Deciphering the QSR beverage experience through a summer long ethnography in downtown Chicago. (Qualitative Situation Analysis)

1. Creating
an
emotional
reason
for
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2. different coffee shops.
Not to ape them but to
understand what
awesome-ness are they
upto. And a visit to our
own turf.
a comparative look at coffee shop
experiences
Monday, July 8, 13

3. different coffee shops.
Not to ape them but to
understand what
awesome-ness are they
upto. And a visit to our
own turf.
a comparative look at coffee shop
experiences
Monday, July 8, 13

4. different coffee shops.
Not to ape them but to
understand what
awesome-ness are they
upto. And a visit to our
own turf.
a comparative look at coffee shop
experiences
Monday, July 8, 13

5. different coffee shops.
Not to ape them but to
understand what
awesome-ness are they
upto. And a visit to our
own turf.
a comparative look at coffee shop
experiences
Monday, July 8, 13

6. Monday, July 8, 13

7. Monday, July 8, 13

8. Monday, July 8, 13

9. is interwoven with the experience
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10. Monday, July 8, 13

11. and Conversations
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12. and Conversations
and the Coffee
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13. and Conversations
and the Coffee
and the Shop
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14. and Conversations
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15. BONDING
Hangout without pretense
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16. CONVERSATIONS ARE REPLETE WITH
INTIMATE CONNECTION.
Professional partners
Young daters
Millenial study groups
Artists/Writers
Mom, Dad & Kid
Grandma, Grandpa &
Kid
Siblings
Cousins
BFFs
Older
Couples
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17. CONNECTIONS ARE FREE OF A ‘SOCIAL
HANGOUT’ BAGGAGE
INTIMATE
CONNECTIONS
informal appeal
familiarity to
the environment
comfort zone
everyday-
like topics
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18. lingers on after the McDonald’s meal.
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19. Conversations over coffee don’t have to be limited to the shop.
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20. Can McCafe lead the trend of
bonding over coffee in public
spaces?
Conversations over coffee don’t have to be limited to the shop.
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21. and the coffee
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22. THE IDEA OF A GOOD CUPPA
You can be who you are and get great coffee
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23. DO YOU QUALIFY FOR GOOD COFFEE?
INVISIBLE BOUNDARIES
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24. COMMUNITY OF FAKERS
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25. NURTURING AN
ENVIRONMENT OF
BELONGING
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26. believes everyone deserves a sweet surprise.
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27. You don’t need bells and whistles for something
as basic as coffee.
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28. Can McCafe be a symbol for the
everyday comfort of coffee?
You don’t need bells and whistles for something
as basic as coffee.
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29. and the shop
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30. The vibe of a coffee place
is an outcome of a
brand’s culture and its
patrons’ personalities.
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31. FREESTYLE
A harmony of chaos and business
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32. ANALOGY OF A SIMILAR SPACE
The Family Kitchen
Spills, Giggles, Food mess,
Unwashed utensils,
Phone rings,
Pet sounds,
Half-done To Do List
Cooking, Eating, Feeding,
Touching upon Homework,
Co-ordinating for gym class,
Scheduling the doc’s appointment
Chaos Business
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33. DIVERSITY CHURNS
FREESTYLE
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34. COEXISTENCE OF CHAOS AND
PROCESS
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35. has your back in the morning.
(chaotic queue but efficient delivery.)
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36. McCafe is efficient because it cares.
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37. McCafe is efficient because it cares.
Can we make McCafe a symbol
of caring when coffee really
matters?
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38. Bonding Freestyle
A good cuppa
HANGOUT
WITHOUT
PRETENSE
A
HARMONY
OF CHAOS
AND
BUSINESS
YOU CAN BE WHO YOU ARE
AND GET GREAT COFFEE
Belonging
Monday, July 8, 13