The CAFÉ SURVEYED By Me Are: Tea Connect, Ajmer Chaska, Ajmer Vapor, Ajmer Khokha, Ajmer Crazy Tales, Ajmer Junkyard, Ajmer Brown Sugar, Jaipur Tapri, Jaipur A Critical Study Was Undertaken By Me Of All The Above Cafes, Which You Will Find In The Pages of This Report Take A Look At A SWOT.

1. By: Milli Jain
Commercial Design Diploma
NSQF Level 6 Of NSDC
Restaurant Design
Market Survey Report

3. The Experience Of Place Is Unique To Each Individual
And Is Directly Related To His Or Her Lived
Experiences. Attachment To Place Is A Set Of
Feelings That Emotionally Binds People To A Particular
Place.

4. Apart From The Study Of Elements And Principles Used In A Coffee
Shop, I Even Referred A Journal Of Florida State University On The
Topic “Coffee Shop: Social And Physical Factors Influencing Place
Attachment”
After This, I Did An Intensive Market Survey Of Cafes Operating In
Ajmer And Jaipur. I Clicked Pictures Of The Spaces And Nearly Eight
Cafes Were Undertaken By Me During My Market Survey.
These Cafes Were Studied On The Basis Of Six Points Which I Have
Discussed Earlier In My Project, Which Were:
1. Entrances
2. Aroma
3. Cleanliness
4. Sitting Arrangement
5. Outside View
6. Adequate Lighting

5. The CAFÉ SURVEYED By Me Are:
1. Tea Connect, Ajmer
2. Chaska, Ajmer
3. Vapor, Ajmer
4. Khokha, Ajmer
5. Crazy Tales, Ajmer
6. Junkyard, Ajmer
7. Brown Sugar, Jaipur
8. Tapri, Jaipur
A Critical Study Was Undertaken By Me Of All The Above
Cafes, Which You Will Find In Further Pages.
Take A Look At A SWOT.

6. Café: 1
Tea Connect
Location: Vaishali Nagar, Ajmer.

7. Stairway To Café
Separate Entrance
Ambience

8. Seating
Arrangement
Roof Top Seating
Arrangement

9. Tea connect is one of the most sophisticated cafés of town. It is a
chain café which has its branch in Jaipur also. Being a chain café it
perfectly knows how to run a business. Its design is good with
comfortable seating arrangement and proper lighting. Proper use of
omni and accents light could be seen in this café. Service is quick. The
aroma is too good. It also had a reading section just near the main
entrance which I felt is at wrong place because the one reading the
book will get disturbed by the movement of guests in and out of the
café.
It has separate entrance to the kitchen which should be there in all
café’s and restaurants as it does not disturbs the guests’ way. Main
entrance was welcoming. The staircase had doodles painted on it
which were leading towards the café. It has daily offers which keeps
excitement in the guests to visit the café. Its table turnover is great.
Anytime it remains fully occupied. The main reason being, its targeted
market is teenagers and adults both.
The café started its working a year back and will work smoothly in long
run.

10. • No Lift Facility
• High Prices
Tea Connect Is A Well Organised Café And Its
Management Is Very Well Aware Of New Trends And
Competitors Present In The Market. Till Now There Is
Nothing Which It Has To Grab Or Improve And If Any
Opportunity Comes In Its Way It Will Surely Grab It.
Tea Connect Is Working Very Well And In My Opinion It Has
No Threats.
• Sophisticated Hangout Place •At Prime Location
• Comfortable Seating • Clientele It Attracts
• Good Aroma • Fast Table Service
• Separate Entrance

11. Café: 2
Chaska
Location: Gyan Vihar Colony,
Ajmer.

12. Entrance
Seating
Arrangement
Passage Leading Towards lounge

13. Ambience Created
Roof Top Seating
Arrangement
Way to Roof Top Restaurant

14. Chaska is a café and lounge which is situated on the second floor of
a commercial building. While surveying, I saw that the designer has
used artificial grass onto the walls which is not wrong but required
maintenance. In a city of Rajasthan if they are not cleaned on regular
bases they will invite insects which will make the place unhygienic.
Another fault in the design was ventilation was very poor. There were
no fans or air conditioner. Just a small 2’*3’ window and 2 standing
fans. Above all, they had used normal glass for ceiling and for one
wall which heats up the café even more. Low-e glass would have
worked perfectly. So there was a huge problem of ventilation.
It had same entrance for guests and staffs which is a drawback as
Grocery was supplied through the main entrance which was
unpleasant to see. Seating was not comfortable.
The café might run perfectly only if it overcomes these weaknesses. I
am sure about this because there are many fast food stalls just in front
of it which remains full and jampacked. That means there is market for
the café but they are not making use of it.

