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Happy Cat Cafe
- 1. Team 7 Ruibing Ji ZhongyuanLian (Carlos) Peter Parthenis Jing Xu Jing Zhang (Janiet)
- 2. Introduction & Background •Happy Cat Café o First cat café in Grand Rapids, Michigan • Hybrid coffee house and cat adoption center • Mission Statement: o Saving Cats o Connecting People o Promoting the Growth of Grand Rapids
- 3. Research Process Problem Definition Specifythe Information Needed Implications & Recommendations Data Collection & Analysis Online Distribution Offline Design Questionnaire Development
- 4. Problem Definition • HappyCat Café wants to open the first cat café in Grand Rapids, Michigan. • Therefore, we should study the new business operation model which combines both pet-adoption center and café. • So that we can explain the likelihood of success of the first cat café in Grand Rapids.
- 5. Content Analysis LIWC Dimension YourPersonal Formal Data Texts Texts Self-references (I, me, my) 8.26 11.4 4.2 Social words 8.15 9.5 8 Positive emotions 5.47 2.7 2.6 Negative emotions 0.21 2.6 1.6 Overall cognitive words 6.71 7.8 5.4 Articles (a, an, the) 3.92 5 7.2 Big words (> 6 letters) 15.27 13.1 19.6
- 6. Conceptual Map • HappyCat Café aims to open the first Cat Café in Grand Rapids, Michigan, and successfully obtain return on investment in 2 years of operations. • Therefore, we should study the new business operation model which combines pet-adoption and café, and customer perspectives, value, needs and preferences • So we can identify why people would go to Happy Cat Café.
- 7. Specific Components ofthe Research Problem Specific Components Staff Demographic Factors Current SituationCompetition Analysis Environment & Atmosphere Risk Promotion Price Products Health Benefits Cleanliness
- 8. The Rationale Behindthe Layout and Sequence - Opening Questions - Basic Information Questions - Classification Information Questions - Open Ended Question oConsumption Habits in a Cafés oAttitudes Towards a Cat Cafés oPreference for Charging Model oOpinions About the Cat Area
- 9. Development of IndividualItems • Q7: On the occasions that you make a food or beverage purchase at a café, how often do you eat/drink there? A. Less than 50% of the time B. 50% of the time C. More than 50% of the time
- 10. Development of IndividualItems • Q11: “There are many health benefits associated with animal interaction, playing with cats can reduce stress for example.” Is this statement true or false? • Q18: How much do you trust that Happy Cat Café’s commitment to cleanliness, that we can maintain a sanitary environment for the consumption of food and beverages?
- 11. Development of IndividualItems Q12. How would you like us to charge for entrance to the cat area? I don’t care. Surcharge for each drink Separate entrance fee Q14. Choose Price Range Q13. Choose Price Range
- 12. Analysis and KeyFindings
- 14. Food and Beverages 0 13 25 38 50 63 CoffeeJuice Tea Top 3 Beverages 0 9 18 27 36 45 Latte Mocha Top 3 Coffees 0 13 25 38 50 63 Cake Muffin Sandwich Top 3 Food Items
- 15. Customer Behavior ofVisiting a Traditional Café Less than 1 57% 1 to 3 37% 4 to 6 6% Times Frequent a Café Per Week Take- away 54%Neutra l 21% Stay 25% Prefer Stay or Take-away
- 16. Customer’s Willingness ofVisiting a Cat Café Yes 27% No 60% Not Sure 13% Ever Been to a Cat Café Less than 1 45%1 to 3 53% 7 or more 2% Times of Customer Willing to Visit Cat Café Per Week
- 17. Cat Café isMore Attractive Unwillin g to visit 57% Traditional Café Unwilli ng to visit 45% Cat Café
- 18. Pricing Model 64% 20% 16% Charge Preference Surchargefor food/beverages, free admission to the cat area Separate fee for food/beverages and admission to the cat area I don’t care $0- 2.99 63% more than $3 37% Surcharge for Each Drink/Food $0- 2.99 77% $3- 3.99 23% Entrance Fee
- 19. Customer Preference aboutHappy Cat Café 85% 11% 4% Time Willing to Spend with Cats 0-45 mins 46mins-60mins More than 60mins 90% 4% 6% Cats Number 1 to 10 11 to 15 More than 15 86% 14% Customer Number in Cat Area One to Four Five and more
- 20. Exploratory Research Frequency of Visitinga Cat Café Believe in Health Benefits Trust our Commitment to Cleanliness
- 21. Limitations Yes 49% No 20% Not Sure 31% Pet-Friendly Home 12% 81% 7% Age Under 2021-30 31-40 77% 10% 9% 4% Personal Annual Income Under $25,000 $25,001 to $50,000 $50,001 to $75,000 $75,001 to $100,000
- 22. Recommendations & Conclusion •Social Media Presence • Student Discount • Pricing Method • Membership Program • Advertisements for Pet-Friendly Neighborhoods and Apartment Buildings
- 23.