Samantha Roberson

Bre Tafelski

Brianna DeLashaw

Jordan Villarreal

Karen Rosson

Zach Vanderberg

Table of Contents

Introduction        2

Mission Statement        2

Value Proposition        2

Reference Market        3

Internal Analysis        3

External Analysis (Competition)        4

Solution Life Cycle        5

Strategic SWOT Analysis        6

Brand Identity        8

Brand Equity        8

Target Market        10

Market Segmentation        11

Positioning        12

Product Dimension        13

Brand Elements        14

Marketing Strategy        15

Cost Structure        20

Appendix        21

Citation        23

Introduction

This report has been created to show the changes that need to be made in order to reposition Rise & Grind Cafe as a competitive local business. The goal is to move away from the old perception of Big Mike's Coffee, and into one that is profitable, welcoming, and charismatic. By keeping many of the current and past values of the business, visitors will feel that they are entering a place they have never been to before but is still very familiar. There will be many challenges along the way, however, this opportunity to rebrand can be utilized as an opportunity to become a new, energetic, and successful cafe. In order to devise a strategic plan, a survey was conducted to learn about the habits and needs of the cafe’s target market. This report is an analysis of the current state of the business and a proposed plan to turn it into a successful and thriving business.

Mission Statement

Rise & Grind Cafe’s mission statement is: “Providing high-quality and affordable energy, while serving as a welcoming home to the community, friends, and employees”. Rise & Grind Cafe’s solution of energy is based on 78.7% of survey respondents noting energy as the reason that they seek out coffee.

        Respondents answer to why do you drink coffee displayed below:

Value Proposition

The value proposition includes functional, emotional, and self-expressive benefits that the brand provides to consumers. Functional benefits are based on a product attribute that provides the service. This includes the coffee, specialty drinks, and food items that provide consumers the energy they are seeking. Emotional benefits leave consumers with a positive feeling when they purchase a certain brand. For Rise & Grind Cafe, this is the use of local ingredients in their cuisine as well as recycling and composting all cups. This makes people feel as though they are making a positive impact in their surrounding environment. A self-expressive benefit connects the customer to the brand by focusing on something that is linked to his or her personality. This can be provided through merchandise, packaging, and food/drink presentation. When a student is walking around campus holding or wearing any of these items, they are displaying their self-perception to those around them.

Reference Market

The reference market distinguishes the part of the total market whose needs and wants are best satisfied by the solutions provided by the business. It is crucial to determine what is satisfied, who is satisfied, and how it is satisfied.

The reference market for Rise & Grind Cafe is Energy. Consumers pursuing a boost of energy can fulfill this need by consuming caffeinated beverages as well as energy boosting foods. The targeted consumers also prefer an energetic environment to satisfy this need throughout the day. This reference market is in the business of buyers to consumers, and it could be satisfied through other establishments that offer caffeine, vitamins, pre-workout, probiotic drinks, and other nutritional supplements.

The graph below shows alternative ways that the consumer can fulfill their need to re-energize. These include: caffeine, vitamins, pre-workout, probiotic drinks, and other nutritional supplements.

Internal Analysis

             Rise & Grind Cafe is situated in a prime location near the corner of Hickory and Fry Street along the edge of UNT. The daily menu features high-quality coffee at a competitive price. This is important because many competing shops feature lower quality coffee at higher prices. In a town of budget-conscious college students, lower pricing provides a significant competitive advantage. The cafe features an in-house chef, which is a highly unique asset to the company. She prepares daily breakfast and lunch items that vary each day. This provides the Rise & Grind Cafe with the ability to brand itself as a cafe, rather than just another average coffee shop. This can help differentiate them from the local coffee market. Another unique feature of the Rise & Grind Cafe is the ability to house up to 20 people in a private community room in the back of the shop. Currently, this room holds group meetings, classes, and other events throughout the week. This space can be used to introduce new customers to the cafe and to highlight Rise & Grind’s impressive level of commitment to the community.

