Cafetière Case Study

II. Situation Analysis

1. Company Analysis

Cafetière, established between mid and late 2013, is a family operated, casual dining restaurant, featuring Filipino comfort food, Japanese rice bowls, Mexican and American cheeseburger and fries and an All-day breakfast. The company is owned and operated by alumni of Ateneo de Davao University, Paulines Valero.

Paulines Valero and her family started the business for they love food and Paulines’ partner has the talent of cooking. At the start, Cafetière was just a small open space fronting ADDU Jacinto.

It was named ‘Cafetière’ because it sounded like “cafeteria”. They wanted to reach out to students especially Ateneo students, where students can eat delicious food at an affordable price with a fast service; a small restaurant perfect for students who do not have enough time for a lunch or dinner break. It's a place for students to satisfy their bottomless appetite.

In mid-2014, it moved to a more spacious and comfortable location, Residencia del Marina Business Center, which is still in Jacinto St., to cater a growing number of customers.

Cafetière’s goals are long term, ongoing as they grow and learn their business. These goals are:

•    To maintain positive balance in our lives so that the business rounds us out and reflects our values.

•    To have our employees and customers feel appreciated, supported and satisfied every time they come in.

•    To offer our community wholesome foods that are satisfying, great tasting and worth every cent.

•    To embody the meaning of hospitality through a strong, reliable staff.

•    Regional expansion in the field of restaurant and develop a strong base of key customers.

•    To build a good reputation in the field of restaurants and become a key player in the industry.

•    To have this business comfortably support our employee family in all ways possible.

In addition, Cafetière has a unique restaurant concept, which they have carried out well with menu, drinks and decor. Exterior are clean and tidy. They extend good quality of food and service and they offer restaurant-like foods like salads, cakes, brownies, and many more. However, some customers like high school students, college students and dormers find their food expensive and not budget-friendly. Their location is not easily seen and it is far from Ateneo which is their target market.

1. Customer Analysis

The main customers of Cafetière are the students of Ateneo de Davao University. Yet, students from other schools like UIC, STI and Holy Child, dormers and other working persons are still their customer. Cafetière can accommodate more or less 50 persons dining in.

Because of the expensive price which Cafetière is serving, only the people who can afford expensive food for their breakfast, lunch, snacks, or dinner, and customers who are willing to pay such amount are the customers of Cafetière. Despite that, Cafetière always attracts possible customer and maintain the loyalty of their present customers because they have a good environment. The place is relaxing and it is a place for friends and colleagues. They have warm and approachable employees.

Cafetière was once located fronting AdDU Jacinto with just a small space, because of this, a lot of students already know the business, the quality of food and the services. With this, those customers who loved their foods and services recommend Cafetière to other people especially their friends.

Nevertheless, like any other businesses, big or small, Cafetière has competitions in serving delicious foods to their customers. Customers have the choice of eating either at Cafetière, school cafeteria, Star Bistro, My Kabab, or Harley’s. Customers also consider the price, food quality, serving size and distance of Cafetière from where they might be whenever choosing Cafetière as a place where they eat.

In choosing Cafetière, customers will never feel dissatisfied of what they will get from paying such amount. Instead, they will be satisfied and want to purchase more of the Cafetière’s products.

1. Competitor Analysis

1. Since 1955, McDonald’s been proud to serve the world some of its favorite food. And along the way, they managed not just to live history, but create it:  from drive-thru restaurants to Chicken McNuggets and much more. McDonald’s has made itself be the family friendly low-cost restaurant in the fast food business. Some branches of McDonald’s are serving 24 hours and some are serving the same hours as mall time hours do. McDonalds has more than 35,000 restaurants in over 100 countries. It employs more than four million people. McDonald’s serves 70 million customers per day.

Chicken McNuggets are tender and juicy. It is made with USDA-inspected white meat; a tempura battered and cooked to golden perfection. It is low priced, served with rice or can be without rice.

One of the strengths of McDonald’s is known to have the largest share in the fast food industry. It is one of the most recognizable brands in the world. In addition, it is located everywhere which is very convenient to people and it has a budget-friendly price. However, McDonald’s also have weaknesses, one of which is that McDonald’s has always maintained the perception that its food is unhealthy, loaded with fat, carbs, salt, and sugar. As a result, many health conscious consumers don’t even consider having a meal at McDonald’s, despite its efforts to introduce healthier options.