Beanos Coffee

In: Business and Management

Submitted By Nhudang
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Beanos Cafe An Egyptian Flavor Marketing Essay
Beanos Cafe is one of the most thriving and trendy cafe chains in Egypt. It has branches all over the country, including Cairo, Alexandria, Giza, Sharm El Sheikh, Hurghada El Gouna Resorts, in addition to international branches in Paris, France. Because it sells new coffee products, such as cappuccino and java solo drinks like espresso, most of its daily customers are the youth - people between the ages of 18 to 25. In addition, it sells high quality products at affordable prices, so it tends to attract the middle class, for example: university students. Moreover, most of its customers are regular customers because Beano's Cafe excels in its excellent and quick service, so generally, the customers have a positive attitude towards the cafe. However, since Beano's Cafe targets young people, its segmenting style/type falls under Demographic Segmentation, which is based on variables such as age, generation, etc. (Kotler & Armstrong, 2012).

Beano's Cafe is targeting the coffee market by enhancing the quality of its service. In order to find out what consumers like and dislike about their cafe, they conducted surveys. The results of the surveys showed that consumers liked the cafe's service, atmosphere, and quick response, while they disliked allowing private celebrations to be held, waiting to get a table at the cafe, prices of food, type of music played in the cafe, and the furniture as well. The cafe tried to solve the problems by increasing the number of tables and chairs in the crowded locations, reducing prices of popular products while increasing prices of newly introduced products, and playing different types of music to improve the environment (Kotler & Armstrong, 2012). By trying to solve the problems that face them and making use of this strategy, it proves that Beano's Cafe really wants to please its…...

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