McCafe Ethnography

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Deciphering the QSR beverage experience through a summer long ethnography in downtown Chicago.
(Qualitative Situation Analysis)

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McCafe Ethnography

  1. 1. Creating an emotional reason for Monday, July 8, 13
  2. 2. different coffee shops. Not to ape them but to understand what awesome-ness are they upto. And a visit to our own turf. a comparative look at coffee shop experiences Monday, July 8, 13
  3. 3. different coffee shops. Not to ape them but to understand what awesome-ness are they upto. And a visit to our own turf. a comparative look at coffee shop experiences Monday, July 8, 13
  4. 4. different coffee shops. Not to ape them but to understand what awesome-ness are they upto. And a visit to our own turf. a comparative look at coffee shop experiences Monday, July 8, 13
  5. 5. different coffee shops. Not to ape them but to understand what awesome-ness are they upto. And a visit to our own turf. a comparative look at coffee shop experiences Monday, July 8, 13
  6. 6. Monday, July 8, 13
  7. 7. Monday, July 8, 13
  8. 8. Monday, July 8, 13
  9. 9. is interwoven with the experience Monday, July 8, 13
  10. 10. Monday, July 8, 13
  11. 11. and Conversations Monday, July 8, 13
  12. 12. and Conversations and the Coffee Monday, July 8, 13
  13. 13. and Conversations and the Coffee and the Shop Monday, July 8, 13
  14. 14. and Conversations Monday, July 8, 13
  15. 15. BONDING Hangout without pretense Monday, July 8, 13
  16. 16. CONVERSATIONS ARE REPLETE WITH INTIMATE CONNECTION. Professional partners Young daters Millenial study groups Artists/Writers Mom, Dad & Kid Grandma, Grandpa & Kid Siblings Cousins BFFs Older Couples Monday, July 8, 13
  17. 17. CONNECTIONS ARE FREE OF A ‘SOCIAL HANGOUT’ BAGGAGE INTIMATE CONNECTIONS informal appeal familiarity to the environment comfort zone everyday- like topics Monday, July 8, 13
  18. 18. lingers on after the McDonald’s meal. Monday, July 8, 13
  19. 19. Conversations over coffee don’t have to be limited to the shop. Monday, July 8, 13
  20. 20. Can McCafe lead the trend of bonding over coffee in public spaces? Conversations over coffee don’t have to be limited to the shop. Monday, July 8, 13
  21. 21. and the coffee Monday, July 8, 13
  22. 22. THE IDEA OF A GOOD CUPPA You can be who you are and get great coffee Monday, July 8, 13
  23. 23. DO YOU QUALIFY FOR GOOD COFFEE? INVISIBLE BOUNDARIES Monday, July 8, 13
  24. 24. COMMUNITY OF FAKERS Monday, July 8, 13
  25. 25. NURTURING AN ENVIRONMENT OF BELONGING Monday, July 8, 13
  26. 26. believes everyone deserves a sweet surprise. Monday, July 8, 13
  27. 27. You don’t need bells and whistles for something as basic as coffee. Monday, July 8, 13
  28. 28. Can McCafe be a symbol for the everyday comfort of coffee? You don’t need bells and whistles for something as basic as coffee. Monday, July 8, 13
  29. 29. and the shop Monday, July 8, 13
  30. 30. The vibe of a coffee place is an outcome of a brand’s culture and its patrons’ personalities. Monday, July 8, 13
  31. 31. FREESTYLE A harmony of chaos and business Monday, July 8, 13
  32. 32. ANALOGY OF A SIMILAR SPACE The Family Kitchen Spills, Giggles, Food mess, Unwashed utensils, Phone rings, Pet sounds, Half-done To Do List Cooking, Eating, Feeding, Touching upon Homework, Co-ordinating for gym class, Scheduling the doc’s appointment Chaos Business Monday, July 8, 13
  33. 33. DIVERSITY CHURNS FREESTYLE Monday, July 8, 13
  34. 34. COEXISTENCE OF CHAOS AND PROCESS Monday, July 8, 13
  35. 35. has your back in the morning. (chaotic queue but efficient delivery.) Monday, July 8, 13
  36. 36. McCafe is efficient because it cares. Monday, July 8, 13
  37. 37. McCafe is efficient because it cares. Can we make McCafe a symbol of caring when coffee really matters? Monday, July 8, 13
  38. 38. Bonding Freestyle A good cuppa HANGOUT WITHOUT PRETENSE A HARMONY OF CHAOS AND BUSINESS YOU CAN BE WHO YOU ARE AND GET GREAT COFFEE Belonging Monday, July 8, 13

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