External Analysis (Competition)

Starbucks Coffee in the Union – 1155 Union Cr Denton, TX 76210

Hours: Monday to Thursday 7:30AM - 8:00AM, Friday 7:30AM - 7:00, Saturday 9:00AM - 5:00PM

Starbucks Coffee is a direct competitor located inside the University of North Texas Union building. This corporate owned coffee shop is a major competitor largely due to its convenient location for UNT students. The Union on campus is conveniently located in the center of campus which makes it ideal for students who are traveling between classes.  The store offers a complete Starbucks menu and mostly serves to students and staff. It is worthy to note that many customers state that they do not receive a personable experience when visiting the Starbucks inside the Union. This is accompanied by a sense of frustration due to long and slow moving lines.

West Oak Coffee Bar – 114 W Oak St. Denton, Texas 76210

Hours: Monday to Sunday 7:30AM – 10:30PM

West Oak Coffee Bar is a direct competitor, located on the Denton square. The coffee bar serves breakfast, lunch, coffee, wine, and beer in a modern rustic atmosphere. Popular and unique items served at West Oak include various pies, unique drink selections, and chocolate milk on tap. The presence of wine and beer on the menu as well as the outsourcing of its coffee to a wholesale local market sets West Oak apart from other coffee shops. West Oak Coffee Bar has a significantly size customer following and social media presence with 4,522 Facebook likes on their page.

Shift Coffee – 519 S Locust St. Denton, Texas 76210

Hours: Monday to Friday 6:00AM – 7:00PM, Saturday & Sunday 7:00AM – 7:00PM

Shift Coffee is also a direct competitor, located right off the Denton square. The range of offerings at Shift Coffee are much smaller than most other shops in town. They are mainly known for a few select specialty coffee beverages. Customers have noted that this shop has a very personable owner which adds to the overall experience. Shift Coffee has a social media presence and currently has 2,170 likes on their Facebook page.

Cultivar Coffee Bar & Roaster – 235 W Hickory Denton, TX 76210

Hours: Monday to Friday 7:00AM – 2:00PM, Saturday & Sunday 8:00AM – 3:00PM

Cultivar Coffee Bar & Roaster is an indirect competitor, also located right off the Denton Square. They also have two other locations and are sold at twelve different retailers around North Texas. Known as a micro-roaster and coffee bar, Cultivar offers the shortest hours among its competitors in Denton, as much of their focus is on selling their coffee wholesale to other businesses. Cultivar has a diverse e-commerce presence where they not only sells coffee and other merchandise.

Jupiter House Coffee – 106 N Locust St. Denton, Texas 76210

Hours: Monday to Sunday 6:00AM – 12:00AM

Jupiter House Coffee is a direct competitor located on the Denton Square. Among its wide variety of specialty coffee drinks, Jupiter House Coffee also serves breakfast and baked goods throughout the day. It is worthy to note that this coffee shop has longer hours than some of its competitors. Jupiter house has the second largest social media following, with 5,684 likes on its Facebook page.

Harvest House – 331 E Hickory St. Denton, Texas 76210

Hours: Monday to Friday 10:00AM – 2:00AM, Saturday & Sunday 12:00PM – 2:00AM

Harvest House is a substitute/replacement competitor, located in Downtown Denton right off the Denton Square. Harvest House is a multi-purpose beer garden, concert venue, juice bar, and coffee shop. While coffee is not the Harvest House main specialty, they do offer locally brewed coffee throughout the duration of their business hours. Harvest house is mainly known for their wide variety of on tap beers. As a bar, they feature the longest hours out of all of the local coffee competitors. Harvest House has a social media presence, with the highest customer following of 7,080 Facebook likes on their page.

Solution Life Cycle

        The solution life cycle breaks down the life cycle of businesses into a series of orderly phases. Each phase is characterized by a growth rate and direction along with common characteristics in each phase. The coffee industry is currently in the maturity phase which is preceded by the growth phase and followed by the decline phase. In the maturity phase, demand can no longer be expanded any further. Throughout this stage, the market has become saturated from the steadily increasing sales volume during the accelerated growth phase. When the market is oversaturated, differentiation is key to keeping businesses profitable. An important characteristic of the maturity phase is the amount of innovation and competition. This is because each company is striving to be one step ahead and become the market leader.

