Hospitality local coffee shop in Coppell, TX, provides unique

  Hospitality and Tourism Operations Research Event Coppell High School 185 W Parkway Blvd Coppell, TX 75019Henil Rathod, Sreeya Reddy, Brinda Bobbala 10 January 2018TABLE OF CONTENTSEXECUTIVE SUMMARY  …………………………………………………………………………………………………………………INTRODUCTION …………………………………………………………………………………………………………………………….

Description of Business or Organization ……………………………………………………………………………Description of the Community …………………………………………………………………………………………..Business’s Current Customer Service Experience, Offerings & Strategies ………………………….RESEARCH METHODS USED IN THE STUDY …………………………………………………………………………………  Description & Rationale of Research Methodologies to Conduct the Research Study ………..

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Process Used to Conduct the Selected Research Methods …………………………………………………FINDINGS AND CONCLUSIONS OF THE STUDY …………………………………………………………………………….Findings of the Research Study ………………………………………………………………………………………….Conclusions Based on Findings ………………………………………………………………………………………….PROPOSED STRATEGIC PLAN ………………………………………………………………………………………………………… Objectives and Rationale of the Proposed Plan …………………………………………………………………..Proposed Activities and Timelines ……………………………………………………………………………………..

PROPOSED BUDGET ……………………………………………………………………………………………………………………….BIBLIOGRAPHY ……………………………………………………………………………………………………………………………….APPENDIX ……………………………………………………………………………………………………………………………………….  Executive Summary Liberation Coffee Co. , a local coffee shop in Coppell, TX, provides unique and exceptional service against its competitors by providing high quality freshly brewed drip coffee and small local freshly baked snacks and pastries to its customers who come in for a cup of morning coffee or to relax and catch up on work while enjoying an afternoon tea.  Liberation Coffee intends to provide a feeling of liberation and freedom from artificiality. Their goal is to provide a place for its customers to change the world over a cup of coffee where they are free from judgement and welcoming people from all walks of life. Liberation Coffee does not target a specific group of people, but rather opens up its environment to bring inspiration and change towards all of its innovators.

RESEARCH METHODS USED KEY FINDINGSAccording to our research conducted we have found some holes in the customer service experience provided by Liberation Coffee that has caused them to have lower sales in comparison to competitive local restaurants and coffee shops in proximity.  Using surveys and research data collected from customers during their experience, we have seen a drop down in sales because of their interior and comfort, which it lacks as compared to the competitive interiors.  Also, the lack of sales has caused an increase in menu prices, whereas competitive locations offer the same items for almost half the price. Many people are not even aware of the local coffee shop because of the limited social media updates, isolated location, and an increase of customers in the competitive locations. CONCLUSIONS AND RECOMMENDATIONSPROPOSED MARKETING GOALSWe have devised a set of proposals to improve and expand customer service experience and relations with the local customers of Liberation Coffee, which include:Improve and expand presence on social media platforms to increase customer awareness Introduce incentives for increasing sales such as a rewards program or promotions Provide more interaction and involvement with locals such as sponsoring or hosting community events Redesign the website and logo to provide for a more appealing and easy-to-use experience that follows the branding PROPOSED BUDGET The approximate one year budget is $4,921.86. Our proposed plan ensures an increase in returning customers as well as new customers, which will hopefully increase the returns on the investment. Not only will we increase customer count, but we intend to also increase and introduce higher sales that will cover the expenses made to enhance and “refurbish” the customer service experience at Liberation Coffee Co.

IntroductionDESCRIPTION OF BUSINESS OR ORGANIZATIONLiberation Coffee Co. is a small local coffee shop that serves the local community of Coppell, TX, ideally located around a commercially active town in close proximity with a high school and various businesses.  As stated in the company name, this coffee shop differentiates itself in attempt to get its customers to “liberate” themselves, and provide a freedom from artificiality. One sip of coffee should be enough to create a change to the world at Liberation Coffee, without any judgement or obstacles in life. This location is ideal for customers coming in to complete work or relax and grab something to eat, as it expresses and emphasizes the importance of open ideas and creativity in a relaxed ambiance while enjoying their brewed coffee and daily-baked snacks. Liberation Coffee opened doors in July of 2016, founded by two veterans, Ben Owen and Brolen Jourdan, who “liberated themselves” from their unhappiness of working the office life. With the help of their history in food service and hospitality, both of them made their dreams come true by opening their first coffee shop.