15. • Requires Maintenance • Poor Lighting
• High Prices •Poor Aroma
• Bad Ambience •Uncomfortable Seating
•Poor Ventilation
It Can Attract More Client If It Overcome All Of Its
Weaknesses. There Is Market For The Café But They Are
Not Making Use Of It.
Nearby Fast Food Stalls.
I Couldn’t Find Any Strength In Running Of Khokha.

16. Café: 3
Vapor
Location: City Square Mall,
Pancheel, Ajmer.

17. Seating
Arrangement
Ambience
Created
Stage For Dances

18. Vapor Is A Newly Opened Roof Top Café. The Biggest Weakness Of
The Café Is That It Has 3 Private Lounge Seating. It Is A Weakness
Because If A Couple Comes To A Restaurant And Chooses To Sit In
That Lounge Which Had Seating Arrangement For Six Persons, Than
The Space Occupied By Those Two Will Be Of Six And The Table
Turnover Will Decrease. Another Seating Arrangement Was Of Table
And Chair With A Huge Tree Structure Jutting Out From The Centre Of
The Square Table. The Faux Tree Creates Irritation As The Guests Sitting
Round The Table Will Face Problem In Communicating With The One
In Front. Moreover Blue LED Strip Lights Were Used On The Table Top
Which Creates Irritation To The Eye And Does Not Allow To See What's
On The Table. It had exposed kitchen. All the working in the kitchen
was clearly visible to the dined guests, which was not pleasant.
Ambience created was quite good.
Being A Roof Top Restaurant It Will Not Run During Days Of Summer
Reason Being The Hot And Arid Climate Of Ajmer. The Only Thing That
I Found Interesting Was The Sprinkle System That They had used to cool
down the temperature.

19. • Same Entrance • Seating Arrangement
• High Prices • Faulty Use Of Faux Tree
It Has Potential To Attract More Client If It
Lowers Its Prices.
Seating Arrangement Can Be Its Biggest Threat
Because It Is Reducing Its Table Turnover
•Ambience •Location

20. Café: 4
Khokha
Location: Vaishali Nagar, Ajmer.

21. Entrance
Seating
Arrangement
Billing Counter
P.O.S.
Projector Screen For Entertainment

22. Seating
Arrangement
Ambience
Created
Stage For Dances

23. Khokha, A Café Which Is Famous Amongst Youngsters And Adults.
Another Café Which Is In A Basement. It Has Comfortable Seating And
Seating Arrangement Is Also Good. Talking About Cleanliness, It
Needs To Work On It. Tables Were Not Tidy Which Was Creating An
Unhygienic Environment.
It Has Separate Entrance For Staff And Guests. There Was No Aroma
Of Food In Café It Needs To Work On It. Ambience Is Also An Area
Which Needs Improvement. It Also Has POS. Which Increases Its Daily
Sale.
Its Been Four Years Since It Has Started Its Working And Is Not Doing
Well Till Now. Its Just Dragging Its Business. Table Turnover Ration Is Not
That Good But Can Be Increased If All The Above Said Weaknesses
Are Clearly Thought Upon.

24. • Same Entrance • Poor Lighting
• High Prices •Poor Aroma
•In Basement • Bad Ambience
•Use Of Derogatory Content •Uncomfortable Seating
It Can Attract More Client If It Overcome
All Of Its Weaknesses
There Are Many Cafes Coming Up Nearby One Of Them
Being Tea Connect Which Can Be A Great Threat To It.
I Couldn’t Find Any Strength In Running Of Khokha.

25. Café: 5
Crazy tales
Location: Ana Sagar Link Road, Ajmer.

26. Entrance
Outside Seating
Outside View

27. Seating
Arrangement
Wall Art
Stage For
Performances
Billing Counter

28. Crazy Tales Is Situated On Third Floor Of A Commercial Building. It Has
A Beautiful Lake View With Proper And Comfortable Seating
Arrangement. The Furniture Is Not Fixed Which Allows Them To
Organise Big Parties, As The Furniture Can Be Shifted On One Side
When More Space Is Needed. Being In A City Like Ajmer Where
Maintenance Part Is Missing In Many Of The Cafes And Restaurants,
Crazy Takes Is One Of Those Cafes Which Are Well Maintained.
Talking About Its Weaknesses, Ambience Was Not Good, Aroma From
The Food Was Missing, Lighting Was Not Proper And The Main
Drawback Was It Has Same Entrance For Staff And Guests. Grocery
Was Supplied Through The Main Entrance Which Was Unpleasant To
See.
As Many Cafes In The City, It Attracts Only The Teenagers Or
Youngsters Which Does Not Guarantee Its Success As Money Power
Remains In The Hands Of Adults And No Adult Will Go In Cafes Which
Are Out Of Their Sight. It Might Not Work In Long Run.

