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This document provides an executive summary and research brief for an ethnographic study conducted on Bello Mundo Cafe. The summary identifies that the goal of the research was to strengthen Bello Mundo's brand and enhance its atmosphere as a community gathering place. The research team conducted observations, interviews, and a questionnaire to understand what drives customers to choose Bello Mundo over competitors and what experience customers want from a cafe. The research revealed three consistent themes - Bello Mundo feels like a home away from home, believes in quality over quantity, and encourages unique connections over coffee. Based on these insights, the team developed recommendations including adding comfortable seating, rearranging the community space, implementing a "Pay it Forward" program,

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1 Final Report By: Maria Rosignuolo, Luana Durand, Casey Li, Jessi Biagioni, Daniel Shellworth, Kelsey Zerr, Justin Dhillon
2 Table of Contents Executive Summary…………………………………………………………………… page 3 Research Brief…………………………………………………………………………. page 4 Customer Insights……………………………………………………………………… page 6 Conclusion……………………………………………………………………………… page 11 Appendix A: Situation Analysis……………………………………………………… page 13 Appendix B: Ethnographic Themes…………………………………………………. page 16 Appendix C: Questionnaire Instrument……………………………………………. page 96 Appendix D: Presentation…………………………………………………………… page 101
3 Executive Summary Values are what shape a coffee shop. From the moment a person walks in, it is apparent whether the shop values coffee quality, atmosphere, or community. Jonathan and Jennifer have created Bello Mundo Cafe, a local specialty coffee shop that encapsulates all of these values by putting “community first, and coffee a close second.” Over the past couple of months, we have performed ethnographic research based on a $6000 budget with the goal of increasing Bello Mundo’s image of being a gathering place for the San Luis Obispo community. Our main goal is to integrate a marketing plan that helps strengthen and maintain Bello Mundo’s brand and enhance the atmosphere of the cafe. Before gathering data, we realized there were pieces of information, also called information gaps, that we were missing in order to achieve this goal. First, we needed to find out what drove consumers to choose Bello Mundo over competitors. There are many speciality coffee shops located in downtown San Luis Obispo that may attract customers. We needed to figure out what differentiates Bello Mundo from the competition. Next, we needed to understand what experience a coffee consumer wants from a cafe. San Luis Obispo is home to a blended community of students and families that have different preferences when looking for a cafe. It was also necessary to discover how we could make Bello Mundo feel more like home as well as what social media would most effectively market Bello Mundo to its target tribe. Through our research process, we collected data in three main ways: observations, in- depth interviews, and a questionnaire. Our team made observations at Bello Mundo and competitor locations such as Scout Coffee Co., Sally Loo’s, and Kreuzberg, where we integrated ourselves amongst the tribes of those coffee shops and took down notes on behaviors and interactions. Observations were also recorded in the homes of specialty coffee drinkers to help us understand the experience of drinking coffee at home. Two rounds of in-depth interviews with a variety of specialty coffee drinkers were conducted, furthering our understanding of the themes we created below. Through Qualtrics we created a survey and distributed it to over 60 Bello Mundo customers of all ages to gather quantitative data. After gathering as much data as possible, we found three consistent themes associated with Bello Mundo. Our ethnographic research revealed that many customers felt Bello Mundo is a home away from home: a place to unplug and unwind. The second theme revealed Bello Mundo believes in quality over quantity. Jonathan and his employees take pride in crafting the best cup of coffee with the best possible service in each and every order. Lastly, we found Bello Mundo encourages a unique connection over coffee. This allows customers to connect with one another or even with themselves. The conception of these themes allowed us to integrate ourselves into the Bello Mundo community and develop recommendations based on our findings.