Freshly brewed coffee and a variety of other drinks like espressos, lattes, smoothies, and mochas are catered by Eiland’s Coffee Roaster’s, which is one of Dallas Ft. Worth’s oldest specialty roasting companies in Richardson since 1988. Various blends and types of drinks are offered, as well as drip and pour over with assorted milk and syrup options as well that are all suitable for vegans. Fresh fruit smoothies accompany the various Harney and Sons Tea selection, along with almost any type of hot drink one would need on a morning run, from Americanos to Macchiatos. In addition to the various selections of coffee, locally sourced pastries are also offered, which are catered from Zenzero Kitchen & Bakery. Selections include scones, banana or pumpkin bread, coffee cake, macarons, etc.

to accompany a warm drink. DESCRIPTION OF THE COMMUNITYEconomic:  Liberation Coffee Co. is located in Coppell, TX, a small yet actively growing and expanding city near Lewisville, TX and Irving, TX. In Coppell, the unemployment rate is 3.

6%, compared to the overall Texas unemployment rate of 3.9%. There is a median household income of $111,817 and the average home price is around $300,300.

The median rent in Coppell is approximately $1,198. This is in comparison with Texas, where the median household income is $56,565 and the average home price is $269,000. Demographic:  The majority of the population in Coppell is White, about 58.

82% out of the population, with Asians coming second at 21.45%, followed by African American at 4.98%, and other races following them.

The median age of the Coppell population is 38.2 years.  The majority of the population is female at 51.1%, and males at 48.

9%. Of the females and males, 24.3% are not married, whereas 62.7% are married, but 13.0% are divorced. In this area, a majority have received and completed higher levels of education, with 68.6% of the population having an associates degree and higher.

Geographic:   Liberation Coffee is located just off of Denton Tap Road in Coppell, TX, in close proximity to Coppell High School and Coppell Middle School North, providing an ideal location for students to complete work and catch up with friends, or even for parents or teachers to find a place to meet up. However it is surrounded by various competitors such as American Tea & Spice, Zenzero Bakery, Starbucks, and other dining options such as Black Walnut Cafe and Rosa’s Cafe and Tortilla Factory. Its proximity to a variety of apartments and newly built homes make an ideal center location for residents to find a quiet place to work or meet up as well. Located ideally on Denton Tap Road, that provides a long connection for anyone that needs to head to work nearby, Liberation Coffee is a quick turn to simply grab a coffee or a snack before heading to office. Socioeconomic:  The majority of residents in Coppell, TX are mostly categorized under middle class and upper class families.

The school district of Coppell ISD makes Coppell an ideal location for families with children to move into. Much of Coppell’s residents complete a high level of education, with 68.6% having an associates degree and higher, and the median household cost of $300,300 supports Coppell as a location with many middle and upper class families.

The crime rate in Coppell is safer than 59% of US cities, sitting at 12.7 per 1,000 residents.  BUSINESS’S CURRENT CUSTOMER SERVICE EXPERIENCE, OFFERINGS & STRATEGIESLiberation Coffee targets their market around various customers, providing them with many opportunities to improve on the basis of different target groups. Their expansive menu attracts to the senses of the youth and the seniors, offering an array of coffees, lattes, smoothies, etc. as well as small snacks that satisfy the daily needs of a normal coffee shopper. Liberation Coffee best targets the younger generational group, best providing services for the younger generation of students in high school and middle school.

The wide variety of high school students make their way towards Liberation Coffee after a long day at school and take advantage of their inspiring beverages to refresh themselves and continue to work towards success. The relaxed atmosphere provides a great setup for those with technology, which is a heavy factor influencing many factors in this local business. Complimentary wifi allows access for students to complete work in their various seating set up, which includes high seating, tables, benches, and comfy lounge chairs in proximity to multiple power points to allow for students to work for longer times to complete work effectively.

The company’s website displays the expansive menu selection so customers have an idea as to what they will experience or what they prefer during their visit. Liberation Coffee’s social media platforms include the usage of Twitter, Instagram, as well as Facebook to reach out to its local customers and provide updates and events being held, which can be directly accessed from their website. Their user friendly website allows for easy access to the menu and contact information of the business, which is kept very simple and does not complicate anything. Liberation Coffee Co. also provides focus on quality of their coffee customers. In order to enhance the experience of their customers and satisfy the need of the variety of demands from customers, they have also introduced vegan certified syrups for lattes, vegan certified smoothie options, along with alternative milk options such as soy, coconut, and almond.

Their high quality coffee provides individuality to their fresh daily brews, with cocoa beans provided by Eilands Coffee Roasters of Richardson, TX. Liberation Coffee also caters snacks from Zenzero Bakery on a daily basis, as each and every snack and pastry is baked in the morning before being sold to its customers, showing the level of care Liberation Coffee provides for its customers. Competitor companies like American Tea & Spice provide prepackaged and wrapped snacks, so they are not served freshly. Starbucks reheats items that have been kept for long periods, so it shows how Liberation Coffee provides utmost care for attention for the customers and what they are offered. They take dedication in their offerings and believe in high quality for what they offer their customers. In addition, repeating customers can bring home their coffee experience by purchasing the local Eilands Coffee beans that is on sale next to the checkout.Liberation Coffee intends to make a personal experience for each and every one of their guests, so they try to provide the most comfort and pleasure in a customers experience when visiting the shop.

