#coffee loyalty

Customer Focus: What is your answer?

Truly focusing on your customer’s needs demands constant pivots in your work. Not everyone is up to the challenge, which causes organizations to misfire. And miss out.

This past Sunday, I participated in Ironman Wisconsin. If you’ve read The Competitor in Meseries, you know that cancer is just one of the obstacles I’ve overcome to race Ironmans. You also know I’ve made a few key race execution…

Cafe Coffee Day (CCD), the leading retail chain of coffee cafes in India today launched 'Cafe Moments' - the very first pre-paid card usable at all CCD outlets.

A tribute to coffee loyalists of the country, the card was first launched at an event at the Coffee Day Square at Vittal Mallya Road in Bangalore. Personalities such as stand-up comedian Sanjay Manaktala, Vivek Prabhakar of popular e-portal Chumbak, karaoke artist Zeke Lawrence, members of metro rock band 'Pushing Tin', RJ Pijosh, along with K. Ramakrishnan of CCD, gathered on the occasion to share their personal memorable moments with CCD.

'Cafe Moments' are prepaid cards designed to enable cashless transactions at all the CCD outlets. Customers can top-up their cards with denominations ranging from Rs. 100 to Rs. 5001 on an ongoing basis,enabling ease of use on the purchase of food,beverages and merchandise at their favourite CCD outlets. What's more, the cards are designed to be a great gift item that can be given out to friends and family members at any occasion. Corporates can also use it as an ideal fun gift for their employees.

The initial phase of 'Cafe Moments' card involves the first launch in Bengaluru. Rest of the cities and markets are to follow shortly.

The launch event saw four young talents of Bengaluru share life moments they had spent at Cafe Coffee Day outlets and how those had become defining moments for them in real life. Like most of the CCD loyalists, the memories of the four youth icons involved funny moments, endearing and romantic incidents as well as professional situations that changed their lives in one way or the other.

Said K. Ramakrishnan, President Marketing, Cafe Coffee Day, "In many ways than one, Cafe Coffee Day has been a hub of many a memorable moments for people of all ages and walks of life. Cafe Moments can be used as an ideal gift or for oneself to create many more happy moments. The card takes away the hassle of carrying cash to CCD and allows you to completely focus on what you're there for -- enjoying the food, beverage and the company.

With the ease of payment that comes with the card, it becomes a must-have for all the CCD frequenters To make it even more exciting, we have crafted special benefits on load, reload & usage, as well as surprise gifts, that will keep changing from time-to-time. I'm sure the card will become part of even more memorable moments of our customers."

In addition to the youth icons, the event also saw attendance by a group of young CCD frequenters. There were giggles and the venue roared with laughter as the audience themselves could relate to some funny, romantic, embarrassing and eventful moments shared by them. The event was a light-hearted and fun presentation on "your memorable moments at CCD" where each of the personalities shared their story on how their life changing moments happened at a CCD cafe.

Coffee drinking and cafe culture in general is prevalent across the globe. These days you don’t have to be hard pressed to find a coffee shop or a café when the need for a cuppa hits you; wherever you are as well. The abundance (and continual rise) of such establishments bring about fierce competitions, all vying for a piece of the consumer pie. One brand that has seen continuous success amidst the competition is Singapore’s very own Toast Box.

Toast Box was launched in 2005 by the BreadTalk Group Limited, whose portfolio includes other F&B household names such as Food Republic, RamenPlay, BreadTalk and more.Since its inception, Toast Box has grown from a single food stall unit to a 65 outlet establishment located all over Singapore. The brand has also set footholds in Malaysia, Thailand, Philippines, Hong Kong and China.

So how did Toast Box achieved success (and continues to do so) in a competitive and customer-centric market? Is it in the beans or perhaps the ambience? Let’s do a side-by-side comparison on these with arguably the most famous and successful coffee chain of all, Starbucks Coffee and find out.

Ambience

Starbucks Coffee with its rich warm color, comfortable couches and welcoming ambience is a social hub magnet. Customers would order up a cup of their favorite beverage and while away their time either engaged in conversations with friends or glued to a book (an iPad or a tablet even).

One can even literally watch the world go by undisturbed and unperturbed by what’s going on, in the welcomed solitary company of a good cuppa.

Toast Box’s minimalist interior can be akin throwback to early 60s and 70s Singapore. This gives its younger set of customers an opportunity to experience what it could have been like back in the day and for the more matured ones, a nostalgic trip back in time. Indeed, at some of its outlets one can expect to see old sewing machines and a piano even while sipping coffee served in ceramic cups.

The Beans and The Grub

Starbucks’ extensive beverage menu is perhaps as expansive as its many outlets. From espressos and smoothies to its different coffees and teas (there’s even a special Kid’s Drinks menu), customers choices are perhaps limited only by their imaginations.

When it comes to food, Starbucks’ range of handcrafted sandwiches, baked pastries and more have undeniably fulfilled the appetite of many, especially those on the go.

Toast Box’s servings meanwhile are very local-centric. Reinventing the menu from bygone era, it offers local favorites such as its signature traditional Nanyang Coffee, Laksa, Nasi Lemak and more.

It also serves special and unique concoctions like Lemon Grass Lime Tea and Pepsi Calamansi.

This has gone down well especially amongst the locals with healthy patronage at its various outlets.

Starbucks with its somewhat modern day ambience and menu (amongst other things) have constantly been winning customers all over.

The brand’s popularity even if its just as a place to hang out transcends generations and cultures. In many places its not uncommon to find a Starbucks full with customers throughout its operating hours. Its success has spawned copycats which goes to show that perhaps flattery is indeed sometimes the best compliment.

Toast Box’s formula and strategy for success could be said, stemmed from one simple noun: Nostalgia. It’s healthy serving of nostalgia from ambience to the menu has been winning customers all over Singapore.

Being a local brand, Toast Box has poured itself into the locals’ hearts, brewing a desire for local fares right down to its signature coffee. This has certainly panned out well for the brand and BreadTalk Group Limited’s success.

With its franchising program, Toast Box surely guarantees a toast to more good times!

If you are an SME owner who would like to reach out to your customers who are on the go, 8 Connect has recently launched Instant App Cafe. You can create and publish your own app for just S$50 a month. With more than 10 features in the app such as Stamp cards, Coupons, Menu, Product Catalog, Click to Call, Map Locator and Events, you can now notify your customers of deals and promotions easier. Instant App Cafe can be downloaded via Apple App Store and Google Play Store.

If you were to pick one coffee chain/franchise store, as a coffee or food purist/snob/critic/allergist/aware diner, which would you choose? Manja is oh so curious! REBLOG with your answers and #livelovemanja #coffeeloyalty #foodmedia #blogosphere Manja!

1. Peets Coffee

2. Starbucks

3. Coffee Bean

4. Blue Bottle Coffee

5. Phillz Coffee

6. Your Local Coffee Shop

7. Urth Cafe