Strategic SWOT Analysis

The strategic SWOT analysis below breaks down the environment, strengths, weaknesses, opportunities, and threats to Rise & Grind Cafe. The actions show how Rise & Grind Cafe plans to combat the weaknesses and threats while taking advantage of the strengths and opportunities. The environmental factors noted below are external factors that are uncontrollable by Rise & Grind Cafe. These can both positively and negatively affect the business. Strengths are a combination of internal and external elements that are distinctive competencies and advantages that work in favor of the cafe. Weaknesses are the opposite of strengths. Knowledge of these are important because weaknesses cannot be overcome if they are not known. The opportunities are potential markets that can be targeted by playing off if the strengths and weaknesses listed above. Threats are a combination of internal and external problems that already exist or are likely to arise in the future. By analyzing the environment, strengths, weaknesses, opportunities, and threats actions can be created. These are the plans of how the knowledge all of these factors will be used to turn Rise & Grind Cafe into a competitive, profitable, and progressive business that is comfortable and fluid in operation.

Strategic SWOT

Brand Identity

The brand identity map above is a useful visualization tool that indicates what the cafe is known for and what they can improve upon. The three parts are broken down into essence, core, and extended identity. The brand essence is essentially the mission statement boiled down into one word. For Rise & Grind Cafe, this would be "energy". Everyone can agree that the core of the brand is local, coffee, tea, smoothies, and baked goods. These are things that are factual, not opinion based, and can be supported by survey results. The extended identity of the brand are assertions that people may be not in agreement about. This category includes overall quality, knowledgeable staff, the aesthetic, and pricing.

Brand Equity

Brand equity is focused on the added value that a brand or label provides to a product. When two identical products are placed side by side, the consumer may be willing to pay a premium for their preferred brand. This added value has effects on both the financial and consumer side of the market. Rise & Grind Cafe must be able to create products that UNT students and staff believe to be superior to that of competitors.

Financial Side Brand Equity

The financial side of brand equity is taken from the perspective of the company that is selling product. The chart below shows a price analysis between the standard drip coffee at Rise & Grind Cafe versus Starbucks at the Union. The data shows that Starbucks sells its comparable beverage at a premium price.

While these values are only indicative of one product, it shows that Rise & Grind Cafe’s coffee is more affordable than the immediate competition. However, this is not resulting in a higher bottom line for Rise & Grind Cafe as sales have decreased in the last few months. When questioned, survey respondents indicated that the average price they were willing to pay for a standard cup of brewed coffee was $3.60. This is very interesting as that number is over 1.4X higher than the premium average cost of Starbucks. The full results of this survey question can be seen below.

Consumer Based Brand Equity

Brand equity from the view of the consumer is the added value that consumers perceive they are getting from their purchase, in addition to the product itself. Rise & Grind Cafe’s competitors have an advantage in this market as they have an existing brand rather than starting from scratch. However, this can be used as an opportunity to differentiate the brand from the competition.

Brand Recognition and Performance

Brand recognition and recall can be improved by educating students and Denton locals about the existence and services offered by the cafe. A high level of recall is key to surviving the very competitive market. The easier it is for the target market to think of the cafe when they recognize a need, the more likely they will complete a purchase at Rise & Grind Cafe. A catchy name, color set, logo, prevalent merchandise, and positive word of mouth is key to improving brand awareness. Brand performance is portrayed through primary product characteristics, supplementary features, reliability, service quality, style, design, and price. Redesigning the interior of the venue to reflect a sense of energy will also help to stabilize the consumer’s brand image of the cafe.

Brand Imagery 

Brand imagery dimensions deal with purchase and usage situations, user profiles, personality and values (sincerity, excitement, etc.), group perception (popularity), and its history. Rise & Grind Cafe has a history and rapport in Denton that locals commonly seek out. To build upon this, the cafe will also be presented as sincere, progressive, and energizing. One way that the Cafe can do this is by remodeling the community room and increasing awareness of its existence through advertising.

Judgement Dimensions

Judgment dimensions focus on the brands quality, credibility, relevance, and superiority/differentiation. As a small locally owned business, Rise & Grind Cafe is likely to appeal to consumers who prefer a less “commercial” experience. However, there are many other local coffee shops within close proximity that are also capable of offering a similar experience. Establishing Rise & Grind Cafe’s differentiation, superiority, and relevance through their premium quality products and engaging atmosphere will be key to establishing themselves as a strong competitor in the local market.