29. • Same Entrance • Poor Lighting
• High Prices • Bad Ambience
It Can Attract More Client If It Overcome
All Of Its Weaknesses
• Subway Coming Up Nearby
•Lake View •Well Maintained

30. Café: 6
Junkyard
Location: Vaishali Nagar, Ajmer.

31. Entrance
Seating
Arrangement
Ambience
Created
Billing Counter
Washroom

32. A Café With 100’s Of Weaknesses And Zero Strengths. The Biggest
Drawback Is That Its In A Basement And Whenever We Feel Hungry
We Go To The Place Which Is In Our Sight, Neither Up Nor Down.
Second Weakness Is The Clientele That It Attracts. Targeted Market
Was Only Youngsters. Places Being In Basement Are Supposed To Be
Of Lower Standards And No Sophisticated Man Would Ever Go At
Such Place. Use Of Derogatory Content On To The Walls Was Also A
Sign Of It Being A Low Standard Place.
The Ambience Was Very Poor With No Proper Lighting And
Uncomfortable Seating.
It Also Had Same Entrance For Guests And Staff. Service Was Too Slow.
I Could Not Find Anything As Its Strength. What I Could Find Is Lots And
Lots Of Weaknesses.
Because Of All These Weaknesses Its Table Turnover Ratio Was Too
Low. It Will Not Run More Than A Year Or Two.

33. • Same Entrance • Poor Lighting
• High Prices •Use Of Derogatory Content
•Poor Aroma • Bad Ambience
I Couldn’t Find Any Opportunity For This
Cafe.
Biggest Threat For Junkyard Is The Clientele Which It
Attracts And The Ambience That It Had Created.
I Couldn’t Find Any Strength.

34. Café: 7
Brown Sugar
Location: Vaishali Nagar, Jaipur.

35. Banquet Seating
Booth Seating Table Chair Seating
Deuces Seating
Billing Counter With POS

36. Brown Sugar Is A Café Situated In Vaishali Nagar, Jaipur. It Has Two
More Outlets In Jaipur. Talking About Its Strengths, Its Available On
Digital Platforms Like Zomato And Swiggy. It Had Proper And
Comfortable Sitting Arrangement With Combination Of Banquet
Seating, Booth Seating And Deuces. Entrances For Staff And Guests
Were Separate. Main Entrance Was Welcoming. In Backside There
Was A Garden For Organising Parties. Ambience Was Good. The
Aroma Was Up To The Mark And Well Maintained.
Use Of Brick And Stone Could Be Seen. On Entrance There Was An
Exposed Brick Wall Creating A Pattern. And Inside The Covered Area
There Was One Exposed Stone Wall With Wall Scones On It,
Highlighting The Textures Of Stone And One Huge Exposed Brick Wall.
Parquet Flooring Was Used. Ceiling Was Too High And Kept Plain Black
With Ac’s And Fans Hanging Down. Ambience Created Was Too
Good And Personal.
It Also Had Bakery Items For Sale (Creating P.O.S.) Near Billing Counter.
Seeing Its Design And Service I Can Say That It Had A Grate Table
Turnover Ratio And Will Run Smoothly.

37. I Couldn’t Find Any Weakness
Brown Sugar Is A Well Organised Café And Its
Management Is Very Well Aware Of New Trends And
Competitors In The Market. Till Now There Is Nothing Which
It Have To Grab Or Improve And If Any Opportunity
Comes In Its Way It Will Surely Grab It.
Brown Sugar Is Working Very Well And In My Opinion It Has
No Threats.
• Sophisticated Hangout Place •At Prime Location
• Comfortable Seating • Clientele It Attracts
• Good Aroma • Fast Table Service
• Available On Digital Platform

