The Growth of Cafe Business

The Growth of Cafe Business

Title of the Project

The title of the project is The Growth of Cafe Business: Factors that Influence Opening Coffee Shops in New Generations. The main aim of this paper is to determine the different factors that influence the opening of coffee shops in the new generation.

Statement of Purpose

The growth of the café business is dependent on numerous factors. Nowadays it is very difficult to cater the needs and requirements of the new generation. Their demands and needs are constantly changing. The new generation needs change and is attracted towards things which are unique and different. For the launch of a coffee shop, the owners and marketers needs to research about the different factors that can influence the opening of the coffee shops in new generations. The purpose statement of this research is to determine if the price, location, design and structure, variety and marketing are the factors which influence opening of the coffee shops in new generation. This research will determine which factor influence the growth of the coffee shop more.

Background

My interest in the coffee shops is personal. I started consuming coffee in my college days. It helped me in generating energy while studying and helped me in keeping awake. I always wanted to do my own business and opening a coffee shop was the most perfect thing I came up with because of my love of coffee. Since it is my personal interest, I had also done some research regarding the coffee shops and cafes in America. I have also wanted to study the different trends and happenings in terms of the coffee shop. The speed of development of the coffee shops around the world in recent years has caught everyone short. The last decade has seen growing coffee rejuvenate and emerging coffee shops and cafes in various countries. According to a research, the American market for coffee shop grew by 205% between 2008 and 2012, reaching more than 13,500 units and their sales exceeded € 3.5 billion (Godsmark & Arduser, 2004). In addition, a further growth is expected in the coming years, as many countries started adopting the concept of "frappucino to go". Competition from already established traditional cafes in America remains strong. The evolution of behavior and the economic situation led to difficulties of survival for these operators, mostly independent. Work with increasingly long lunch breaks becoming shorter and sandwich takeaway with coffee, the Americans have less time to spend in cafes that once represented places for informal hangouts (Bird & Hughes, 2010). On the other hand, with the development of travel, customers are increasingly informed about new forms of coffee consumption and found the convenience of takeaway coffees.

Significance

This topic has a major significance as it will not only assist me in determining ways in which to open my own coffee shop but it will also help other individuals who are interested in launching a coffee shop or a café. This will demonstrate the current and past trends ...