Feeling dimensions

Feelings dimensions involve the internal emotions that the consumers associate with the brand and how it makes them feel. The goal is to provide an energy enhancing community that is welcoming to everyone. This can be conveyed through music, smells, lighting, design, and customer service. As an eco-friendly business, Rise & Grind Cafe also appeals to consumers self-perception which affects the way that they feel about themselves and the brand.

Resonance

Resonance dimensions center on customer loyalty, engagement, and community. Increasing activity with the local Denton community is a great way to improve brand resonance. Local organizations present great opportunities to spread word of mouth and promote awareness. Utilizing the community room in the back of the business can help create engaging events for regular customers as well as organizations from around the Denton area. Loyalty is key to the business because it costs less to retain customers than to seek out new ones. The cafe currently has a loyal base of customers, however, this needs to be built further in order to rebound from recent profit losses and to ensure a stable future.

Target Market

The selected target market encompasses college students and staff as well as locals. The primary focus, however, will be on UNT students and staff due to limited parking around Rise & Grind Cafe. UNT has a current enrollment of approximately 35,000 students and employs 1,000 faculty and staff members. (Factbook, 2016). This number is expected to reach expand to 39,110 in 2020 and 41,570 by 2025 (Texas Higher Education Forecast). Organizations around the college campus and Denton who host meetings and other catered events will also be a specifically targeted subgroup of this population. This is largely due to survey responses stating that a significant amount of people frequent coffee shops to meet with people.

 Survey results indicated that 80% of participants do not order food when they purchase their beverages. However, nearly 45% of respondents stated that they wish they had healthier options, more snacks, or specific food items when asked what UNT and local coffee shops were lacking. This is a subgroup that can be taken advantage of by offering nutritious and energy boosting foods along with beverages such as coffee.

The target population is not one that is looking for an average commercial style environment. The target market consumers views themselves as semi-adventurous and seek to set themselves apart from the rest of the crowd.

Market Segmentation

Step 1: The target market Rise & Grind Cafe needs to reach are energy-seeking people around the UNT campus. Therefore, the first step in the 8 step process of segmentation has been established by defining the reference market as being in the business of providing “energy”.

Step 2. In the second step of segmentation, the selected macro-segments would be described as offering consumers nutritious food and beverage options needed to get them through the day. While the goal of Rise & Grind Cafe is to cater to consumer needs supplying food and beverages as a means of providing energy to consumers, there are other technologies that can also provide similar benefits. Some of these alternative technologies include probiotic drinks, vitamins, pre-workout and other nutritional supplements that provide the same solution to consumers.

Step 3. This step answers “why” in relation to consumption decisions made by consumers. Survey respondents indicated why they drink their coffee and prefer their shop over others. The responses are as follows:

Step 4 & 5. Next, the market is segmented based on primary research from surveys. Not only is energy an important variable to consumers, but also health. 26% of survey respondents stated that they drink coffee for the energy it provides them. 64% also stated that they seek out specific coffee shops for specific tastes and flavors they offer. These are two key factors that can be marketed together to promote Rise & Grind Cafe as distinctive from the competition. Below is a breakdown of why a focus on energy and taste/flavor can make the business more profitable. The grey area labeled as “other” includes 10 different characteristics that make up the remaining 9% of the graph.

1.  Energy - This variable measures how much energy consumers are looking to obtain with the different product choices provided. This is going to be what separates Rise & Grind Cafe from its competitors. Many consumers base their shop selections off of how much energy each particular drink provides.

2. Taste/Flavor - Consumers are going to visit Rise & Grind Cafe more often if they know they are receiving high-quality, all-natural ingredients which contribute to the overall taste and flavor.

Step 6. In order to advertise and market to consumers more effectively, Rise & Grind Cafe needs to see how the power of segmentation works so that the company is better able to understand the market. Segmenting the market ensures that every single customer leaves happy with the product(s) they ordered based on whether the consumer needs are met.