4 Research Brief Jonathan, the owner of Bello Mundo Café, is a driven and compassionate individual who strives to emphasize his business approach of “community first, coffee a close second.” This motto transcends into all aspects of his coffee shop located in San Luis Obispo, CA. Through hard work and help from the community, Jonathan was able to upgrade from a small 350 square foot coffee shop to a spacious 2,800 square foot cafe. Jonathan has made Bello Mundo a community-centered and friendly environment, leaving areas in his café solely for “community, conversation, laughter, and flirting.” Wi-Fi access is available in a separate area for people who seek a quiet space to work, encouraging all walks of life to experience Jonathan’s vision of community. Jonathan’s marketing budget stands at $6,000 a year and will go towards promoting his café’s brand. Bello Mundo offers specialty coffee made from beans roasted in San Luis Obispo by Jonathan himself. Rather than purchasing pre-roasted beans, Bello Mundo spends up to three times more on raw coffee beans than its competitors to ensure a consistent and quality roast. As previously mentioned, Jonathan believes in putting “community first, and coffee a close second.” He values his customers and community above all else. Despite being a business owner, he pays himself minimally. Bello Mundo strives to deliver a quirky atmosphere that allows the community to unplug and experience la vie en rose (life through rose-colored glasses) while enjoying a cup of house- roasted coffee. Bello Mundo has been relying on word-of-mouth as a marketing tactic in order to avoid viral marketing as it may cause the community to feel deceived. Jonathan is hesitant to move in a marketing direction that may misconstrue his intentions. He fears that by using the traditional tactics of marketers, Bello Mundo will not convey a genuine message, possibly leading his customers to stray away from the cafe. Bello Mundo’s direct competitors are local cafes that offer specialty coffee and pastries/food. These include Sally Loo’s Wholesome Café, Kreuzberg, and Scout Coffee Company. Sally Loo’s atmosphere makes the customer feel like home, with the incorporation of plants, a mix match of handmade furniture and large windows looking out. Sally Loo’s also builds community by offering wholesome food paired with high quality coffee. Kreuzberg, like Sally Loo’s, is much more like a restaurant while Scout Coffee Company and Bello Mundo are
5 strictly cafes. Kreuzberg has a bustling atmosphere with their interior filled with large art displays and a mix-match of different pieces of furniture, a magnet for attracting college students seeking a place to study. They too offer a very high grade of specialty coffee. Scouts, like Bello Mundo, roasts its own beans at its local sister company, HoneyCo Coffee Roasters. Their interior is the closest match to Bello Mundo’s as it is spacious and projects a more “artsy and hip” vibe. All of these cafes attract similar tribes as they all fulfill similar needs in the consumer’s life. Bello Mundo’s largest indirect competitor is Sweetie Cup. This tea establishment has attracted the attention of consumers who crave an alternative to coffee. Tea acts as an indirect competitor to Bello Mundo when consumers become more inclined to purchase a specialized cup of tea from a natural tea house as opposed to a coffee shop. The caffeinated drink market is saturated with coffee and tea shops spread across small towns like San Luis Obispo, which causes consumers to make a choice between stores based on personal preference. Both options attract a similar tribe. Many coffee enthusiasts can be found in a tea shop just as often as tea lovers who visit coffee shops. b) Research Purpose Our goal is to strengthen Bello Mundo’s brand and enhance the atmosphere. We want to integrate a marketing plan that allows the brand to remain genuine. Information Gaps IG1: What drives consumers to choose Bello Mundo over competitors? ● Learn what types of demographics frequent Bello Mundo ● Understand how people interact with each other in a cafe ● Understand the experience at competitor locations IG2: What experience does a coffee consumer want from a cafe? ● Understanding customer values ● Understanding the customer’s daily routine IG3: How do we make Bello Mundo feel like home? ● Understanding customer values ● Understanding the customer’s daily routine IG4: What social media outlets would most effectively market Bello Mundo to its target tribe? ● Understanding the customer’s daily routine ● Understanding customer values c) Methodology Our marketing team collected ethnographic data in an effort to understand what motivates customers to consume speciality coffee. Ethnography allows marketers to become one with the community they are observing. It launches us into the lives of others to understand their experiences surrounding the product, service, or brand we wish to market. In our case, ethnography revealed the lives of those who consume specialty coffee at Bello Mundo Cafe.
6 After collecting each round of observations, we quickly analyzed the data collected while it was still fresh in our minds. One of our research objectives was to understand the customer experience in Bello Mundo, at home, and at competing cafes in San Luis Obispo. When simply observing our surroundings, behaviors were revealed that the observed may not be aware of. We saw how customers interacted with their surroundings and with each other. This led to revelations about seating and food placement. When conducting observations at home, we saw coffee drinkers struggle to reproduce quality and taste of coffee at home through lack of knowledge and proper equipment. Understanding the experience at these three locations enabled us to formulate interview questions to ask coffee lovers in the San Luis Obispo community. These interviews centered around diving deeper into customer motivations and trying to find answers to our group’s core information gaps. All of this data was then analyzed by the group, where we determined where we still had gaps in our understanding. The second round of in depth interviews were conducted about Bello Mundo which focused on gathering insights to support our remaining information gaps. The questionnaire shown in Appendix C helped us understand the experience customers desire from a cafe and worked to answer our information gap of what social media would effectively market Bello Mundo to its target tribe. After finishing seven different observations, two rounds of in-depth interviews, and a questionnaire distributed to over 60 Bello Mundo customers we abstracted three recurring themes. Through the themes and analysis we developed six recommendations to present to our client Bello Mundo. d) Customer Insights and Recommendations Comfortable Seating In many homes, a couch is where you can unwind after a long day. They are placed in communal areas where friends and families can come together and forget about their responsibilities and obligations. In order to bring the customer’s home to Bello Mundo, we recommend that Bello Mundo incorporate a rustic leather couch that is easy to clean into the community area. Couches in coffee shops allow for the same connections made at home to form over a cup of coffee. It will provide a comfortable area, both physically and mentally, for building relationships. One interviewee expressed that she “think[s] couches would be a great idea” as they “are super comfy” (Second round interview - Kelsey - paragraph 28).” Those in search of a moment of peace can feel at rest while sinking into a leather recliner with a warm coffee by their side. Another interviewee believes that Bello Mundo is already like a “second
