CHAIWALLA & CO.

GARAGE 51

COFFEA COFFEE

CHAIWALLA & CO NAZRUL HAKIM PUTRA

JOHOR BHARU 2012FIRST OUTLET IN KUALA LUMPUR!!!

(THE CURVE)

YEAR 2013

THE NAME CHAIWALLA COMES FROM

CHAI WALLATEA BOY

LOCATION

INFRONT OF STARBUCKS

THE CURVE MALL, Jalan PJU 7/3, Mutiara Damansara

A Starbucks branch is located right in front of the chaiwalla installment, although it is technically a competitor for their brand, they think of it as a crowd-bringer or as a mean for coffee lovers to find their existence

NAZRUL HAKIM PUTRA

TRAVELS AROUND THE WORLD

2011 JAPAN EARTHQUAKE

EMERGENCY HOUSES MADE FROM CONTAINERS

INSPIRATION

Chaiwalla & Co is possibly Klang Valley's first "container café and it is ideal for our instagram generation

WHAT MAKES CHAIWALLA DIFFERENT?

STRATEGIES

Online advertising and publications

2) The interior, cabinets and chairs are all made by pine wood

The ceiling is decorated using chipped wood, to give it aMore vintage look.

Pine wood, because its cheaper, softer and easier on the eyes

1) THE CAFÉ IS MADE FROM A RECYCLED CONTAINER

SPECIALITY

THE CAFÉ HAS A TWO STORY COMPARTMENT, ACCESSED BY A BUILT IN LADDER, MADE FOR OFFICE PURPOSES AND FOR THE STORAGE OF SOME SUPPLIES.

ALL THE UTENSILS AND MATERIALS IN THE CONTAINER ARE PROVIDED BY THE OWNER HIMSELF

All the ingredients and spices are grown locally at Johor and transported on a regular basis, to the container

PRICESVIATNAMESE BLACK

COFFEE – RM 7

Saffron-&-rose-flavored milk tea with yogurt pops - RM5.80

THE DRINKS AT CHAIWALLA ARE FAIRLY CHEAP, WE ORDERED AN ICE CREAM CHOCOLATE BROWNIE AND A VIATNAMESE COFFEE, WHICH ONLY COST RM 7 FOR THE COFFEE AND 5 FOR THE BROWNIE. ALL DRINKS AND PASTRY ITEMS ARE PRICED FAIRLY BETWEEN RM 5 TO RM 10.

CHALLENGES

TRANSPORTING THE CONTAINER, FROM JOHOR, AND ITS INSTALLMENT at the curve

GETTING LICENSE FROM MBPJ

WEIGHT LIMITATION IN THE AREA OF INSTALLATION

ACCEPTANCE OF THE COMMUNITY, AND EXPOSING THE BRAND NAME

Produce a well known internationally famous coffee and tea brand

FUTU

RE P

LAN

S

EXTEND THEIR BRANCH THROUGHOUT THE KLANG VALLEY

GARAGE 51

ONE OF THE WALLS IS

BEAUTIFULLY COVERED

WITH AN ART PIECE

REPRESENTING THE

MELBOURNE Hosier Lane

graffiti

BACKGROUND

It is Established by the same people who run Coffee Societe at Publika.

It was brought to us by Kah Wai, a bright young gentleman who studied in Melbourne. He was interested in the Melbournian coffee culture and wanted to bring a slice of it to KL.

LOCATION

Tucked amongst rows of automotive workshops and random eateries on jalan pjs 11/9, Petaling Jaya, Selangor

Open 11am-11pm

SUNWAY UNIVERSITY

GARAGE 51

BACKGROUNDTHE INTERIOR

THE CAFE’ HAS SOME INTERSTING ARCHITECTURE WITH OIL DRUM- TURNED SEATINGS AND PINE WOOD TABLES STANDING ON STEEL BARS

PRICINGS

Caramel latte with extra milk, for just RM8.90

PRICINGS

Garage 51 also offers a small menu of dishes served after 6pm

grilled chicken for RM 19

Ethiopian Yirgacheffe coffee for RM15

STRATEGIES

SUITE OF SERVICES INCLUDING FREE WIFI AND CHILL OUT ZONES

PROMOTIONAL ADVERTISING ON FACEBOOK VIA A FACEBOOK PAGE

ONLINE MEDIA PUBLICATIONS

FUTURE PLANS

TO EXTEND THEIR OUTLETS THROUGH OUT MALAYSIA, IN UNIQUE AND INTERESTING CONCEPTS

BRING MORE OF THE AUSTRALIAN COFFEE CULTURE TO THE LOCAL COFFEE INDUSTRTY

COFFEA COFFEE

LOCATED AT THE The Curve (LBG-1), 47810 Petaling Jaya, Selangor

- Mr. Timothy is the Founder of Coffea Coffee- It was started by 2 Malaysians who were a DJ and a

businessman, had a love for coffee and travelled all the way to korea due to their knowledge of Mr. Timothy

- There are more than 60 outlets in South Korea, 4 outlets in malaysia, first one opened in dec 2012

BACKGROUND

ARCHITECTURE

Interior decoration of the shop is tastefully done and quite luxe – textured walls, quaint beautifully crafted furniture. Pine wood furnishings and bricks are used for decoration, with a lot of ceiling lights. There’s even a small alfresco area for those who want to satisfy their nicotine addiction with some coffee.