Step 7. Electing the target segments - In this step, the target markets to seek is determined. Each segment contains consumers with similar needs, wants, or usage situations. These segments include:

• Flavor seekers: seek specific flavor
• Trendsetters: focused on brand and product appearance
• Ambiance seekers: prefer location and a comfortable environment
• Energy seekers: Energy boost
• Budgeting conscious: Seeking low price

Step 8. Rise & Grind Cafe should use a differentiated strategy approach that will appeal to the clearly defined energy and flavor seeking market segments, with an authentic marketing strategy tailored to each segment. By targeting this defined market, Rise & Grind Cafe can build their customer base and grow their overall market.

Purpose of Target Segmentation

Each market segment enables Rise & Grind Cafe to market to specific groups of consumers who share similar wants and needs. The individual segments can each be marketed to in the most beneficial manner. For some this may require a focus on pricing while others may prefer a focus on the environment and energy. The segments noted above are behavioral segments. This is superior to demographic segments such as race, gender, and age. Behavioral segments acknowledge that one person may engage in different actions based on their specific situation at the exact point in time.

Positioning

To guide the marketing strategy, positioning clarifies what the brand is, how it varies from the competitors, and why the consumers should buy and use the brand.  It is crucial to understand where consumers believe Rise & Grind Cafe stands in relationship to its competitors. Positioning is key to creating brand equity. To attract more customers, Rise & Grind Cafe will need to reposition the image to one that is innovative, charismatic, and energetic. Below are the current points of parity and points of difference between Rise & Grind Cafe and their competition.

Points of Parity (POP) - Differences that competitors have over Rise & Grind Cafe.

a. Standard flavors of drinks

b. Pricing

c. Comfortable ambiance

Points of Difference (POD) - Ways in which Rise & Grind Cafe differs from its competitors.

a. High-quality ingredients

b. Variety of fresh food options

c. Unique menu items (in-house chef)

Chosen Target Segments

a. Budgeting conscious people

b. College students/professors

c. Energy seekers

d. Trendsetters (focusing brand & product appearance)

e. Flavor seekers

f. Ambiance seekers

Identify Positioning Variables

a. Quality

b. Convenience

c. Authenticity

Develop Positioning Proposal

One of Rise & Grind Cafe’s primary goals is to clearly position itself in the market and educate consumers about the product’s solution. The cafe will do this by providing a wide selection of fresh menu items using high-quality, all-natural ingredients that provide an energy boost. Since the coffee industry has moved from the growth phase into the maturity phase, the business will need to use a differentiated marketing approach to set them apart from the competition. Rise & Grind Cafe will utilize multi-segment marketing by grouping consumers together based on certain preferences, in order cater to the needs of each segment.  

Product Dimension

        The product dimensions are understandable to the consumer and expressed in terms of the solution of what the company provides.  The inner circle is the product concept, which is the intangible benefit the customer is seeking. As stated earlier, the focus of Rise & Grind Cafe is energy. Customers entering the cafe will be seeking the energy boosting options that Rise & Grind Cafe provides. Another aspect of product concept is the target market, which is University of North Texas students and the Denton community.  The middle circle is the formal product which consists of the tangible product benefits. This includes the logo, composition of the cafe, and the quality of what is being sold. Customers of Rise & Grind Cafe expect high quality and affordable coffee. The outer circle is the extended product which consists of the logistics of Rise & Grind Cafe. The convenient location and knowledgeable baristas allow the cafe to retain loyal customers and appeal to new. The city of Denton is placed in the extended product circle because of the positive energy that Rise & Grind Cafe will embody in the community.

Brand Elements

        Brand elements are factors that are used to build the brands image. These elements consist of six attributes that Rise & Grind Cafe will incorporate to increase brand recognition.

• Memorability - Rise & Grind Cafe will expand brand awareness by hosting a grand opening as well as events in the community room to provide consumers with memorable experiences.
• Meaningfulness - Consumers will be able to build personal connections with the brand through social media and sincere interactions with the staff.
• Likability - Rise & Grind Cafe will create a charismatic atmosphere that is welcoming, energetic, and appealing to customers.
• Transferability - Rise & Grind Cafe will have exclusive brand extensions by offering quality coffee and a variety of handcrafted food options that align with the brand essence.
• Adaptability - Rise & Grind Cafe will be active on social media and highly involved in the Denton community.

