According to the previous research, economics in UK is not
very good but the coffee shop market is still growing up.
Customer’s buying behavior also have affected in this market,
less people buying the instant coffee, and young people prefer
to have the hands made coffee or premium coffee. Therefore,
coffee shops need to bring this service to them plus something
else to exceed their expectation; it also means coffee market is
very competitive because make a good coffee is not enough to
satisfy customer’s need.
During the secondary research, observed the coffee shops
and interview with the coffee users, it comes out with 3 critical
aspects to attract new customers for coffee shops which are
price of products, quality of coffee and atmosphere. Although
price of products must go high since the materials cost is
increasing at the same time, however, secondary research
indicated through the loyal card or combined with credit card
(Mortimer R., 2011) all bring the advantage price to customer
which is customer’s wish. Therefore, if sometimes coffee shops
can come out with advantage price or give the loyal customer’sdiscount might help attract the new customers and keep
existing customer’s loyalty.
Quality of products is hard to achieve, but through educate
stuffs to make similar level of coffee, broad listening
customer’s comments from social media; it could help to
increase the quality of the coffee shops. Each store has its
secret recipe as their advantage, so coffee came out with
slightly different taste, if the independent coffee shops bring
the taste which can attract customers then it might able to
compete with chain of coffee shops.
No matter what type of coffee shops they all try to bring the
sense of home atmosphere to customers, like free internet,
comfortable seats, and delicious coffee. However, it is not
enough, coffee shops need to make sure that space allocate
correctly otherwise it will cause unconvinced to customers.
Also building the relationship with customers also important
too, if stuffs show their concern for customers, it would be help
to establish the relationship between customers and coffee
shops. It might be difficult to open the chain of coffee shop in
UK, since the top three coffee shops are self-fund (Talpau A.,
2011) or franchises (Cushing K., 2005), so how to make the
connect with them is a problem. On the other hand, open
independent coffee shops may have to face lace experience of
opening the coffee shop, but it can develop its own style to
attract customers. As previous had discuss, out-side of London
(Wendlandt A., 2003) also have many area are worth to
develop since the rent is not as high as big city, also the price
level is not very high too, therefore it might attract chain of
coffee shop and independent coffee shop to start new business
in UK in 2012.