They intend to create a sense of freedom, so in order to recreate these feelings while enjoying a cup of coffee, relaxing indie pop music and an array of famous artists are played to support the mood of the coffee shop; a calm, relaxed environment with a low ambiance level. The lighting makes for a more relaxing experience during one’s visit, allowing you to concentrate on the work trying to be completed but not interfering with one’s state of mind. The quiet environment and low ambiance provides for a perfect experience for customers to get work done while enjoying their personal space. Complimentary local newspapers restocked daily make for a perfect morning visit and keep you updated and joint with the rest of the world. The local newspapers show how Liberation Coffee targets various groups of people and is open to attracting customers of all ages, by adding complimentary wifi for the younger generation to complete school assignments, and complimentary newspapers to keep the old-school up to date on current affairs shows how Liberation Coffee has welcomed anyone to enjoy an equally pleasing experience. Also, considering the fluctuating  weather of Texas, Liberation Coffee has added seating outside of the local shop, to provide more seating options for its customers; whether its a hot day or a windy rainy season, their customers can find a seat that compliments their mood with their beverages.

Research Methods Used In The Study DESCRIPTION AND RATIONALE OF RESEARCH METHODOLOGIES TO CONDUCT THE RESEARCH STUDYIn order to conduct data and collect responses that would help understand the business insights of Liberation Coffee Co, the most suitable research methods were chosen that would help gather  facts and responses to most effectively provide an understanding to the company’s marketing plan and current methods to improve customer service experience for their customers. Surveying Customers & Analyzing Responses The first step to understanding how to improve customer service experience is collecting information and insight about the customers themselves. The survey would help us collect information about the target groups it focuses on and what majority customers we see visit the shop. We also collect insights on what customers favor the most and what they would like to see get improved in the future. This helps us understand what we can do as a business to improve according to the feedback of the customers themselves. Options like introducing a rewards program, redesigning interior, redesigning menu, etc. are displayed on the survey to provide options to customers on what they would most like to see in the future to improve their visits.

It allows us to serve the needs of the customers with the help of their feedback so we can better serve their needs. In order to see the survey offered to customers, check the Appendix for a reference. Interviewing OwnersBy interviewing the owner of Liberation Coffee, it was easier to collect background information and provide a deeper insight into the thinking and mission statement of this local business.

Questions important to ask the owner were details about the startup of the business, current marketing strategies being targeted to what kinds of target markets, how effective their promotions and current strategies implemented have been, what differentiates themselves from other businesses, and what the owner thinks can be improved to increase sales and customer service experience of the local coffee shop. Interviewing the owner helped understand the outcome and startup of the business and what is intended to be accomplished to enhance customer service. A list of questions asked to the owner can be found in the Appendix. Interviewing EmployeesBy interviewing employees, we understand if employees are carrying out what is expected to be provided by them, and what they have seen in terms of  sales and what can be achieved to provide for more success in their customer service experience. Simple questions like what they have done differently toAnalyzing Social Outreach Analyzing Liberation Coffee Co.

‘s Website Researching Competitor Strategies Towards Enhancing Customer Service ExperienceStatistical Analysis PROCESS USED TO CONDUCT THE SELECTED RESEARCH METHODS Surveying Customers & Analyzing Responses Interviewing OwnersInterviewing EmployeesAnalyzing Social Outreach Analyzing Liberation Coffee Co.’s Website Researching Competitor Strategies Towards Enhancing Customer Service ExperienceStatistical Analysis Findings And Conclusions Of The StudyFINDINGS OF THE RESEARCH STUDY CONCLUSIONS BASED ON FINDINGS Proposed Strategic PlanOBJECTIVES AND RATIONALE OF THE PROPOSED PLAN PROPOSED ACTIVITIES AND TIMELINES Proposed Budget Our proposed budget is the most effective as well as budget friendly. This analysis is important to our business, because it  can determine whether the overall plan would be most practical. Essentially through the plan we will be receiving more profits than our investment, making the plan viable in the long term.

Proposed PlanCostRebrandingLogo- $50.00Branded Cold Cups- $2970Social MediaInteractive social media giveaway- $60Promotions/Rewards1000 Punch Cards- $20Money lost on free drinks- $500.00New furniture/decorWall decor- $300Chairs- $540.00Bar stools- $111.96Lounge chairs- $429.

90Total Year 1 Budget $4,291.86Through this plan we hope to enhance customer experience to a positive one in which we will be securing more loyal customers. By investing in the propositions we expect to see a revenue of about $6,000. Bibliography Cox, Tim. “How One Veteran-Owned Coffee Shop is Liberating DFW From Trendy Third-Wave Coffee.” Dallas Observer, 9 May 2017, www.dallasobserver.com/restaurants/veteran-owned-liberation-coffee-in-coppell-serves-coffee-with-no-pretension-9446007