WILLIAMS COFFEE PUB

Established by two innovative brothers, William and George Giannakopoulos first opened the
doors to Williams Coffee Pub (WCP) in the small town of Stratford Ontario in 1993. 15 years
and 40 restaurants later, Williams Coffee Pub has flourished into a multimillion company. Their
franchises are continuing to expand in Southern Ontario and a new promotional campaign must
be structured.

TARGET AUDIENCE FOR WILLIAM”S COFFEE PUB

Currently, WCP does not have a group of consumers toward which their advertising campaign is
directed. If George and William Giannakopoulos wish for their business to thrive in an
increasingly competitive environment then they must determine who they want their promotional
and advertising campaigns to be directed towards. With many types of coffee shops and bistro
type restaurants such as Tim Horton’s, Starbucks and Second Cup, Williams Coffee Pub needs to
target both customer and non-customer groups with their promotional and communication
efforts.
Customer Group:

WCP can direct their communications to brand loyal customers who regularly dine at the
restaurant and purchase WCP products. WCP should maintain and enhance relationships with the
customers who visit WCP on a regular basis, by focusing promotional efforts on current
customers. Favourable brand switchers should be another customer group that WCP should focus
their promotional efforts on. These customers purchase from WCP but also from other businesses
such as Tim Horton’s or Starbucks, however WCP understands that they are an important source
of purchases and are loyal to a degree. It is important that WCP advertises to these consumers so
that their brand remains in the evoked set which in turn will lead to stronger loyalty in the future
through continued communication.
Non-Customer Group:

Under non-customer groups, WCP should target other brand switchers. The customers in this
group go to a few different coffee shops such as Second Cup, Tim Horton’s or Starbucks, all of
which are very similar in terms of providing customers with food and specialty drinks. WCP will
need to break into these consumers’ evoked set and within the other businesses that these
consumers are currently purchasing from.
Demographic:

Currently, the demographic segmentation of WCP is as follows:

Gender:

There is a good mix of men and women who purchase from WCP. However, women dine and
purchase from WCP more than men. Men visit the restaurant in the early morning on weekdays
(between 6-7 am). Women visit WCP mostly during the day for lunch and in the early evening.
Age/Lifestage:
 Male (businessmen mid 40’s)
Female (30-50, mothers with children)
Couples/friends (20-50)
Seniors on Sundays (60+)
Students (16-25, early morning and late evening)
The current demographic segmentation of gender, age and lifestyle seem to be very diverse for
WCP and its ability to diversify its menu attracts different markets including individuals,
couples, students, business people and families.
Socioeconomic:

The socioeconomic segmentation of WCP is determined by education and occupation of its

customers. For example, in the early hours of the morning, WCP customers are businessmen in
their early to mid 40’s who go to the coffee shop to have breakfast and read the morning paper.
In the mid-morning to afternoon there is often a variety of business people who have lunch
meetings at the restaurant. In the early morning as well as in the late evenings WCP caters to
students from the surrounding universities and high schools.
Geographic:

All of the 44 WCP Restaurants are located in Southwestern Ontario. The cities with the highest
amount of franchises include the Greater Toronto Area (GTA), Kitchener/Waterloo and
Hamilton. The restaurants are mostly situated in cities with universities and big businesses.