HistoryICH was started by the Coffee Board in1940 ICH was closed in 1950 due to policy change 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- • These societies are • There is also a operative societies governed by federation of the co- run ICH managing committees operative societies as elected from the the national umbrella employees organization to lead these societies.".
STPSegment Target Positioning•Food and Beverages •Students • Traditional Ambience •Journalist •Affordable food •Bureaucrats • Courteous Services •Doctors •Healthy food •Lawyers •Meeting Place •Senior Officials •International Market
7Ps Competitor detail 7 Ps ICH Sagar Ratna/ Sundram CCDProduct • Coffee • South Indian Food • Coffee • South Indian Food • North Indian Food • Snacks • Western Food • ChinesePrice Cheap and affordable Premium Priced Premium PricedPlace • Near colleges and offices • Malls/ Main Market of city • Malls/ Main Market of city • Owned by Different • Company owned • Franchises SocietiesPromotion Word of mouth Print Media/ Out door media Outdoor mediaPeople Traditional Style and middle Well dressed and Young staff with good aged waiters Middle aged staff communication and presentationProcess Old service style Traditional + Western Western stylePhysical • Ethnic Ambience • Modern looks • MusicEvidence • Moderate cleanliness • Family Dining Hall • Western ambience • Traditional south Indian • Take away food served on banana leaves
Blueprint Payment CUSTOMER Receive and check ACTIONS Order food outCONTACT EMPLOYEE ACTIONS ONSTAGE Waiter Deliver Request Bill for bill provided BACKSTAGE Chef SUPPORT PROCESSES Required Prepare material food collected
GAP AnalysisGap 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 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 IndiaWater – PurifierCan play music in the restaurantClean and well mentioned washroomsShould keep suggestion bookTake care of hygiene factor
Analysis Age Group 9% 10%19% 24% 15-25 25-30 30-40 40-50 38% 50 and above
Since when are you visiting Indian Coffee House? Sales 11 37 19 1+ 5+ 10+ 15+ 33
From where you came to know about Indian Coffee House? Sales 8 20 Friends/ Family Advert Location 4 Others 68
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?10090807060 Series 150 Column240 Column1302010 0 Yes No
What should ICH change?• One thing that the customer would like to change in ICH is “Service”