7 home” and has a “home atmosphere” (Second round interview - Maria - paragraph 6). With the addition of the couch, “home” will be brought into the heart of the community space. Rearranging Community Area Bello Mundo is home to a community where all walks of life are welcome. Located in a college town, Bello Mundo faces the challenge of ensuring available seating for students who want to study as well as for customers who merely want to sit down and enjoy a cup of coffee or socialize with friends. Although Bello Mundo makes an effort to welcome every person that comes through its doors, it can be off-putting to enter a café that is said to be community based and conversational, yet all that is in sight are students working on their laptops in silence. Fortunately, Jonathan has provided signs designating seating areas for laptop and community use, but there are problems that have surfaced with this model. Inside Bello Mundo, there are two separate elected laptop areas, which have caused some confusion and altercations for multiple customers. Some customers disregard the signs and others fail to even see the signs, thus, putting baristas in an awkward situation when they are forced to tell those customers to move. This ultimately makes for an uncomfortable environment and results in a place customers would not want to call a ‘home away from home.” In one of our observations, there was a customer who sat down at a table designated for community discussion and began using his laptop. In just a matter of minutes, a barista from behind the counter sternly asked the customer to move to a different table. Although the barista was polite when asking the customer to move, it was easy to see that the customer felt offended by this situation through the scowl shown on his face. Shortly after this occurrence, the customer left Bello Mundo. After analyzing the results from our questionnaire, we found that over 65% of customers felt that available seating is an important aspect in enjoying their cafe experience. Therefore, we recommend rearranging the community table in the front of the cafe, and moving it to the back where there is a designated community space, thus removing any confusion customers may have. We also suggesting adding more small tables primarily for laptop use in place of the community table. After making these simple floor changes, Bello Mundo will become a more relaxed and functional space that caters to all customers, whether it be a hard working student or someone
8 who simply wants to catch up with some friends. Most importantly, Bello Mundo would become a place that many could call home. Pay it Forward Program Considering Jonathan’s emphasis on “community first and coffee a close second,” we created a concept that encompasses his philosophy. The “Pay it Forward Program” takes the idea of a small gesture and turns it into a great act of kindness. It allows people to easily get involved in giving back to the community. One regular expresses “ … this is a community-based environment and coffee is what brings it together” (Second round interview - Maria - paragraph 14). When going to coffee shops, bonding with the person you arrive with is far easier than connecting with the surrounding strangers. The program lets customers write a personalized message to the next person in line and can pay 3 or more dollars towards their order. The message on the card can be anything the customer believes will make that next customer happy. If customers want to pay it forward privately, they can pin their message on a community corkboard. Customers will be able to personally assign who their Pay it Forward card will be for. They can write cards for anyone that may enter the cafe. Cards can be for their friend who regularly visits Bello Mundo, someone who had a bad day, someone who forgot their wallet, or someone who broke their leg. This is a great way build a connection over coffee. Our questionnaire revealed that 81% of the respondents agreed that “coffee brings the community together”. The “Pay it Forward Program” makes customers feel good about making someone’s day that much better. After paying it forward 10 times, the Bello Mundo staff can surprise the generous customer with a food item to thank them for giving back to the community. This chain of love and giving will only further strengthen community within the Bello Mundo family. The customer will also receive a community member spotlight on Bello Mundo’s social media.
9 Wider Variety of Food Coffee and food go hand-in-hand to bring the café experience full circle. As we conducted our two round of interviews, the results indicated that many coffee drinkers, depending on the time of day, enjoyed eating something with their coffee. This finding enabled us to take the research further with our questionnaire that had specific questions on food options. After analyzing our results, customers on average rated Bello Mundos current food selection 4 out of 7, with 1 meaning very dissatisfied and 7 meaning very satisfied. Therefore, there is still room for improvement. We recommend adding a larger variety of food other than the current selection of scones, muffins, quiches, and coffee cakes. Some food options that would be great additions for breakfast are fruit cups, parfaits, cinnamon rolls, bagels, and oatmeal. An interviewee said that “...if Bello Mundo served healthier food in general, that would be awesome!” (Second round interview - Jessi - paragraph 20). Within our questionnaire, the breakfast foods had an average of a 5/7, with 1 meaning very unlikely and 7 meaning very likely to order, therefore, we decided to add those choices specifically. Bello Mundo could also add desserts such as brownies, pies, and fruit tarts. According to our qualtrics survey results, 71% of respondents were likely to order desserts if they were added. We deduced from our observations that food brings people together, creating a greater sense of community. Since Bello Mundo strives to create a “community first and coffee a close second,” this will allow customers to feel more welcomed and integrated into the café experience that Jonathan is trying to achieve. Having too many options would cause customers to think of Bello Mundo as a restaurant and could lead to unrealistic expectations of the quality of the food. As one interviewee said that “if the food was well priced and comparable to restaurant quality then definitely it would add to the cafe” (Second round interview - Luana - paragraph 12). Adding customer insights will allow customers to feel welcomed and integrated into the Bello Mundo family because Jonathan and customers value a quality experience. Social Media Spotlights Although Bello Mundo has a sizeable following on their social media outlets, we believe that they can take greater advantage of what social media has to offer. Our qualitative data reveals that out of the 60 survey respondents, 82% use Instagram and 76% respondents use Facebook the most frequently. Based off of this data, we suggest utilizing both media outlets to conduct a social media initiative. This initiative will focus on three main aspects: a spotlight on a
10 customer that takes part in the Pay it Forward Program, a monthly customer appreciation post, and a bi-monthly fun fact post highlighting a coffee bean or tea that Bello Mundo serves. As part of the Pay it Forward Program, an Instagram and Facebook post will be made for every customer that continuously pays it forward. The frequency of this post will be subjective to Bello Mundo, but would be most effective if done according to the frequency of someone paying it forward. Bello Mundo’s employees are known for their excellent customer service, as one frequent customer Nick Russo states, “I love the atmosphere and their service” (First round interview - Justin - paragraph 3). It will therefore be crucial to rely on the employees to keep track of customers who frequently take part in the Pay it Forward Program. Bello Mundo can also keep track of customers who post about their pay it forward experiences through the use of recurring hashtags such as #connectingovercoffee or #payitforwardwithlove. Using these hashtags can also allow Bello Mundo to extract pictures of their choosing for future posts as well. The customer appreciation post can revolve around a variety of things. Ranging from a short bio of the featured loyal customer to a brief interview of what makes that person a Bello Mundo enthusiast, sharing a personal story to Bello Mundo’s social media pages will be a great way of thanking the community that supports them. Additionally, introducing customers on Facebook and Instagram can help break down the awkward barrier of finding something to say to a stranger if a face looks familiar. It will spark conversation if a follower recognizes that person in the café and can help create a greater community within Bello Mundo.