The coffee beans and ingredients are all imported from South Korea.

The countries such as Kenya, Mala, Costa Rica & Brazil also provides the import coffee beans originated from the South Korea.

COFFEE AND SUPPLIES

There are two different beans to choose from.

“Maestro” for those who like strong full-bodied blend, or “Madonna” for those who prefer it aromatic with slight acidity. You can also find a selection of cakes, scones, bagel, sandwich, and other light foods.

PRICINGS

Drinks and coffee are priced at below RM 10 to RM 13, and cakes and pastry items at around RM 10-12

The Obstacles

‘Coffea Coffee’ faces the big competitors in Malaysia, mainly international brands who have their outlets locally.

For example, one of their branch at ‘The Curve’ faces several Coffee Shops around the area. Thus, this increases the competition among them to be the best.

Each of the competitors are producing healthy coffee with the quality ingredients.

The own specialties give the best in the market among the other competitors.

STRATEGY

‘Coffea Coffee’ ensure s the quality of their coffee drink production consistently to be the best among others.

The Machines used for the coffee making are also wisely chosen and all of them are imported from korea in order to make sure the quality standard is maintained at the best.

Advertisement

‘Coffea Coffee’ promote through Internet, Medias, Newspapers and more.

The Brand is already well known amongst the coffee lovers all over the world.

FUTURE PLAN

THE MAIN GOAL IS TO EXPAND THEIR OUTLETS IN 2014 AND MAKE THEIR BRAND STAND OUT AMONG OTHER COMPETITORS

CHAIWALLA COFFEA COFFEE

BACKGROUNDAnd INSPIRATION

Melbourne coffee shop concept introduced by kah wai, local student studying in aussie.

Inspiration from refugee container houses, by owner who was a former seafarer

Two coffee lovers from Malaysia who travelled to Korea in hopes of making their coffee-shop dream a reality

ORIGIN Bandar sunway, september 2013

JOHOR, on December 25th 2013 SOUTH KOREA. Malaysian first outlet opened in December 2012

SUPPLIERS Coffee imported from africa and australia

ALL coffee, furniture's and materials are transported from Johor

Coffee beans and machines are imported from Korea

AMBIANCE Garage-theme, very old and homey mood with dozens of bulbs

A very ‘vintage’ , new and relaxing feel A more professional coffee-shop mood, more lightings and settings

ARCHITECTURE Oil drum-turned chairs, pine wood tables and steel bar legs

Real cargo container, Pine wood furnishings, interior floors, chipped wood ceiling

textured walls, quaint beautifully crafted furniture

ANALYSIS

GARAGE 51 CHAIWALLA COFFEA COFFEE

COMPETITION Located in an area which minimizes competition

“Competitors are not seen as rivals since we are a baby company” - manager

Starbucks, coffee bean

FUTURE PLANS To open more outlets throughout kl and expand the melbourne coffee culture in malaysia

Expand their outlets in klang valley

Maintain their reputation among international competitors

PRICINGS Coffee is priced between 8 to Rm 18. meals between 15 to RM 25

Drinks are priced below RM 8 and cakes and pastry food items around RM 5 - 7

Drinks are priced at below RM 10 to RM 13, and cakes at around RM 10-12

OPENING HOURS 11:00 am to 11 : 00 pm 9:00 am to 10:00 pm 7 :00am to 3:00 pm

StrategiesOnline media Online media

CHAIWALLA comes off as a more Ideal coffee shop for this ‘CYBER’ age, Chaiwalla & Co is Klang Valley's first "container cafe” - an eye-catching

construct of converted cargo containers, plopped into The Curve & unwrapped for the betterment of local coffee. The food

is cheap and extremely delicious. Although coffea coffee and garage 51 has

the advantage of more service hours, chaiwalla seems more fitting to spend the evening enjoying a warm cup of

coffee in a lovely ambiance.

CONCLUSION

REFERENCE

TAJUL. (2014) Interviewed by DANAR JOVIAN at the curve, Selangor on 12th January 2014

Sean (december 27, 2013). eat drink kl. [ONLINE] Available at: http://eatdrinkkl.blogspot.com/2013/12/chaiwalla-co-container-cafe-curve.html. [Last Accessed 15 august 2014].