Comparison between Cafe Coffee Day and Barista at Dehradun based on Mystery Shopping

1. Mystery Shopping:
Coffee Stores
BY-JASHON
YAMNAM
KANU PRIYA SINGH
KRITIKA JINDAL
KUNAL SURVE
MANAN SETH
MANAS RANJAN TRIPATHY

2. Mystery shopping
Mystery Shopping is the use of anonymous shoppers to evaluate
particular store(s) on certain criteria like store environment, employee
service, inventory management, product quality, etc.
Why use it?
 Provides unbiased opinion on evaluation criteria
 Tells Company where a particular store(s) lacks in and excels in
 Gives an actual idea about what the real customer experience is
compared to what the company's service beliefs are
 Gives areas of improvements for the company
 It is easier and cheaper to retain a customer by improving service
than to get a new one

3. Steps involved
 Step 1: Assign Goals
 Step 2: Create Questionnaire
 Step 3: Assign Schedule for Shoppers
 Step 4: Data Collection
 Step 5: Data Analysis
 Step 6: Generating Report/ Data Interpretation

4. Scenario
 City: Dehradun
 Chosen Segment: Coffee Store
Store Chosen:
Café Coffee Day
Chakrata Road
Competitor:
Barista Lavazza
Rajpur Road

5. 1. Setting Goals
 Evaluate Strength, Weakness, Opportunity and Threat for each
Company based on factors like:
 Store environment (Both Inside and Outside)
 Product Quality
 Service Provided by Company
 Promotion Techniques
 Operations taking place in store
 Find out areas where company excels and lacks
 How to bring about improvements

6. 2. Create Questionnaire
Questionnaire Covers the following criteria:
 Telephonic Evaluation- Response Time, Speech Clarity and Courtesy,
Accuracy of Directions, etc.
 Evaluation of Stores Exterior- Stores Signage, Parking Space, Surrounding
Cleanliness, Approach Road, Entrance to Store, etc.
 Evaluation of Stores Interior- Stores Ambience, Layout, Menu, People
Friendliness, Hygiene, Environment, Entertainment, etc.
 Item/Product Evaluation- Stock Availability, Enhancements, Additives,
Presentation, Freshness, Quality, Taste, etc.
 Employee Evaluation- Behavior of Staff, Conversation Skills, Suggestions,
Knowledge, Service, Skills, etc.
 Miscellaneous- Coupons, Promotions
 Customers Details- Age Group, Number of Customers, etc.

7. 3. Assign Schedule for Shoppers
 Group is Divided into teams of 2
Team 1: Jashon, Kanu, Kritika
Team 2: Kunal, Manan, Manas
6th September, 2014
 Phone call is made for directions to both Stores
 Team 1 goes to Barista Lavazza
 Team 2 goes to Café Coffee Day
7th September, 2014
 Team 1 goes to Café Coffee Day
 Team 2 goes to Barista Lavazza

8. 4. Data Collection
 Stores visited as per schedule
 Some photos taken discreetly
 Food is ordered
 Billing and service is closely watched
 While waiting for food, staff behavior is monitored
 Staff asked for restroom
 Presentation of food is seen
 Food is tasted
 After having food, surrounding of Café is seen

9. • Presentation of
food is great
• Tables to sit outside a
nice addition
• Surrounding Area is not
Clean
• Not a Good Sight to see
while sitting outside

10. • Parking Space Available
• Open Transformer Wires
• Paint is Damaged inside
• Presentation is not
upto mark
• Muffins are Hard
• Ample Space
• Low Lighting
• Library Closed

11. 5. Data Analysis
Telephonic Evaluation Comparison
Fast Response Time Fast
Clear Conversation Not Clear (Low Voice)
Adequate Knowledge Level Adequate
Accurate Directions Just Good Enough

12. 5. Data Analysis
Stores Exterior Comparison
Bright, Visible, No
Address
Signage Bright, Visible, No
Address
Conveniently Placed,
Multiple Signs
Sign Location Cannot be Seen Until
Close to Store
Good from Front,
Building Dirty on Side
Appearance Good but Cramped in
Between Stores
Available Parking Available
Not very Clean Cleanliness/Hygiene Very Clean
Access is Good Access to Store Good Access for
Location

13. 5. Data Analysis
Store Interior Comparison
Welcoming Environment Hot, Dull
Bit Cramped Layout Very Good
Accurate, Good
Variety
Menu Accurate, Nice Variety
Nice Lighting Lighting Dull Lighting
Good Music Entertainment Not Good Choice of
Music
Lounge Available Privacy Not good for Private
Meeting
Available Restroom Non Functional

14. 5. Data Analysis
Item/ Product Comparison
Most Items Available Availability Most Items Available
Available Enhancement Items Available
Very Good Quality Good except Muffin
Available Additives Available
Clean Cleanliness of Plates
and Cups
Clean
High Cost High

15. 5. Data Analysis
Employee Comparision
Good Behavior Good
Good Speaking Skills Good
Somewhat Helpful Nature Not Very Helpful
Absent Probing Absent
Good Suggestions Not so Good
Fast Order Fast
Too High Staff Interaction Very Less
Good Skills Not too Good
Good Service Time Good
Menu Rates not
Inclusive of Tax
Billing Accurate but Ink not
Clear

16. 5. Data Analysis
Miscellaneous
Used Easily but with
Terms and Conditions
Coupons NA
Other Company Ads Promotional Activity NA
20-25 Number of Customers 7-8
20-25 Majority Age Group 30-35
Young Groups and
Couples
Majority Group Type Married Couples

17. 6. Data Interpretation
(SWOT Analysis)
 Strengths:
 Skilled Staff with Good Communication Skills
 Conveniently Placed Bright Sign Board
 Good Access to Store
 Parking Space
 Welcoming Environment
 Good Lighting and temperature
 Private Lounge
 Good Music
 Wide range of Good Quality Food
 Youth Oriented as can be seen from Customers

18. 6. Data Interpretation
(SWOT Analysis)
Weaknesses:
Not very Clean Outside
Cramped Layout
Staff are too talkative
Promotions of Other Company
Opportunities:
If Surrounding Area is Clean, Seats outside will be
filled
Probing may Increase Orders and Improve
Service
Menu could be written Inclusive of Taxes
Threats:
Other major outlets like Barista
Local Cheap alternatives

19.  Strengths:
 Bright Sign Board
 Good Location of Store
 Parking Space
 Wide range of Good Quality Food
 Clean both inside and outside
 Layout is very Good
 Food is Good

20. Weaknesses:
Employees Communication Skills
Staff are not very Skilled
No functional Restroom
Location of Sign Board
Store Lighting and Temperature
Food is sometimes not fresh
Paint is Falling off
Suggestions are not very good
Presentation of food is not good

21.  Opportunities:
 Open Library and Repair Restroom
 Probing may Increase Orders and Improve Service
 Put Additional Signboards
 Turn up AC
 Put new lights
 Paint interior
 Higher more skilled staff
 Create Private Cabins
 Threats:
 Other major outlets like Barista
 Local Cheap alternatives

22. Conclusions
 Based upon our observations Café Coffee Day was the better Coffee
Store
 This was evident from the number of customers seen
 Both Companies have their own strengths, weaknesses and
opportunities
 If they can work on their weakness and utilize their opportunities, both
can improve their profits
 Both companies should improve their service in order to justify their
prices and keep local competitors at bay