11 Finally, the informative post of a coffee bean or tea served at Bello Mundo can help engage the community online. Linking posts to articles or videos like relevant TED talks about that coffee bean/tea origin or just writing a small snippet about a product can draw in followers. Posts like this one will better connect customers with the coffee beverage they think so highly of. Mentioning unique offerings at Bello Mundo on social media, such as house-made almond milk, can surprise customers like Emily, who stated in Jessi’s second interview that she “...just found out that they make their own almond milk which [she thinks] is so cool” (Second Interview - Jessi - paragraph 11). These posts can also act as a way of connecting Bello Mundo’s tribe to different tribes from around the world. The use of all of the social media spotlights will be used to help foster a greater sense of community and connection of coffee, even when outside of the cafe. More Latte Art Designs We found that customers value coffee because of its “therapeutic” properties and ability to “make [one’s] heart so happy” as one of our interviewees described (First round interview - Jessi - paragraph 4). To enhance this relaxing and therapeutic escape, we suggest that Bello Mundo incorporate more latte designs. By offering customized foam art to customers, Bello Mundo can deliver a more personalized experience, making customers feel like they are in a “second home.” We found that customer service was highly valued by consumers such as Jim, a Bello Mundo regular. Jim expressed how he is extremely appreciative of the tailored customer service Bello Mundo provides. The baristas reverse Jim’s latte designs because he is left-handed. Doing something as small as altering a design makes customers feel special and important. One interviewee expressed that she loves when her coffee comes with “cute little designs” and explains that she takes pictures of these designs and posts them on Snapchat and Instagram (First interview - Kelsey - paragraph 56). When new customers see these customized designs on social media, they will be more inclined to visit Bello Mundo. Conclusion Our marketing strategy’s focus has consistently revolved around maintaining the integrity of Jonathan’s vision. Through our ethnographic research, the consistent theme of seeing Bello Mundo as a “home away from home” has become one of the defining points for why customers continue to return, versus going to a competitor’s cafe. The personal experience that a customer receives from the employees fulfills their need of feeling welcome in a cafe. As a result, adding a leather couch will add a more visual and tangible aspect to the homey environment that already exists. Additional research has revealed that Bello Mundo’s attempts to make its cafe feel more
12 like home do not go unnoticed. Customers are routinely impressed by the knowledge of coffee that employees possess, reassuring customers that they are consistently being served the best cup of quality coffee. To expand on this emphasis of excellent products, a wider variety of food should be offered to compliment the coffee and the tea that already exist since these insights are a way for utilizing customer input. As a hub for fostering community, our findings show that Bello Mundo offers the most important thing to consumers: a connection over coffee. By implementing the “Pay it Forward Program” and utilizing social media outlets as a way of connecting the community both inside and outside of the cafe, Bello Mundo will continue to put “community first, and coffee a close second.”
