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Pastries and
Coffee
Audit
Table of
Contents
3
4
5
6
15
16
29
63
Executive Summary
Audit Tools
SWOT
7 Ps
Survey Respondents
Summary
Survey Findings
Recommendations
1541 Brand
Executive
Summary
1541 Pastries and Coffee is a locally owned coffee
shop in College Station. Unlike other coffee shops in
town, 1541 targets an older demographic, makes all
of their food and drink products in house, and puts a
strong emphasis on quality.
This audit was performed to find any areas in the
1541 business model that could be improved. Furthermore, recommendations were formed with the
intention of the owners using them as helpful guidelines if they choose to make changes to 1541.
I hope you will find this audit and its recommendations helpful and insightful. I have enjoyed working
with you.
-Karli Ragan
Audit Tools
Survey
Personal experience as a
1541 customer
Knowledge and skills obtained through studies and
real world experience
SWOT
Strengths
Weaknesses
Coffee Art
Branding
Macaroons
Opportunities
Lunch crowds
Threats
Special events
Loyalty programs
7 Ps
Product
Price
Place
Promotion
Physical Evidence
People
Processes
Product
Defined: Designed to satisfy the
wants and needs of the target
market.
Application: Providing coffee
and food items to consumers.
Strengths
Weaknesses
Pumpkin/seasonal offerings
Coffee sleeve
Macaroons
Price
Defined: What the customer gives
Weaknesses
Place
Defined: How customers get a product offering
Weaknesses
Promotion
Defined: How an organization communicates what they have to offer to
their customers
Weaknesses
Logo on car
Not selling any items at register that could increase revenue (like jewelry, mugs, etc)
No Instagram/twitter
No contests/customer feedback
Physical
Evidence
vice, and everything about your company appears from the outside.
Weaknesses
People
Defined: All people in the service
Friendly staff
Weaknesses
Processes
Defined: The procedures, mecha-
Weaknesses
custom cakes/wedding
cakes/special cakes didnt show up
on main page
Survey
29 Questions
52 responses
82% female, 18% male
82% older than college, 18% college
aged
82% live in CS, 9% live in Bryan,
One respondent lives in Bryan and
works in CS, and another lives in
Austin but visits when in CS
Survey
Findings
Customer
Acquisition
Breakfast
Sandwiches
Lunch
Customers noted in the survey that they
wanted food offerings that they couldnt easily make at home. Customers also hinted at
wanting sandwiches, soups and salads with a
European flair.
Soup (7)
Salads (6)
Sandwiches (4)
Chicken salad on a croissant (2)
Macaroons
Consider new flavors, customer could
pick multiple flavors they were interested
in. Respondents could pick more than
one option for this question.
Pistachio (57%)
Lemon (52%)
Lavender (48%)
Others included:
Rose (1)
Grand mariner (orange) (1)
Hazelnut praline (1)
Desserts
30% would be interested in Mexican Flan
on a regular basis
Other customers said they would prefer:
Specialty cookies (2)
Gluten Free
Cake
Preference
83% of respondents would prefer custom cakes and 17% would prefer premade cakes.
Possible New
Products to
add to 1541s
Product mix
70% of all survey respondents said they
would be interested in fair trade and local products.
35% were interested in coffee Mugs
22% T-Shirts
Others:
Tea (2)
Expansion
70% would prefer for an additional 1541
to be in South College Station, 22% in
Bryan and only 9% at a kiosk in the mall
Loyalty
Program
96% of all survey respondents would be
interested in a loyalty program
Atmosphere
Although customers felt the service was
good at 1541 and they felt welcomed, they
thought the atmosphere of 1541 could improve.
Bringing
customers in
more often
Customers said they would come into 1541
more often if there were loyalty programs,
more comfortable seating, taste testing, and
events. (and not if there was a TV )
Awareness
Social
Media
100% of the respondents follow you on Facebook (not surprising since the survey was distributed through Facebook), but 0% of the respondents follow you on Instagram and Pinterest.