38. Café: 8
Tapri, The Tea
House
Location: Prithviraj Road, Jaipur.

39. Entrance
Seating
Arrangement

40. P.O.S.
Accessories

41. Tapri, The Tea House, Gives Feel Of Thadi In A Sophisticated Manner.
It Has Two More Outlets In The City. It’s A Relaxed Café With Tea Drinks
And Snacks. Atmosphere Was Casual And Cosy. It’s A Cool Hangout
Place.
It Did Not Had Same Ceiling Design All Over The Café. In Some Areas
It Had Thatched Ceiling While In Others It Had Painted Canvas Stuck
Onto The Ceiling. Use Of Track Lights Focusing The Ceiling Creates
Good Ambience. They Had Comfortable Seating Arrangements. At
Some Areas They Had Wooden Table Chair Whereas On Roof Top
They Had Made Use Of Cane Furniture. At Tapri We Don’t Have To
Call The Waiter, What All We Have To Do Is To Press The Buzzer Stuck
Onto The Table, The Order Will Be Directly Served. This Helped Them In
Quick Service Which Lead To Great Table Turnover Ratio. It Also Had
Separate Reading Section. The Only Negative Point Was That It Had
Water Containers Kept Near The Main Entrance Which Was Depicting
The Lack Of Storage Space.
They Had Separate Section Where They Had Kept Many Personalised
Utensils On Sale.
It Was A Nice Café And Will Face No Obstacles In Its Success.

42. • Sophisticated Hangout Place •At Prime Location
• Comfortable Seating • Clientele It Attracts
• Good Aroma • Fast Table Service
• Available On Digital Platform
I Couldn’t Find Any Weakness
Tapri is a well organised café and its management is very
well aware of new trends and competitors In the market.
Till now there is nothing which it have to grab or improve
and if any opportunity comes in its way it will surely grab it.
Tapri is working very well and in my opinion it has no
threats.

43. After This Critical Study Of The Cafés In And Around The
City A SWOT Analysis Is Created in which I Came Up Of
All The Situations That Will Work As Strengths In Running
My Cafe, What All Opportunities Are Available For Me
And How These Cafes Can Become A Threat For Me In
Future.

44. After the market survey I found out that in Ajmer the CONCEPT BASED
DESIGNING IS MISSING. The cafes that attracts adults needs to be
more sophisticated and that SOPHISTICATION IS MISSING in almost all
cafes.
OBSERVATIONS BASED ON THE SIX POINTS WHICH WERE DISCUSSED
EARLIER ARE LISTED BELOW:
1. Entrance:
Entrances of the cafes or any other place of business
should be welcoming. Cafes like brown sugar, tapri and tea connect
has welcoming entrances. Tea connect had used doodles whereas
brown sugar has made use of welcoming colours (yellow, orange,
green) on entrance. Whereas in other café it took time for me to
understand where exactly the entrance is. In addition to the
welcoming entrance, the entrances must be clean and no raw
materials or containers must be left there (as in case of tapri)
2. Aroma:
While surveying, café like tea connect and brown bake

45. made me feel more hungry and cafes like Junkyard, Chaska and
Khokha were not even allowing me to eat what I ordered. The reason
that I felt was the aroma of those places. Tea connect and brown
bake had strong aroma of coffee and of the food that they served
which made me more hungry and I order more, on the other hand
rest of the cafes had an unpleasant smell or fragrance of room
freshener which was not liked by me.
What I understood from this is that coffee shops need to have aroma
of coffee and baked products. Ventilation system need to designed
in such a manner to keep required smells in the space rather than
venting them out. I can use this as my strength as adequate aroma
will force patrons to order more.
3. Cleanliness:
Restaurant are a places where we eat. They need to be
clean and hygienic. Although cleanliness is typically managements
area of concern, but being a designer I can also help in cleanliness by

46. using such materials for flooring, walls and furniture which does not
requires lot of maintenance.
4. Comfortable Furniture:
eateries are said to be second home and are supposed to
Provide that much comfort. Sitting arrangement must be proper, it
cant be more congested nor be more comfortable, as no one can
eat in more congested places. Had it been more comfortable the
patrons will take more time to finish their food which will decrease the
table turnover.
5. Outside View:
Outside view here means access to natural light, nature
and scenic beauty. While surveying I saw that people had stronger
preferences for interior sitting area that has view to the outside. This
means that patrons would not prefer to dine in an enclosed form, the
structure must have desirable openings with a view to the outside.

47. 6. Adequate lighting:
Lighting plays a very important in creating a preferable
ambience. I saw proper lighting at Tea Connect, Tapri, Vapor and at
Brown Sugar. At these cafes use of accents lights can be seen which
helped in creating good ambience. On the other hand cafes like
Chaska or Junkyard, there was only omni light illuminating the entire
space which was not creating any mood and making guests
uncomfortable to dine. From this I understood that lighting need to be
done at levels with proper understanding of the mood that every
colour of light generates.

48. Thank You
Milli Jain, 2nd Year Commercial Design
Diploma, NSQF Level-6 (NSDC)
Dezyne E’cole College,
www.dezyneecole.com