• Protectability - Rise & Grind Cafe will inform customers of the source of their coffee beans. All beans are sourced from reliable roasters in the US to deliver consistent high quality coffee.  

Brand Personality  

                Brand personality enhances the meaningfulness of a brand and reflects how people perceive it. Personality provides consumers with a way to connect with the brand on an individual level and provide them with a memorable experience. Certain characteristics are tied to the brand in order to create a positive brand perspective.

                Rise & Grind Cafe will face a considerable challenge establishing a strong brand personality due to the negative reputation associated with Big Mike’s Coffee. The current negative characteristics that consumers associate with Big Mike’s include: untidy, grungy, and uninteresting. Rebranding the Cafe will help to distance Rise & Grind Cafe from the old coffee shop’s image.

Rise & Grind Cafe will embrace a sincere brand personality. If the cafe were a person, She would be down to earth, genuine, honest, inspirational and energetic. More specifically, she would be known as vigorous, hardworking, dedicated, popular, and  gregarious member of the Denton community. Her contagious smile and positivity would act as a compass to guide customers to stay motivated and ambitious in their day-to-day lives.

Marketing Strategy

        The marketing plan for Rise & Grind Cafe will consist of advertising, public relations, and communication efforts that will help reinvent the business.Through these efforts, Rise & Grind Cafe will build a strong base of energy seeking customers.

Integrated Marketing Communication Plan        

A communication marketing plan will inform, persuade, and remind customers about the brand. The marketing communications will serve as the voice of Rise & Grind Cafe and establish a dialogue to build lasting relationships with consumers.

• Advertising

• Merchandise - Rise & Grind Cafe will use print ads throughout the UNT campus, logos on coffee cups and mugs, and merchandise such as t-shirts and laptop decals.
• Table top menus - Rise & Grind Cafe will use table menus to showcase featured food items and encourage customers to make food purchases.

• Public Relations

• North Texas Daily: Rise & Grind Cafe will meet with the writers of North Texas Daily to follow up on the original article about the changes taking place inside the coffee shop published in March, 2016.
• College Guide: College guide is a print magazine that is distributed across UNT and Denton. The magazine features and supports college students and local businesses. The owner works with each business to determine their needs and an affordable advertising plan. This would be a great way to spread brand awareness  

• Social Media Marketing: Direct marketing to target consumers will be achieved through the use of new and existing social media platforms. HootSuite can be used to schedule and manage the various applications listed below.

• Facebook - Rise & Grind Cafe will take over the existing coffee shops facebook platform, consisting of 5,900 likes and followers. The page will be updated with the new Rise & Grind Cafe brand and used to engage existing and new customers. Engagement will be done through weekly posts that would range from food and drink photos, events, new menu items, advice from baristas, contests, and more.
• Twitter - The current twitter page for the coffee shop will also be revamped to represent the Rise & Grind Cafe brand. This social media handle will be used to capture consumers attention by tweeting similar content to the Facebook account.
• Hashtag: #Rise&GrindCafe – This tag will be used for social media to encourage customers to post pictures while visiting Rise & Grind Cafe. The hashtag will allow users to see the community's interactions and experiences with the brand.
• Snapchat filter – A filter allows customers to take pictures at the cafe and use the geotag associated with the location. When customers use the snapchat filter, they promote and advertise the Rise & Grind Cafe brand when they share it with friends.

Marketing Events

        Rise & Grind Cafe will host a grand opening event following the first week of the Spring 2017 semester. The event will be focused on welcoming back the University of North Texas students and faculty. Flyers for the event will be handed out and posted throughout the UNT campus from January 17th to January 19th. In addition, on the 18th flyers will also be handed out at the UNT Mean Green Spring Fling. This flyer will serve as a 10% discount for those who present it at the grand opening. Rise & Grind Cafe will also use Facebook and Twitter to advertise the grand opening to the Denton community. The event will feature different coffee samples throughout the day, raffles, and a meet and greet with the owner (Mrs. Kim) and her baristas. The grand opening will jumpstart brand awareness within the local community.