Survey respondents would prefer (ranked):
1. Updates on whats going on in the
shop
Recommendations
Product
Teas
Make the tea an experience for consumers, differentiating 1541 from other local coffee shops. Allow the consumers to brew their own tea with
personal tea sets.
Lunch
Give consumers unique, high quality options that they couldnt easily make at
home.
Sandwiches with fresh ingredients like pesto, mozzarella, basil.
Chicken salad on a croissant roll should also be implemented
Fresh salads and soup were also very popular from survey respondents. These
should be easily prepared items.
Consider:
Mexican tortilla soup
Minestrone soup
Breakfast
Try the English muffin option and the
quiche option out. Respondents to the
survey also wanted croissants/chocolate
croissants.
Dessert/
macaroons
Have fun with the dessert and macaroons, try the different options out that
customers asked for and maybe even
some they didnt.
New Menu
Items
For all new menu items include a feedback survey to get the consumers opinions on these new items and consider
making these items a Taste Testing Tuesday item to get the consumers involved.
As always, promote these new items via
social media.
(Find out more about surveys and Taste
Test Tuesday on later pages)
New Products
to Sell
T-shirts
New Products
to Sell
Use promotional mugs as the dine in option for customers.
I have posted some ideas for promotional
mugs at:
http://
www.pinterest.com/
karliragan/1541-pc/
Place
Expansion
If you were to add another location, it
seems like South College Station may be
the best bet.
However, I think you guys should focus on
maintaining this location and improving
on other recommendations before deciding on expansion.
Promotion
Social
Media
Contest
Social
Media
Continued
Special
Events
Every couple of weeks, host an event to
create interest from current employees
as well as bring in new ones
Special
Events
PROMOTE
THIS! Make a
Facebook
post.
Loyalty Program
Implement one, but make sure its a measurable. Look into the options that your POS offers.
If it can be linked to a customers credit card or
gives you info on how often they come in/what
they purchase that would be the best.
Signage
Flyer
Physical
Evidence
Website
Website
Continued
Processes
Surveys
1. Go to: https://www.surveymonkey.com/
myaccount_join.aspx to create a free account
2. Survey ideas (with already made templates):
i. Which coffee art do you want this week?
ii. An order form for macaroons:
Open it every week from Thursday until whichever
day you prefer. Promote it on your Facebook.
iii. Feedback form (ongoing)
Physical
Evidence
Branding
Atmosphere
Atmosphere
Inspiration
Atmosphere
Paint color for wall behind counter
(first wall you see walking in)
Redesign
Continued
Continued
Atmosphere
Continued
Paint color for other
walls (besides wall
behind the counter)
For over some of the
tables
Flooring
Overstock.com (currently
$311 for a set of two)
Overstock.com (currently
$197 for a set of two)
Keeping
Track of
Margins
Find out which products are really making the most revenue for your company.
Remember, time is money.
Some of the products are very time intensive, and only sell for a few dollars.
Decide which products to really promote after finding which products are
the best investment for your time.
Branding
Consider removing the Lavazza coffee
cups and sleeves from your products as
consumers may not associate 1541 with
the brand. Furthermore, many consumers may not even know what Lavazza is
and it may be causing confusion. This
may be an item that would be great to
test via survey.
The 1541
Brand
Brand
Associations
Popular terms used:
Quality (5)
Delicious (5)
Fresh (2)
Authentic (2)
Friendly/welcoming (5)
Appeal
The top reasons customer choose to come
into 1541 instead of other coffee shops are:
1. Supporting a local business
2. The coffee quality
Positioning
Defined : an attempt to manage how potential customers perceive a product or
service. An aspect of differentiation.
High quality
House made / Home
made
Elegant
Cultural (Spanish elements,
artisan quality products,
future artwork)
Local
Connoisseur
Slogan
Guidelines: Should represent ideals from
brand positioning
Current Slogan:
Taste just like grandmas, its
made from scratch
Proposed Slogans:
Our passion, in a cup
Elegantly crafted with you in
mind
Our passion, crafted with you
in mind
Branding
Template
Thank you
Ive loved getting this opportunity and I
hope you find the recommendations
helpful.
-Karli Ragan