Service Audit Project
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Determining the factors and decisions related to choosing coffee
Sundy He, Caleb Jones, Frank Barletta, Katie Gardner, Abi Van Nostrand
Industry Background ➢
Coffee house industry makes over $20 billion annually
➢
Millennials are the primary consumers of coffee in the US
➢
Convenience is the main driver for purchases
➢
Coffee culture in the US is heavily influenced by countries like Brazil, Australia and Italy
Objectives
➢ ➢
Determine if 18-24 year olds choose specialty coffee shops over chain coffee shops and why Determine what the most important factors in choosing a coffee shop are for 18-24 year olds.
Chain
Local
➢
Consistent menu
➢
Unique experience
➢
Multiple locations
➢
Unique beverages
➢
Reputation
➢
Perceived Quality
➢
Strong brand
Chain
Local Very small, limited to local
➢
Less Personal
➢
Poor quality
➢
Less barista expertise
➢
Not strictly standardized
➢
Poor nutrition (high in sugar)
➢
Less financial cushion
➢
Crowded spaces
➢
area
Research Methods Survey and Observation
Limitations & Disclaimers ➢
Javas was the only on campus option
➢
People from RIT might have interpreted “Starbucks” to mean Midnight Oil
➢
We included participants outside of our desired age range
➢
limitations with google drive as a survey platform
Survey
107 Participants
Determining: ➢ ➢
Most popular coffee shops and why Most important factors in choosing a coffee shop
Findings (Chain) ➢
35.5% of people surveyed prefer chain coffee shops
➢
Consistency (51%) was the biggest motivator when favoring chains
➢
Price and loyalty programs were less important (8% and 5%)
Findings (Local) ➢
64.5% of people surveyed prefer local coffee shops
➢
Quality (42%) and supporting local businesses (33%) were the most important factors
➢
Atmosphere (31%) and experience (28%) were big drivers as well
Observations
Chain Observations Starbucks
Dunkin’ Donuts
➢
Dim, Brand-centric, neat
➢
Small , casual, bright
➢
Customers 18+
➢
Customers 18+, mostly 30-60
➢
Grab + go and sit in
➢
Grab and go
➢
Friendly service
➢
Neutral service
Local Observations Java Wally’s ➢
Casual, artistic, dim, loud, busy
➢
18-30
➢
Grab + go and sit in
➢
Friendly service
Glen Edith Coffee Roasters ➢
Small, casual, older aesthetic, artistic, bright
➢
Ages 20-40
➢
Sit in
➢
Friendly Service
Which, Why & What Top Reason to Pick a Shop ➢
Quality
Most Preferred Coffee Shop ➢
Local: Java’s
➢
Chain: Starbucks
Most Purchased Menu Item ➢
Hot Brewed Coffee
Recommendations Local ➢
More consistent product
➢
Familiar menu options
➢
Increase convenience
➢
Increase awareness
Chain ➢
Improve seating
➢
Improve the environment
Questions
Sundy He, Caleb Jones, Frank Barletta, Katie Gardner, Abi Van Nostrand
Industry Background ➢
Coffee house industry makes over $20 billion annually
➢
Millennials are the primary consumers of coffee in the US
➢
Convenience is the main driver for purchases
➢
Coffee culture in the US is heavily influenced by countries like Brazil, Australia and Italy
Objectives
➢ ➢
Determine if 18-24 year olds choose specialty coffee shops over chain coffee shops and why Determine what the most important factors in choosing a coffee shop are for 18-24 year olds.
Chain
Local
➢
Consistent menu
➢
Unique experience
➢
Multiple locations
➢
Unique beverages
➢
Reputation
➢
Perceived Quality
➢
Strong brand
Chain
Local Very small, limited to local
➢
Less Personal
➢
Poor quality
➢
Less barista expertise
➢
Not strictly standardized
➢
Poor nutrition (high in sugar)
➢
Less financial cushion
➢
Crowded spaces
➢
area
Research Methods Survey and Observation
Limitations & Disclaimers ➢
Javas was the only on campus option
➢
People from RIT might have interpreted “Starbucks” to mean Midnight Oil
➢
We included participants outside of our desired age range
➢
limitations with google drive as a survey platform
Survey
107 Participants
Determining: ➢ ➢
Most popular coffee shops and why Most important factors in choosing a coffee shop
Findings (Chain) ➢
35.5% of people surveyed prefer chain coffee shops
➢
Consistency (51%) was the biggest motivator when favoring chains
➢
Price and loyalty programs were less important (8% and 5%)
Findings (Local) ➢
64.5% of people surveyed prefer local coffee shops
➢
Quality (42%) and supporting local businesses (33%) were the most important factors
➢
Atmosphere (31%) and experience (28%) were big drivers as well
Observations
Chain Observations Starbucks
Dunkin’ Donuts
➢
Dim, Brand-centric, neat
➢
Small , casual, bright
➢
Customers 18+
➢
Customers 18+, mostly 30-60
➢
Grab + go and sit in
➢
Grab and go
➢
Friendly service
➢
Neutral service
Local Observations Java Wally’s ➢
Casual, artistic, dim, loud, busy
➢
18-30
➢
Grab + go and sit in
➢
Friendly service
Glen Edith Coffee Roasters ➢
Small, casual, older aesthetic, artistic, bright
➢
Ages 20-40
➢
Sit in
➢
Friendly Service
Which, Why & What Top Reason to Pick a Shop ➢
Quality
Most Preferred Coffee Shop ➢
Local: Java’s
➢
Chain: Starbucks
Most Purchased Menu Item ➢
Hot Brewed Coffee
Recommendations Local ➢
More consistent product
➢
Familiar menu options
➢
Increase convenience
➢
Increase awareness
Chain ➢
Improve seating
➢
Improve the environment
Questions
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