
Café Coffee Day.
There are also plans to sell percolators for which the company would be providing
after-sales services. Currently, Café Coffee Day retails its brand at Metro, the cash-and- carry
format store.
“We should now be able to clock at least 1,000 stores with our brand. This would
have consumers engaging with our brand and the category more effectively,” said Mr Gupta.
However, unlike the brews available at its coffee chains, its retail strategy would have select
flavours to cater to the in-home consumption category.
“There would be basically two kinds of coffee that we would make available on retail
shelves. One would be the brew coffee and the other quick coffee,” added Mr Gupta.
For becoming a fully integrated company in terms of coffee vending, the company already
dabbles in trading coffee, and its retail presence on the shop shelves is being seen as a
forward integration of its business.
Besides, it would continue to sell some of its coffees and filters at its existing coffee
parlours as well. With funding from private equity players such as Sequoia Capital and
Deutsche Bank, CCD is equipped to spread its retail operations. Currently, there are 1,200
café retail outlets in the country of which CCD outlets comprise 810, making it a market
leader in the segment.
CCD Business Strategy 2010 – 2015

CCD Trustees approved a new strategy for the period up to 2015 at its Board
meeting in March 2010. This has been in development for many months and has
involved members, users and funders of CCD.
CCD’s Vision and Mission were considered to be still valid. However, considerable
work has been done in reviewing and refining our values as a foundation for our forward
planning. These are as follows:~
We value people
We value community
We value professionalism
We value environmental responsibility
We value good communication
From these values and our understanding of the context in which we are working, we have
derived a ‘success formula’ for CCD.
We work closely with and understand rural communities
We are well positioned to champion rural issues
We are flexible and dynamic in responding to community needs
We have strong leadership and highly motivated staff
We are professional and provide high quality services
We collaborate and work well with others
We promote good ideas and innovation and celebrate success
We have then derived Key Performance Indicators by which we will measure our success
as an organisation.

Customer/Stakeholder Satisfaction
Communication interventions increasing awareness of issues facing rural communities and
the role of CCD
Improvement in stakeholder involvement And from 2011 onwards Increase in ‘take-
up’ of CCD services.
MAIN FOCUS OF OUR WORK
This is divided into three areas – our work with communities and our supporting work
on service delivery and managing our resources with 12 Aims in total. A brief outline
follows:
Our Work with Communities
1. Encouraging Enterprise and Innovation
Aim
To enable communities to develop innovative and enterprising approaches which solve rural
problems, provide local services, and improve the quality of community life.
Main Objectives: Enterprise for All; Social Enterprise; Community Learning

2. Improving Services and Facilities

Aim
To ensure that the needs and aspirations of people living in rural communities are met
through access to a wide range of services and fit-for-purpose facilities.
Main Objectives: Community Facilities; Access to local services; Transport.

3. Championing Inclusion and Challenging Disadvantage

Aim
To ensure that every resident is able to fully participate in rural community life. To highlight
barriers faced by communities, families and individuals – including lack of affordable
housing – and develop local strategies and actions to address these.
Main Objectives: Social Inclusion (disadvantaged groups); Social Inclusion (CCD’s own
services); Affordable Housing.

4. Promoting Democracy and Participation

Aim
To support communities in working together for a healthy democratic system, encouraging
people to take an active part in community life.
Main Objectives: Local Councils; Community led planning; Voluntary Groups.
5. Caring for our Environment
Aim
To support communities in valuing and enhancing our environment, taking action to mitigate
the impact of climate change, and maximise the sustainable use of natural resources.
Main Objectives: Climate Change; Environment Planning; Natural Resources
Delivering our Services.

6. Service Delivery
Aim
To provide a high quality service, taking account of the needs of all our customers.

7. Managing Our Operations

Aim
To be a well run, well managed, and highly effective organization.

8. Marketing and Communications

Aim
To provide a clear, consistent and positive message about our services, values, quality and
professionalism, and to improve awareness of CCD and of issues affecting rural
communities.

9. Governance
Aim
To be a model of good governance, with the Board leading CCD strategically, and with
Trustees and the wider membership promoting CCD and participating in relevant aspects of
the organisation’s work.

10. Personnel
Aim
To ensure that staff and volunteers are appropriately qualified and experienced, highly
motivated, and supported in developing their individual and team roles.
11. Finance
Aim
To be fully accountable, manage our financial resources efficiently, and use them to deliver
effective services

12. Infrastructure
Aim
To maintain and develop the operational capabilities of the organisation, reviewing and
upgrading our physical and technological resources.

COMPARISION

Taste & Quality of Prime Products.

Since coffee is the primary product served by cafés, it is vital that the taste and quality
standards of their coffee are up to the mark, because it directly affects the cafés performance.
Various kinds of coffee are available.
The Coffee at Café Coffee Day seems to have an edge over others. This is quite an important
fact, considering Café Coffee Day uses its own brand of Coffee beans.
Eatables
Café Coffee Day got a positive rating with respect to the variety of their eatables
(especially their Indian food), although the quality was often inconsistent
Desserts
Desserts are another valuable source of revenue for a café. The better the taste and the
quality of the desserts, the higher the premium a café can charge. Desserts, like eatables, have
a tendency to spoil quickly if not stored or distributed properly, so taste and quality is of
paramount importance for ccd.
Ambience
Customers come to a café because they want to have a good time with friends or
family. Other forms of entertainment at cafés are very useful for enriching customer
experiences and increasing customer retention. Music, T.V., games; books, etc are peripheral
services that a café offers to its customers. These services add to the overall ambience of the
cafe.