13 Appendix A Research Plan Step 1 Client Analysis Jonathan, the owner of Bello Mundo Café, is a driven and compassionate individual who strives to emphasize his business approach of “community first, coffee a close second.” This motto transcends into all aspects of his coffee shop located in San Luis Obispo, CA. Through hard work and help from the community, Jonathan was able to upgrade from a small 350 square foot coffee shop to a spacious 2,800 square foot cafe. He would like to combine both the sense of community with high quality baked goods and specialty coffee both in his café and in the wholesale market. Jonathan has made Bello Mundo a very community-centered and friendly environment, leaving areas in his café solely for conversation. Wi-Fi access is available in a separate area for people who seek a quiet space to work, encouraging all walks of life to experience Jonathan’s vision of “community.” Jonathan’s marketing budget stands at $6,000 a year and will go towards promoting his café’s brand and increasing sales and production in his new wholesale business. Due to the fact that “wholesalers often have long-standing relationships with retailers in many markets, selling to wholesalers might help [one] get products in stores [they] couldn't have landed on [their] own” (Mack). Jonathan’s decision to expand into the wholesale business while keeping the Bello Mundo name will be highly influenced by the community as well as the supporters of the already existing café. Many current Bello Mundo customers may have already acquired an attachment to the name; therefore, “changing brand identities is risky business [and] has the potential to reduce brand recognition because it could cause customer dissatisfaction” (VanAuken). Bello Mundo offers specialty coffee made from beans roasted in San Luis Obispo. Rather than purchasing pre-roasted beans, Bello Mundo spends up to three times more on raw coffee beans than its competitors to produce its roasted beans in-house. Due to the quality of production, its coffee is priced at a premium with coffee prices averaging three times more than Starbucks. This is because Bello Mundo believes that quality coffee should be its standard. According to the Specialty Coffee Association of America, specialty coffee continues to rise in cups bought in the US (from 37% in 2010 to 51% in 2014). Therefore, it will be crucial for Bello Mundo to have a wholesale brand in order to take advantage of the rising coffee trend. As previously mentioned, Jonathan believes “community first, coffee a close second.” He values his customers and community above all else. Despite being a business owner, he pays himself minimally. Bello Mundo strives to deliver a quirky atmosphere that allows the community to unplug and experience la vie en rose (life through rose-colored glasses) while enjoying a cup of house- roasted coffee. Jonathan’s passion for building a community is also shown through “showcasing local artists’ work without taking any commission.” Bello Mundo has been marketing through word-of- mouth in order to avoid viral marketing as it may cause the community to feel deceived. The article “Disadvantages of Viral Marketing” by Jodee Redmond argues that “there will be some recipients who feel that viral marketing is a sleazy practice. They may even choose not to do business with companies that use it, and that defeats the purpose of viral marketing in the first place.” He is hesitant to move in a marketing direction that may misconstrue his intentions. Jonathan fears promoting Bello
14 Mundo by jumping on the bandwagon will not convey a genuine message, possibly leading his customers to stray from Bello Mundo. Customer Analysis Entering the coffee business is more than just selling a product, it is a culture that is driven by individuality. While many coffee shops target similar customers, each unique shop identifies their specific “tribe” or target market. This target market segments into different groups based on shared interests, qualities, and lifestyle. Jonathan has created Bello Mundo with the intent of having a consumer interest based on specialty coffee and community values. With this approach, it is no surprise that Bello Mundo’s tribe consists of coffee enthusiasts, college students, and adults who desire to escape from the hustle and bustle of everyday life. With their focus set on community, Bello Mundo has created an atmosphere that promotes “sit-down conversations” rather than the fast-paced experience that “on-the-go” business people seek. Consumers that tend to identify with Bello Mundo’s “tribes” range from 35-54 year olds, a population that consists of 42% of adults who drink specialty coffee (Holmes). While 18-39 year olds are almost 46% more likely to consume coffee outside their home when compared to older consumers (“Coffee Consumption Trends”). This age range suggests that Bello Mundo’s target market would identify with products and brands that pay more attention to decisions associated with “corporate storytelling, social responsibility initiatives, and product sourcing” (Parkinson). In addition, Bello Mundo’s “tribe” values and appreciates the connections they make as well as the experiences they have. Millennials especially may partake in using social media as a way to connect and express themselves with others. Either by uploading photos or sharing their experience in order to capture a perfect moment with friends or family (“How to engage”). In order to have a deeper understanding of how Bello Mundo’s “tribes” go about their coffee experience, ethnographic data must be collected. This can be done by observing customers at other coffee shops that attract the same “tribes” as Bello Mundo. Scout Coffee, for instance, could offer similar customers who are also drawn to specialty coffee, relaxed settings, and “artsy” atmospheres. Additionally, Bello Mundo’s “tribes” can be found in settings such as Whole Foods, where customers seek out specialty products at a place that “support[s] the health, well-being, and healing of both people — customers, Team Members, and business organizations in general — and the planet” (“Our Values and Our Mission”). As a result, customers that frequently visit other coffee shops and community-centered locations will provide an additional insight to the thoughts and lifestyles of the target consumer. Competitor Analysis Bello Mundo’s direct competitors consist of coffee businesses that offer its specialty coffees in cafés and/or for wholesale. One of Bello Mundo’s biggest local café competitors is Sally Loo’s Wholesome Café. Sally Loo’s, unlike Bello Mundo, sells Four Barrel Coffee, a specialty coffee brand that is not brewed in-house. However, much like Bello Mundo, Sally Loo’s has also set out to create a place of community gathering (“Home”). Sally Loo’s offers homemade baked goods and locally sourced organic food options in a setting with a homey, hipster, and open vibe. Other local café competitors that serve high quality specialty coffee include Kreuzberg and Scout Coffee Company.