Loyalty Program

A primary goal of Rise & Grind Cafe’s is to resonate with existing customers as well as new customers. The rewards program will be used to build a stronger base of satisfied repeat customers. When customers are happy and satisfied, they are likely to promote the brand positively and encourage others to do the same.

• Customer punch card – The customer punch card will be used each time a beverage purchase is made at Rise & Grind Cafe. Card holders will receive a free coffee, espresso or tea once all ten punches are received.

• Pocket points – This loyalty program is currently in use at the coffee shop and would continue with Rise & Grind Cafe. This app awards students who do not use their phones during class with discounts to various businesses.

Design Elements

        An aspect that can drastically change the aesthetic appeal to Rise & Grind Cafe, is to renovate the interior and exterior of the shop.

• Interior - The new Rise & Grind Cafe interior will feature handcrafted wood and rustic pipe table tops looking out towards the street, succulents throughout, industrial barstools, vintage lighting, and stained concrete floors. These changes will make for a new and inviting environment for customers.

• Exterior - Rise & Grind Cafe will feature a new door and the new logo painted by Mrs. Kim’s barista, which will accent the recently painted exterior of the shop.

Cost Structure

Appendix

Survey results (sample size = 94 coffee drinkers)

1.      On average, how many cups of coffee do you drink every week?

·        Avg: 6.9 cups/week

·        Low: $1.50

·        High: $7.00

2.      When do you drink your coffee?

·        Combination: 51%

·        Morning: 37%

·        Afternoon: 6%

·        Evening: 5%

3.      Why do you drink coffee?

·        Energy: 57%

·        Energy & Flavor/Taste: 18%

·        Flavor/Taste: 14%

·        Other: 11%

4.      What is your favorite coffee shop?

·        Starbucks: 66%

·        Other: 23% (each response had two or less occurrences)

·        Jupiter house: 6%

·        West Oak: 5%

5.      Why?

·        Flavor/taste: 30%

·        Environment/atmosphere: 17%

·        Convenience: 16%

·        Other: 10%

·        Smell: 7%

·        Socialization/study: 7%

·        Habit: 4%

·        Variety: 4%

·        Quality: 4%

6.      What about your coffee is important to you?

·        Flavor/taste: 62%

·        Caffeine: 27%

·        Quality: 6%

·        Brand: 5%

7.      Are you currently satisfied with the food/ beverage options available on/near UNT? What would you like to see added?

·        Healthy choices (7)

·        Wider variety (4)

·        More coffee shops/ Starbucks/ Roots (3)

·        Better restaurants (3)

·        Others: Breakfast variety, cup size, Ice cream, Sonic, Fat Straw, coffee machines, tea, frozen yogurt, drive through, Costa Vida Mexican, weekend availability, Starbucks drink options, increased hours, gluten free choices, Buffalo Wild Wings, Chipotle, Qdoba, and Bread Zeppelin

8.      What is an item or characteristic that you wish your current coffee shop or cafe had?

·        Specific food item by name (7)

·        Snacks/ healthy snacks (6)

·        More comfy seating (6)

·        Low cost option (5)

·        More food variety (4)

·        Shorter lines (3)

·        Better music (3)

9.      How often do you try new coffee or visit a new coffee shop?

·        Sometimes: 44%

·        Rarely: 23%

·        Never: 19%

·        Often: 14%

10.   Do you prefer to grab your coffee for “here” or “to go”?

·        Here: 72%

·        To go: 14%

·        Both: 14%

11.   Do you typically order food with your coffee?

·         No: 77%

·        Yes: 23%

12.   Where are you physically located when you typically decide to go to purchase coffee from a coffee shop?

·        Car: 35%

·        Class: 32%

·        School: 21%

·        Home: 12%

13.   Would you walk an additional 6 minutes for a higher quality cup of coffee?

·        No: 53%

·        Yes: 46%

Citation

IBM Cognos Viewer - Enrollment by Classification and Level - All. (2016, September 14). Retrieved November 9, 2016, from IBM Cognos Viewer - Enrollment by Classification and Level - All