&cafe experience design

A Service & Experience Concept Breea Kelly 2013

Table of Contents Competative Analysis

1-7

Location

8-11

Location Studies

12-15

The idea

16-21

Personas

22-29

Secenario & Service Blueprint

30-39

Physical Evidence

40-47

COMPETATIVE ANALYSIS

5

1

BLACK EYE COFFEE SHOP LOCATION 3408 Navajo Street, Denver CO 80211 Open: 8am – 6pm

• Lack of useable outlets

• Mid block • Small street • Working class neighborhood

BRAND • Strong assets • Friendly Approachable staff • Local owners • Attempting to add dimension to coffee scene

PRODUCTS • Single origin coffee • Imported teas • Pour overs and Frenchpressed coffee • Rotating coffee selections • Limited hot food options • Fresh produce • Imported goods COMPLIMENTARY SERVICES • Wi-Fi 2

ATMOSPHERE • Relaxed environment

“The Clever Turnip”) • Large service area • Rustic with an industrial twist • Repurposed environment and fixtures • Clean and refined front of store • Open plan • Seasonal spatial changes

PATRONS • Ages 23-38

WEB PRESENCE • Drinkblackeye.com • Emulates physical space • High-level information

CUSTOMER SERVICES • Friendly • Cleanly

COMMUNITY • Advertises community affairs

PHYSICAL SPACE • Duality of space (Coffee shop + dry goods market

3

DENVER BICYCLE CAFE LOCATION 1308 E 17th Ave, Denver CO 80218 Open: 10am- 6pm • Foot traffic • Main street • Mid block • Wealthy neighborhood PRODUCTS • Local industry + hand made goods • Local Coffee • Imported teas • Tap & Canned beer • Low end of cost spectrum COMPLIMENTARY SERVICES • Wi-fi

4

ATMOSPHERE • Mellow environmen BRAND • No interest in food business • New to area (1 year established) • Foot traffic • Supports local businesses + vice versa • Committed to open style • Largely focused on Bike culture • Community driven • Hopes of expansion PATRONS • 21+ (open to everyone) CUSTOMER SERVICES • Friendly • Approachable

PHYSICAL SPACE • Large service area • Duality of spatial usage (Bike repair + Coffee & Beer) • Urban + Industrial open space • Communal seating • Permanent custom artwork • Central Division of the space • Large storefront • Seasonal spatial changes WEB PRESENCE • Denverbicyclecafe.com • High-level information COMMUNITY • Holds social events • Advertises community affairs

5

PABLO’S LOCATION 630 East 6th Avenue, Denver CO 80203 Open: 7am – 10pm • Corner location • Foot traffic PRODUCTS • Signature + single origin coffees • Varied brewing methods • Large variety in coffee selections in order to cater to a wide range of Flavor palettes • Imported teas

6

ATMOSPHERE • Vibrant ambiance BRAND • Strong assets • 2 locations varying in theme • Focused on consistency + efficiency • Community driven PATRONS • 21+ CUSTOMER SERVICES • Friendly • Approachable

PHYSICAL SPACE • More eclectic other than streamline • Small Service area (2-3 employees at most behind bar) • Seating could be reconfigured to ease flow • Sells a variety of art work in space WEB PRESENCE • Pabloscoffee.com • High-level information COMMUNITY • Advertises community affairs

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LOCATION

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, BERKELEY, CO “Old town with a new world feel” Orignally annexed as “Berkeley” in 1902, this land was previously homesteads and then turned farmland. It now has a strong art and culture influence, community driven, and a consistently growing population. This area has new small modern apartment structures, businesses nestled in old home-like structures and across the city the original architecture is mixed in with new

COMMUNITY

• Families of all sizes • Pet friendly • Lively & social • Support buy local • "Friends of Berkeley" membership • Merchants Association

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modern developments. It seems to be a relatively quiet neighborhood with a lively town center located on Tennyson St. The small residential streets are lined with family homes and the few busier larger streets are filled with independently owned companies. If I could imagine living in this neighborhood, I am sure that I wouldn’t have to go too far for anything I needed or desired.