15 Bello Mundo’s main wholesale competitors, Intelligentsia, Stumptown, Blue Bottle, and Counter Culture, also have cafés which serve their respective brands in addition to being a part of the wholesale market. While Bello Mundo has only a few wholesale accounts, its competitors have thousands. Intelligentsia leads the specialty coffee world with accounts in all 50 states, Canada, China, and the Cayman Islands. Intelligentsia values quality above everything else. It accomplishes this through a direct trade model that finds the best locations for coffee farms that also pay farmers higher wages. Unlike Bello Mundo, Intelligentsia also offers subscription programs that customers can sign up online to receive their favorite blends at their doorsteps. Its coffee bars have the same open, urban feel as Bello Mundo, but none are located close enough to affect Bello Mundo Cafe. It is important for Bello Mundo to understand its direct competitors so that it can set itself apart. Bello Mundo’s largest indirect competitors are Starbucks and Keurig. According to Statistics and Facts on the Coffeehouse Industry, Starbucks claims a 32.8% share of the U.S. coffee market, which is almost as big as the 37% stake the entire speciality coffee market has in the broader U.S. coffee market (“Specialty Coffee”). Starbucks differs from Bello Mundo in two main aspects: it serves lower quality coffee and provides its customers with an individualistic experience. It values convenience and timeliness in addition to creating a tech savvy environment with features like free wifi. On the other hand, the National Coffee Association reports that “three of every four cups of coffee consumed in the United States are made at home.” Keurig has made coffee-making easier and faster at home with its Keurig Hot Brewers and K-Cups. K-cups come in a wide variety of hot beverages including hot chocolate, tea, and coffee, fulfilling the need to have a little lift in the consumer’s day. It is important for Bello Mundo to recognize its indirect competition so it can increase its personal market share by catering its marketing strategies towards coffee consumers it has not yet reached. This will enable Bello Mundo to fill the gaps that it has not currently fulfilled.
16 Focus / purpose of this research project: ● Integrating a marketing plan that allows Bello Mundo to remain genuine. ● To strengthen the Bello Mundo brand and enhance the atmosphere of the Bello Mundo cafe Information gaps: ● What experience does a coffee consumer want from a café? ● What kind of experience does a coffee drinker at home have and how do we bring the Bello Mundo experience to their kitchen? ● What drives consumers to choose Bello Mundo over competitors? ● What social media/outlets would most effectively market Bello Mundo to it's target tribe? Research objectives for observation: ● Observe demographics. ● Examine how people interact with each other at coffee shop. ● Observe the Bello Mundo tribe in other environments they frequent. ● Observe competitors and clientele at competitor locations. (what information gaps are addressed by these ROs?) ● What drives consumers to choose Bello Mundo over competitors? ● What experience does a coffee consumer want from a café? Research objectives for depth interviews: ● Understanding customer values ● Understanding the customer’s daily routine (what information gaps are addressed by these ROs?) ● What drives consumers to choose Bello Mundo over competitors? ● What experience does a coffee consumer want from a café? ● What kind of experience does a coffee drinker at home have and how do we bring the Bello Mundo experience to their kitchen? ● Appendix B: Themes B.1 Theme 1 - Home Sweet Home: Drinking coffee is more than just a part of a daily routine: it is a reminder of home. As a result, this feeling of nostalgia often hits a customer as they enter through Bello Mundo’s doors. For one coffee lover, having a cup of coffee means reliving and dwelling in the comfort of her past. Since “...[her] mom always drank coffee,” for her, “it [reminded her] of home.” Bob Hetzel, a regular Bello Mundo customer, also believes that Bello Mundo “[is] kind of like [his] second home.” Frequent customers of Bello Mundo find that this comfortable and familiar atmosphere, also found in their own homes, is prevalent in the cafe. Many interviewees have tried other specialty coffee shops in San Luis Obispo and yet no
17 other business seems to compare to the ambiance Jonathan creates. As stated by Euripides “it's got that community atmosphere... and it makes it just kinda like a home atmosphere,” which ultimately prevents customers from straying from Bello Mundo. Many attribute this inclusive atmosphere to the community environment that is fostered by Jonathan, beginning with how his employees treat the customers. One customer describes how “they feel warm and [welcomed]” when the baristas know them by name and cater suggestions to them on a more personal level. Similarly, another loyal customer recalls an experience where her “coffee [was] already ready [when she walked] in the door.” Remembering a person’s name and drink indicates a certain level of intimacy that is found among friends. Once established, relationships between the employees and customers push the employees to care for even the finest detail. A classmate’s interview with a Bello Mundo regular notes this attention to detail through the consistent presentation of his latte. Since the customer is left-handed, the baristas take the time to flip his latte foam art so that the design will be facing him when enjoying his drink. Like a mother who lovingly cuts her child’s sandwich into triangles, Bello Mundo’s attitude towards its customers conveys the same love and passion. The makeup of the sandwich does not change, but the thought put into what would make a child’s lunch experience better, or in this case, a customer’s café experience, marks the difference between good and exceptional customer service. This small, but significant gesture translates to customers that Bello Mundo is dedicated to making them feel that they are receiving a tailored experience. As a result, Bello Mundo’s environment becomes a place that creates a sense of belonging, parallelling the cozy experience of being at home. These experiences offer insight on what the customer values and answers our third information gap of how to make Bello Mundo feel more like home.
