The Night Owl is a small shop in the middle of downtown Fullerton owned by Joe Rosati. Its main product is coffee. Rosati created The Night Owl with the idea that it would be a place where artists, musicians and like-minded people could come together and enjoy each other’s company. “Some of the best products are simple.” (Patel, 2012, para.9) People are more than willing to pay for a quality cup of coffee, more if it’s a specialty coffee. The product does not have to be complicated in order to be successful. The coffee industry and the coffee shop business has been booming in recent years, especially when it came to specialty coffees which are the main focus on the shop’s menu.
The market for specialty coffees has grown as consumers become
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People will go to the same shop, order the same thing with very little variation. If a shop is able to keep a customer in a set routine they are unlikely to faulted from that routine“…the morning coffee routine is no exception, making the coffee industry a high repeating and high referral business by default. The key is to continue to consistently make high quality coffee to keep the customers coming back.”(Lopez, 2011, para.5) This is the advantage that coffee shop have over all other types of …show more content…
“Even though the concept of social media marketing may overwhelm to certain small business owners, the process does not need to be a challenge.”(Arline, 2015 para.9) The Night Owl has taken advantage of social media in order to spread out and reach as many people as possible. “Another important aspect of your business-plan marketing strategy is personnel.”(Suttle, n.d. para. 4) The employees are the back bone of a business, they are the ones interacting with the customers on a daily basis.
The things that make the shop different from a typical coffee shop is the way it’s decorated. The inside resembles more of home and gives off an inviting atmosphere. Painting are displayed on the walls from different artists and it personalizes the experience. “… customers can engage multiple times per day with a cafe or coffee shop, so make them feel like it's a 'home away from home.”(Baskerville, 2013, para.7). The Night Owl succeeds in creating in a home away from home atmosphere. Rosati said. "We want people to actually get a cup of coffee, sit down and strike up a conversation with somebody."(Joe Rosati, November 15, 2015). This shop is supposed to be a place to not only get a good cup of coffee to also be a place to socialize and to get to know one
Fish’s depiction of the process of buying a coffee now is an unfair stereotype, as not everyone has experienced what he describes. For example Fish states, “if you are patient and stay in line (no bathroom breaks), you get to put in your order,” (Fish). The bathroom comment was quite unnecessary because nobody gets bathroom breaks for long lines. This quote by Fish was illogical for his argument. Fish continues, stating that when one receives a coffee, the “real problem” is how the coffee accessories are placed. There are too many of them, Fish believes, and the order is random. This is not true for most coffee shops. Typically in coffee shops, the dairy is together, the sugars are neatly piled, the straws and napkins are stacked tidily. Of course, there are coffee shops now that are how Fish described. However, he only describes a percentage of coffee shops, not all of them. Fish should have made that clear in his argument. To continue, Fish writes about people fighting over the accessories and balancing coffee in one hand. This comment is almost theatrical in its description. The scene Fish depicts is rarely seen at coffee shops. Fish’s argument does not represent a realistic representation of all coffee shops. Fish does not state this, therefore being unreliable in his
shop design & location is the criteria of how they are so successful for people enjoy a cup of
As said by the hysterical comedian David Letterman,” if it were[not] for coffee, [it would be impossible to] have no identifiable personality whatsoever.” Coffee is apart of everyone’s lives because it is a beverage of informal entertainment. People go to coffee shops to study or gossip with friends. All coffee shops target different types of people. It is questionable whether coffee shops are built a certain way. For instance, the Freudian Sip at the University Student Union at California State University, Northridge is the hot spot for students to go cram for an exam, take a coffee break, or simply gossip with friends. Going to the Freudian Sip is a unique experience rather than going to an ordinary Coffee Bean nearby. The Freudian Sip is a unique study space for a portion of the student body, yet ,due to the architecture it may not be accessible to all students, especially those with a disability.
Did you know that, out of every ten people, one is an early bird, one is a night owl and the rest follow a normal circadian cycle? Early birds and night owls are energetic at different times of the day. An early bird is a person who wakes up and starts their day very early in the morning. In contrast, a night owl is someone who is more productive during the night and enjoys staying up late. We experience a body temperature of high and low every 24 hours and since we are most active and alert when our body temperature is at its highest, it’s easy to see why early birds are more active and alert early in the day, while night owls do not become entirely active and alert until later in the day. Even though our wake and sleep tendencies are innate, there are a lot of factors that can define if we are an early bird or night owl.
Starbucks is currently the industry leader in specialty coffee. They purchased more high quality coffee beans than anyone else in the world and keep in good standings with the producers to ensure they get the best beans. Getting the best beans is only the first part, Starbucks also has a “closed loop system” that protects the beans from oxygen immediately after roasting to the time of packaging. They did this through their invention of a one-way valve which let the natural gasses escape but keeping oxygen out. This gave them the unique ability to ensure freshness and extended the shelf life to 26 weeks. Starbucks isn’t only about the coffee, it’s also about a place where people can escape to enjoy music, reflect, read, or just chat. It is a total coffee experience. The retail outlet has been responsible for much of Starbucks growth and has contributed substantially to their brand equity.