ATTRACTIONS

• Art walks • Galleries • Performing Arts • Parks and Recreational spaces • Lakeside amusement park • Elitch Lanes • Churches • Schools • Post Office

BUSINESSES

• Restaurants • Bakeries & Cafés • Grocery stores • Hardware stores • Body art • Antiques • Boutiques • Barbers • Salons • Pet stores • Mechanics

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LOCATION STUDIES

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INDEPENDENT COFFEE SHOP LOCATION

Zook’s 3156 W 38th Ave, Denver, CO 80211 United States

14

The people interviewed in small shop were very similar.We asked questions about apperance, facilities, reason for visiting, comfortablility, and its surrounding location. From those questions we understood that in this independently owned shop the visitors all felt a real sense of community and truly enjoyed the company the owners. One of the defining attributes of this shop was the visitors love for the food. Overall this homey shop seemed to have a steady stream of reliable customers and a great staff that their customers enjoy.

CORPORATE COFFEE SHOP LOCATION

Starbucks 2255 Sheridan Blvd Edgewater, CO 80214 United States

The people interviewed in this particular shop had a wide range and variety of answers to our questions. We asked questions about apperance, facilities, reason for visiting, comfortablility, and its surrounding location. From those questions we understood that even though this was a coorporate chain of coffee shops the visitors still felt a great sense of community and comfort, this could be due to its snaller size. Most visitors enjoyed the location but felt that it could use a better parking area. Overall this buisness like setting was able to provide a comfortable setting with an urban environment

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THE IDEA

?

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JUICE & COFFEE QUICK & FRESH FRIENDS & FAMILY EDUCATE & ENTERTAIN COMMUNAL & PERSONAL

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THE ENTIRE STORY

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We intend to make a comfortable community space that caters to the needs of families and individuals alike. We offer a wide range of coffees, fresh squeezed juices and bulk snack foods. With divided spaces we hope to cater to educational and entrainment needs. Since we are located across the street from the community park it is imperative that everyone in the neighborhood feel like they are at home.

In order to cater to the different paces of family life, we provide quick front of the shop service and back of the house comforts, just incase you want to stay a while or join us at a community event. We look forward to working with outside organizations as hosts in order to keep the shop and community continuously lively and active.

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PERSONAS

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“The Local” Sarah Pratt 23 Writer

24

Who is Sarah?

• Local

• Enjoys seasonal items

• Vegetarian

• Very social

• Regular customer

• Attends events

• Some knowledge of coffee

• Reads & Relaxes

• Familiar with facilities

• Always makes a purchase

• Likes certain seating areas

• Friendly with employees

Loyalty Consistency Coffee Knowlege Visits Price Range Sarah needs a space where she could get a good cup of coffee, sit down to read a book or write one. Sometimes she may seek conversation or entertainment but has no problem enjoying her own company and relaxing.

25

“The Amenity Seeker” Anton Seon 30 Freelance Designer

26

Who is Anton?

• Local

• Uses wifi and outlets

• Infrequent visitor

• Does not attend events

• Great knowledge of coffee

• Works and relaxes

• Familiar with facilities

• Always makes a purchase

• Any seating is suitable

• Friendly with employees

• Buisness related visits

• Sometimes social

Loyalty Consistency Coffee Knowlege Visits Price Range Anton prefers a space that is set up as a suitable work enviornment. Often he comes alone, but occasionally you can him working with a client. When alone, Anton desires a closed off space, a couple shots of expresso, electricity and a wireless internet connection.

27

“The Family Man” Greg McMahon 40 Project Manager

28

Who is Greg?