18 B.1.1 ● “Sometimes I make coffee at home when my kids come home that I don't have enough time to go out and they do not want to leave the house I will make coffee at home and I'll buy beans from here so that I can make them in a French press at home but other than that I always like to get out of the house and come to this place, it’s kind of like my second home.” (Second round interview - Danny - paragraph 43). ● “I guess I just grew up with it, like my mom always drank coffee, so I would reminisce the smell. It reminds me of home.” (First round interview - Casey - paragraph 222). ● “Yes, I bring my own cup, (laughs). And sometimes if some friends come in before and, uhm, they say “Euripides is coming” it’s like “Ok, my coffee’s already ready, you just walk in the door and it’s just really nice!” I just like that attitude towards the customer.” (Second round interview - Maria - paragraph 12). ● “The baristas being friendly, they know me by name and I like when they give me suggestions. I think it all just centers around the baristas being nice, makes me feel warm and welcome.” (Second round interview - Justin - paragraph 4). B.2 Theme 2 - Connecting Over Coffee - A Therapeutic Approach Throughout our ethnographic research, we have found that people bond over their shared love of coffee. We have discovered that “Connecting over Coffee” is a theme that transcends
19 how the community comes together to build on relationships over coffee and to strengthen the connection between one another. Euripides believes “ … [Bello Mundo] is a community- based environment and coffee is what brings it together.” Ultimately, a coffee shop provides a place to take a break from responsibilities. One of our interviewees expressed that they “catch up and talk about [each others’] lives.” Coffee not only enhances socializing, it also extracts a greater emotional feeling due to coffee being “therapeutic… [it makes one’s] heart so happy.” For many, coffee emulates a strong emotional feeling that customers continually seek. It acts as a soothing reminder to relish in the simple pleasures of life. Therefore, Bello Mundo customers tend to consume coffee more often in search of the positive emotion that coffee elicits. Coffee becomes a driving force that allows customers to feel happiness. Bello Mundo makes it possible to connect over coffee by providing sections of the cafe to disconnect from technology. This split among community and technology ultimately has “fostered good relationships” between customers that want to escape the hustle and bustle of everyday life. Consumers want this bonding experience to be readily accessible during their visits. A valuable customer said that “if anyone is at Bello Mundo [he] hangs out with them to grab a cup of coffee to shoot the shit.” This emphasizes that coffee shops, specifically Bello Mundo, are a place for people to pass time and discuss anything that is on their mind. This overarching theme of connecting over coffee addresses the information gap involving why consumers choose Bello Mundo over competitors. Bello Mundo provides a location for customers to unwind and connect with each other. Our findings also address the information gap regarding the atmosphere customers prefer in a cafe. Customers value a distraction free environment that allows them to focus on themselves and/or the person they are with. B.2.1 ● “[Coffee] soothes me and I feel like the process of drinking coffee is therapeutic and I don’t know, it just makes my hearts so happy.” (First round interview - Jessi - paragraph 4). ● “Like I said before I just live up the street so I just come down and if anybody is here I hang out with them and grab a cup of coffee to shoot the shit.” (Second round interview - Danny - paragraph 25). ● “ … this is a community-based environment and coffee is what brings it together.” (Second round interview -Maria - paragraph 14 ). ● “It has fostered good relationships. Like when I go meet up with people in coffee shops I always find it really comforting. It’s like a comfortable environment to be in.” (First round interview - Casey - paragraph 218). ● “I would probably sit in the back so we could talk and get some coffee and catch up. I think it’s a place I could bring a friend to just catch up and kind of talk about our lives.” (Second round interview - Luana - paragraph 7).
20 B.3 Theme 3 - Quality Over Quantity Unlike the focus of coffee shops who aim to produce coffee to customers as quickly as possible, Bello Mundo believes in crafting the best cup of coffee with each order. This expectation of quality coffee begins with those behind the coffee bar counter. To ensure each cup tastes as good as the last, Bob explains that, “[Jonathan] trains the workers so that they are almost as knowledgeable as he is or as close as possible…they can tell you anything you want to know about a coffee.” The bank of information that Bello Mundo employees possess convey to customers a palpable passion for the work that they do. Through this expertise, customers are assured that those who are handling their coffee are the best of the best. Bob reaffirms that the knowledgeable staff is the reason for “the best [cup] of coffee that [he has] ever had.” Besides offering expertise that cannot be found off the package of store-bought coffee beans, Bello Mundo’s coffee surpasses what the cookie-cutter coffee shop typically offers. Unique attributes, such as “[making] their own almond milk” are aspects that set Bello Mundo aside from their competitors. “It is the coffee itself” that brings customers coming back. Simply put, Bello Mundo’s regard for quality coffee is what makes visitors believe that they are the best of San Luis Obispo. Coffee culture has become one of instant gratification where the café’s main concern is to quickly deliver coffee to the customer. When the process is rushed, the consistency of coffee suffers and so does the rapport between the customer and barista. Emphasizing the art of creating an excellent cup of coffee to Bello Mundo’s employees allows customers to realize that every “Cup of Joe” served at Bello Mundo is better than just the average. This shows us why customers choose Bello Mundo over competitors and what kind of experience they seek. B.3.1 ● “He trains the workers so that they are almost as knowledgeable as he is or as close as possible.” (Second round interview - Danny - paragraph 37). ● “Yes definitely, I think this is one of the best cups of coffee that I've ever had for sure and the best in the area as well as the atmosphere but the passion that Jonathan and his workers have for the coffee and tea is outstanding, you can walk up to the counter and ask for the recommendation and they can tell you anything you want to know about a coffee, how it’s made, and give you description. You can tell that they are really passionate about the coffee and that's what I like.” (Second round interview - Danny - paragraph 35). ● “Their coffee. They make a very good latte. I think they make really good drinks and that is probably my favorite part [of Bello Mundo]. It is the coffee itself.” (Second Round Interview- Kelsey- Paragraph 3). ● “The coffee is great too; my favorite drink to get is their almond latte. I also just found out that they make their own almond milk which I think is so cool. And the baristas are always friendly.” (Second Round Interview-Jessi- Paragraph 6).
