Indian Coffee House (ICH) was started by the Coffee Board in 1940 but closed in 1950, it was revived in 1957 as worker cooperatives which currently operate 13 societies across India to provide affordable and traditional food and beverages in a casual atmosphere, especially targeting students, journalists, bureaucrats and professionals.

1. Indian Coffee House
Indian Coffee House

2. History
ICH was started by the Coffee Board in
1940
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

3. 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.".

4. STP
Segment Target Positioning
•Food and Beverages •Students • Traditional Ambience
•Journalist •Affordable food
•Bureaucrats • Courteous Services
•Doctors •Healthy food
•Lawyers •Meeting Place
•Senior Officials
•International Market

5. 7Ps Competitor detail
7 Ps ICH Sagar Ratna/ Sundram CCD
Product • Coffee • South Indian Food • Coffee
• South Indian Food • North Indian Food • Snacks
• Western Food • Chinese
Price Cheap and affordable Premium Priced Premium Priced
Place • Near colleges and offices • Malls/ Main Market of city • Malls/ Main Market of city
• Owned by Different • Company owned • Franchises
Societies
Promotion Word of mouth Print Media/ Out door media Outdoor media
People Traditional Style and middle Well dressed and Young staff with good
aged waiters Middle aged staff communication and
presentation
Process Old service style Traditional + Western Western style
Physical • Ethnic Ambience • Modern looks • Music
Evidence • Moderate cleanliness • Family Dining Hall • Western ambience
• Traditional south Indian • Take away
food served on banana leaves

6. Blueprint
Payment
CUSTOMER
Receive and check
ACTIONS
Order
food out
CONTACT EMPLOYEE ACTIONS
ONSTAGE
Waiter Deliver Request Bill
for bill provided
BACKSTAGE
Chef
SUPPORT PROCESSES
Required
Prepare
material
food
collected

7. GAP Analysis
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

8. 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

9. Gap3(not delivering to service standards)
• No proper training for employees
• Failure to match demand and supply during peak
hours

10. 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

11. Recommendations
Conscious 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

12. Analysis
Age Group
9% 10%
19%
24% 15-25
25-30
30-40
40-50
38% 50 and above

13. Since when are you visiting Indian
Coffee House?
Sales
11
37
19 1+
5+
10+
15+
33

14. From where you came to know about
Indian Coffee House?
Sales
8
20 Friends/ Family
Advert
Location
4 Others
68

15. What is your reason to visit ICH?
• Main reason is “Value for Money”
• “Hangout place” to meet old friends and
have long discussions.

16. Has there been any change since the
1st time you have visited ICH?
100
90
80
70
60
Series 1
50
Column2
40
Column1
30
20
10
0
Yes No

17. What should ICH change?
• One thing that the customer would like to
change in ICH is “Service”