• Local

• Any seating is suitable

• Regular customer

• Enjoys seasonal items

• Frequent visitor

• Very social

• Health nut

• Attends events with family

• Great knowledge of coffee

• Always makes a purchase

• Familiar with facilities

• Friendly with employees

Loyalty Consistency Coffee Knowlege Visits Price Range Greg needs a place where he feels comfortable bringing his familiy. He is always aware of what he is eating and likes to make sure they are realiable natural products. He frequently makes quick visits to get his coffee fix and likes a variety of options. Him and his family enjoy being together when they can and need a space that they all can enjoy.

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SCENARIO & SERVICE BLUEPRINT

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Scenario Greg McMahon is a father of two. In the mornings his wife leaves early for work with a 30 minute commute, which leaves Greg to get the kids ready for school. Because time is so stretched Greg prefers to get his morning fix of coffee at “&” café on the way to the kids school.

After getting everyone dressed, out the door, and in the car greg makes a quick stop for coffee. The kids are a little hungry so he lets them come inside and get a small juice and a breakfast snack. As they wait for their goods they scan the activity board for any events they might like to attend. Jermey mentions that he has an american history test next week and will need help studying, Angie tells her father that she wants to see the action movie playing on sunday night. Greg takes note of what his kids need as their food becomes ready. In a hurry they thank their servers, get some condiments, and make their way out of the door.

32

Supporting Service Blueprint Phsyical evidence

Front of stage

Back of stage

Support process

• Large menu of all regular and seasonal items available • Community events feed on digital display

• Website event calendar

• Post sinage and provide employee who manages events

• Have a regular and seasonal menu prepared • Keep events planned and manage hosts and attendance Results: Customer recieves food quickly & is introduced to event calendar.

33

Scenario Greg drops off the kids on time and makes his way to work. Around mid-day Greg texts his wife Monette the event times and dates that their children want to attend so she can stop by “&�on the way home. Around 3:30pm the kids are let out of school and their mother waits for their arrival in the pick up parking section.

Almost home she pulls into the coffee shops parking lot and runs inside register for the events they want to attend. Before she leaves she decides to surprise the kids with some before dinner snacks and juices and grabs a small coffee for herself.

34

Supporting Service Blueprint Phsyical evidence

Front of stage

Back of stage

Support process

• Event sign up self serve kiosk

• Greet the customer and send to self service kiosk

• Front of store knowledge and customer assistace

• Provide empolyee service briefs • Keep events planned and manage hosts and attendance Results: Customer successfully signs up for event and makes a to go purchase.

35

Scenario When they arrive home the kids make their way to the kitchen table to start their homework and their mother gets started on cooking dinner.

About twenty minutes later their father gets home and sits down with his children at the kitchen table. Monette is almost finished fixing dinner. While the water boils for the spaghetti noodles she writes in the coffee shop events on the family calendar.

Thursday night after dinner Jermey and Greg stop by the shop for his tutoring lesson. When the lesson is finished Greg rewards Jermey with a Chocolate almond milkshake and gets a strawberry almond one to-go for his little sister.

36

Supporting Service Blueprint Phsyical evidence

Front of stage

Back of stage

Support process

• Tutuoring area with subject of study signage • Large menu of all available items

• Greet attendees and provide service at register

• Set up sectioned off area • Provide wayfinding for hosted event and prepare food and drinks

• Constant communication with out of house hosts • Have a regular and seasonal menu prepared Results: Customers attend the event, interacts with their community and makes a purchase.

37

Scenario When sunday comes around they all plan to go to the shop to watch the featured movie. Since its movie night the place is packed with people.

They get some snacks and drinks and find a seat near the movie screen. The movie finishes before sunset and they to go across the street to spend the rest of their sunday in the park.

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Supporting Service Blueprint Phsyical evidence

Front of stage

Back of stage

Support process

• Movie showtimes, snacks, drinks menu takeaway, and in-house theater

• Facilitate event management

• Have employee manage facilites

• Daily seating charts & daily employee assignments Results: Family attends event, buys some goods and interacts with others at the event and in the park.

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SERVICE EVIDENCE

%

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FILM NIGHT MENU

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WEBSITE

44

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PRINT AD

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THANK YOU