...ole in social media. Businesses are always on a hunt for the simplest and cheapest way to promote their company and their products. Social media has given them a way that is absolutely free and can be done within a minute. According to “Social Media Today” over 90% of small business owners have a facebook or twitter page which they use to both promote and encourage sales for their products. Not only promote their products, businesses are able to find out what their consumers want from them, using social media and receiving various comments and questions from the general public. None the less, business owners are able to find new costumers for their products which also help them encourage their sales. So as clearly seen business owners are able to increase their profit by using social media to reach out towards their consumers which helping stabilize the job economy.
Starbucks is a company in which purchases and roasts high quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment (starbucks.com). During my environmental scan in which took place at the Starbucks on the corner of Fair and Newport across the street from vanguard, I noticed many things in which where never brought to my attention in prior stays and visits at Starbucks; such as the many social groups in which choose to have their meetings at Starbucks. Thus in this essay we will discuss things in which many people do not really notice when going to Starbucks.
The primary assumption underlying the ad’s success is that society is dependent on coffee. This deceptively minimalistic ad is constructed to draw the viewer’s eye to certain key features,
Caf? Expresso, as the first mover in the coffeehouse marketplace, which has expanded quickly and become one of the ?big three? players in the global coffee shops chain. However, recently this company is continuously facing a lot of problems in terms of its staff, easy-copied business model and product range, resulting this company lost its leading position to the number three. Therefore, its adjusted visionary goal is ?return Caf? Expresso to the number one position in the marketplace? (Beardwell, 2010). To achieve this goal, Caf? Expresso identifies ?the coffee drinking experience? is significant to achieve competitive advantage and customer value-added, which was delivered through three key elements (graph 1),
Consumer motivations to branded coffee shops are most influenced by three factors which is past experience or familiarity, convenience of location or travel and friends or family or with friendly staff, high quality of coffee and food, good atmosphere and good reputation the most important aspects for branded coffee shops.
Small business owners should create a social media strategy not solely focusing on marketing and sales. While the main objective of marketing strategy using social media is about increasing sales, it needs to start with a conversation. It is a mistake to spend the majority of small business owners’ time promoting just about the business. There is a need for small business owners to listen to the customers instead of just sending out irrelevant messages to social media. Small business owners should not use social media to blast news and updates only about their business. Listening and responding timely to customers is the best way to build a loyal following ...
Starbucks has grown so fast in 40 years it is easy to see the things that they are doing right. One of the strengths that Starbucks has is they have built strong customer connections through value-added services. Looking deeper into this, starbucks prides themselves on retaining their current customers and how they are able to attract new ones. They sell world-renowned coffee in so many flavors that meet many peoples demands. They have been a company that has focused on meeting their customers demands while offering other services other than coffee. (Marketline, 2016).
The coffee shop I decided to do my observation was the well known Starbucks just a couple blocks away. The reason I chose this coffee shop was because of it 's style inside, it attracted me. For example, one side of the wall has a glass top, and the lower part of the wall, made of wood and painted in a bright red color, which was one thing that attracted me and stood out. Outside of the shop people can actually see through the glass wall and get to see what’s happening inside of the coffeeshop. By the entrance you see these two red ceiling lamps which were shaped in a flower bud and these two tall green plants. Once you were in, on the right of the shop there was a counter with food and things to put in your drinks such as milk, sugar, chocolate, etc and the colors and how the food was displayed and served was appealing to my eyes. Behind that counter there was a long table with different electronic devices plugged into the wall. On the middle of the those there is a fridge just for ice and when I turned to the other side and I noticed a big menu on the wall. Further more into the shop, there was an area filled with tables, chairs, and sofas. The tables were in different shapes, one was round and the others rectangular, also there was four bamboo baskets and I looked around and noticed that the walls in that area were decorated with paintings.
The writer finds social media is important in her current organization, Modern Business Concepts, Incorporated (MBC). With small business organizations such as hers, social media is important in spreading information on who the company is and what they do. Also as a business-to-business sales and marketing company, spreading the word is important in gaining customers and potential employees. Ucok (2014) uses research and experiments to prove how social media is essential to marketing. These platforms were essential in Ucok’s research, resulting in higher response with marketing campaigns proving “the importance of social media in marketing strategy and communication” (Ucock, 2014, p. 95).
Secondly, the social media has made it easier for businesses and business people such as bankers, business owners, brands, and even celebrities to communicate faster and to get things accomplished. Through social media interaction networks such as Twitter, Instagram, What...