Indian Coffee House

Indian Coffee House

HistoryICH was started by the Coffee Board in 1940

Workers co-operative was founded in 1957

The first Indian Coffee House was opened in New Delhi on 27 October 1957

Management

• Presently 13 co-operative societies run ICH

• These societies are governed by managing committees elected from the employees

• There is also a federation of the co-operative societies as the national umbrella organization to lead these societies.".

STP

Segment Target Positioning

•Food and Beverages •Students•Journalist•Bureaucrats•Doctors•Lawyers•Senior Officials•International Market

• Traditional Ambience•Affordable food• Courteous Services•Healthy food•Meeting Place

7Ps Competitor detail7 Ps ICH Sagar Ratna/ Sundram CCD

Product • Coffee• South Indian Food• Western Food

• South Indian Food• North Indian Food• Chinese

• Coffee• Snacks

Price Cheap and affordable Premium Priced Premium Priced

Place • Near colleges and offices• Owned by Different Societies

• Malls/ Main Market of city• Company owned

• Malls/ Main Market of city• Franchises

Promotion Word of mouth Print Media/ Out door media Outdoor media

People Traditional Style and middle aged waiters

Well dressed andMiddle aged staff

Young staff with good communication and presentation

Process Old service style Traditional + Western Western style

Physical Evidence

• Ethnic Ambience• Moderate cleanliness

• Modern looks• Family Dining Hall• Traditional south Indian food served on banana leaves

• Music• Western ambience• Take away

BlueprintCU

STO

MER

AC

TIO

NS

CON

TACT

EM

PLO

YEE

ACTI

ON

SSU

PPO

RT P

ROCE

SSES

ON

STAG

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CKST

AGE

Order

Waiter

Chef

Required material collected

Prepare food

Deliver

Receive food

Request for bill

Bill provided

Payment and check out

Gap 1 (not knowing what customers expect):

• No interaction between customer and manager of restaurant

• No provision of feedback from customer visiting ICH

• No customer relationship management

GAP Analysis

Gap 2(not having the right service designs and standards)

• Service at ICH is quick. Serve under very fast

• Uniform of waiters is not clean

• Non- Hygienic way of food serving

Gap3(not delivering to service standards)

• No proper training for employees

• Failure to match demand and supply during peak hours

Gap 4(not matching performance to promises)

• Affordable with good service so manage to keep customer expectation

• No marketing communication. Only WOM is only source

RecommendationsConscious about the cleanness of the uniform : specially in North India

Water – Purifier

Can play music in the restaurant

Clean and well mentioned washrooms

Should keep suggestion book

Take care of hygiene factor

Analysis

10%

24%

38%

19%9%

Age Group

15-2525-3030-4040-5050 and above

Since when are you visiting Indian Coffee House?

11

19

33

37

Sales

1+5+10+15+

From where you came to know about Indian Coffee House?

684

20

8

Sales

Friends/ FamilyAdvertLocationOthers

What is your reason to visit ICH?

• Main reason is “Value for Money”• “Hangout place” to meet old friends and

have long discussions.

Has there been any change since the 1st time you have visited ICH?

Yes No0

10

20

30

40

50

60

70

80

90

100

Series 1Column2Column1

What should ICH change?

• One thing that the customer would like to

change in ICH is “Service”