Competitive Analysis.xlsx

	A	B	C	D	E	F	G	H	I	J	K	L	M	N	O	P	Q	R
1	Competitive audit	Competitive audit goal - To gain perspective on the online presence and menus of cafes near my cafe, to identify areas that my cafe and menu app can do better, and to examine what competitors do well and could improve upon.
2		General information								UX (rated: needs work, okay, good, or outstanding)
3		General information								First impressions		Interaction				Visual design	Content
4		Competitor type (direct or indirect)	Location(s)	Product offering	Price ($ - $$$$)	Website (URL)	Business size (small, medium, large)	Target audience	Unique value proposition	Desktop website experience	App or mobile website experience	Features	Accessibility	User flow	Navigation	Brand identity	Tone	Descriptiveness
5	Urban Coffe Lounge (UCL)	Direct	Kirkland, WA	high quality coffee and food from local vendors, casual ambience	$$	http://urbancoffeelounge.com	Small	Middle to upper-class men and women	Urban coffee lunge drinks are the best. We offer house creations like the cardamom vanilla latte or the beloved truffle mocha, but we also please the trained palate with our straight shots of espresso, always pulled ristretto.	OKAY + Visually appealing + Responsive + navigation has a lot of options - No menu, or ordering system on desktop experience - They have a page advertising their app with mobile ordering through a third party app and a separate ecomerce site to sell products	OKAY + Clear navigation + Beautiful photos of menu items - The app is from a third party vendor, Joe. The app has other cafes listed which users could easily select over ordering coffee from UCL - No branding consistent with desktop experience	OKAY + App has past order history + App has saved payment methods + App has points and reward system + Has popular customization options + Includes special instructions field + includes wait time feature - Products sold on a separate ecomerce site not consistent with brand - Doesn't allow purchase of all items sold in-store - Not updated with out of stock items - Doesn't have allergen information - Doesn't offer order ahead	NEEDS WORK + Can navigate desktop site using keyboard + Has clear titles + Graphics have alt text + Allows for magnification - Red and black color scheme is not accessible - Small font size - Impossible to use Joe's app with iPhone VoiceOver - Only available in English - Text over images is hard to read	OKAY + Desktop site - Easy to find location, hours, and contact info + Clear hierarchy - Desktop site - Site is purely informational and doesn't allow you to place an order - app makes it easy to place an order	GOOD + Easy to navigate	NEEDS WORK + Constant use of beautiful photos - Branding is not consistent between mobile app, ecommerce site, and desktop website	Serious	NEEDS WORK + Very short and to the point - No menu leaves descriptions of items to be desired
6	203° Fahrenheit Coffee	Direct	Kirkland, WA	high quality coffee and pastries. Ships whole bean coffee anywhere in the US, modern ambience	$$	https://203degreesfahrenheit.coffee	Small	Middle to upper-class men and women	A premier coffee experience... coffee and service, done to perfection	RATING + Has online ordering system + modern aesthetic, visually appealing + responsive + simple, and clear navigation - Takes time to load	NEEDS IMPROVEMENT - No mobile app available	GOOD + Does label gluten free menu items + Seems to be updated with items out of stock + offers order ahead - Has popular customization options - Cannot create an account with payment or order history - Doesn't label all allergens - Doesn't have wait time - No points and reward system	NEEDS WORK + Has clear hierarchy of titles + Font size is readable + Good color contrast + Allows for magnification - Only available in English - Cannot navigate using keyboard - Elements with button functionality not tagged for assistive technology - Empty buttons and links - Graphics do not have alt text	GOOD + Easy to find key info including location, hours, and contact info + Easy to place an order	GOOD + Clean, simple, and easy to navigate	OUTSTANDING + Strong brand identity including photography, color, fonts, icon style, and tone	Formal, professional, serious	GOOD + Short and to the point
7	Starbucks	Direct	In 76 countries, Seattle Based	Coffee, espresso, pastries and small to-go friendly meals, and roasted coffee beans, inviting ambience. Has other brands under the starbucks umbrella that sells tea, and more	$$	https://www.starbucks.com	Large	Middle to upper-class men and women	The "third place" for customers, after home and the workplace	GOOD + Visually appealing with modern, artistic vibes + Simple, easy to use navigation + Responsive + Clear brand identity	RATING + Easy to navigate + Good branding	OUTSTANDING + App has past order history + App has saved payment methods + App has points and reward system + Has popular customization options + Includes special instructions field + includes wait time feature and ordering from a ton of locations + updates with out of stock items + Includes wait times + Includes nutritional information and allergen information + offers order ahead	GOOD + Elements tagged for assistive technology + Navigable using a keyboard + Includes alt text + Allows magnification + Readible font sizes + Background and foreground have sufficient contrast in most places	GOOD + Easy to find key info including location, hours, and contact info + Easy to place an order	GOOD + Clean, simple, and easy to navigate	OUTSTANDING + Strong brand identity including photography, color, fonts, icon style, and tone. Starbucks has one of the most recognizable logos in the world and is a leader in branding	Informal, geniune, and friendly	GOOD + Short and to the point
8	Little Grandma's Kitchen	Indirect	Kirkland, WA	Breakfast burritos, sandwiches, wraps, tatchos, lattes, italian sodas, casual and playful ambience	$$	https://www.lgskitchen.com	Small	Young professionals	Fuel the day. Breakfast done right.	GOOD + Playful appearance, food looks good + Responsive + Clear navigation + Has menu available on site - Has online ordering system through third party called "toast"	NEEDS IMPROVEMENT - No mobile app available	GOOD + Can create an account with payment methods and order history + Has a reward system + Has popular customization options + Includes special instructions field + includes wait time feature + Has order ahead - Branding not consistent on third party site - Not updated with out of stock items - Doesn't have allergen information	NEEDS WORK + Elements with button functionality tagged for assistive technology + good color contrast between background and foreground - Does not have clear title hierarchy - Not navigable using keyboard - Does not include alt text - small font sizes - Text is hard to read over images	GOOD + Easy to find key info including location, hours, and contact info + Easy to place an order	GOOD + Clean, simple, and easy to navigate	GOOD + Strong brand identity including photography, color, fonts, icon style, and tone - Third party ordering website not consistent with brand	Playful and a little intrusive	GOOD + Short and to the point
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