21 Observations Round 1 Luana Durand Observation round 1: At home field notes of my roommates drinking their coffee: Thursday February 5th 7:15 am at Stafford Gardens Apartment with Mairead Blaes and Allison Quantz: 1) So I come downstairs to eat my oatmeal breakfast and make my usual cup of coffee out of my Black and Decker coffee pot because I value taste over convenience of home brewed coffee and I see now that Allison is coming down the stairs but since I’m in the kitchen she goes and sits at the kitchen table and plays on her phone. Once I’m done she is now ready to do her daily routine of breakfast and coffee after I’m finished since she just came back from showering after the gym. 2) Slightly annoyed that I was in her way since she has 8:10am class and I only have class at 10:10. I think Allison is used to getting her routine in with no one in her way because she is usually the first one to wake up. And until she gets her morning coffee she is irritable and cranky so she was annoyed due to her lack of coffee. I would also say she is addicted because she brews a huge cup of coffee every single morning. And I have noticed that she is impatient and wants her bubble of space to not be affected while she makes breakfast. 3) Allison walks over from the coach into the kitchen to our pantry and grabs her Peet’s ground coffee and then spoons it carefully into the filter basket that is sitting inside the filter holder of the “keurig my k-cup replacement coffee filter” for ground coffee and tea instead of using the K-cups and twists the basket lid on. She then opens the top of the Keurig Elite K45 machine and inserts the “keurig my k-cup replacement coffee filter” into the hole and presses the handle down to lock in the insert into place. 4) That way it’s much cheaper and faster to make coffee in a keurig as opposed to buying K-cups each time. And the convenience of buying ground coffee also saves time because then all Allison has to do is spoon the ground coffee into the filter basket. Also, she values her peace and quiet and her me time and therefore would rather make a less desirable tasting coffee at the convenience of our own apartment. 5) She then turns on the keurig and lifts the side panel on the left and pours in water and waits for the keurig to heat up the water. As it heats up she mixes in water into her bowl of dry oats and microwaves her oatmeal and then when the keurig displays “ready to brew” she places her tall cat cup under the hole and presses the far right button for the most coffee brewed to come out. As the water drips through the ground coffee in the funnel and spews and makes gurgling noises as it drips the last drops of water in her cup, Allison goes to the refrigerator and grabs her milk and half-and-half. She then goes to the pantry and grabs her plastic sugar pourer filled with stevia 0 calorie sweetener.
22 6) She sometimes uses hazelnut creamer as well but it just depends on what she feels like, since she didn’t use it today. And today she was not in the best mood since she hadn’t gotten her coffee yet so she just did her stevia sweetener instead. 7) Now that the coffee is ready she flips open the top handle and takes out the “keurig my k-cup replacement coffee filter” and opens the basket lid and bangs the filter basket against the inside of the trash can to get the coffee out. She then takes out the filter basket from the filter holder to clean all three parts with soap and water. Now that her coffee is done after a few minute process she sprinkles in some cinnamon from the cabinet and pours the stevia onto her spoon three times and pours it into her coffee each time and stirs the cinnamon and stevia into her coffee. She then pours in a drop of about 5 seconds worth of 2% milk from the carton and a little bit longer pour of half and half and stirs it all in. She sips her coffee for sweetness and heat and determines that it’s to her liking. She then puts all the other ingredients back into their places and takes her oatmeal and coffee to the couch. There she opens her computer and turns on Netflix and plugs in her earphones and puts one side into her right ear. She takes a couple bites of her oatmeal and hen sips her coffee while being glued to her computer screen. About 10 minutes go by and she finishes her oatmeal she sips her coffee some more and watches a show on Netflix. 8) Since Allison values her time before her day of classes begins her way of relaxing is eat breakfast slowly and sip her coffee enjoying it the fullest while watching her Netflix TV shows. I think she likes to start her day in a relaxed state of mind and watching her TV is her break from doing school or “responsibilities”. 9) After Mairead has woken up and showered it’s about 7:30am and she comes downstairs and goes straight into the kitchen to grab her ground Starbucks Italian roast coffee out of the refrigerator and her vanilla creamer. She take the “keurig my k-cup replacement coffee filter” out of the dish drying rack and spoons her coffee carefully into the filter basket that’s sitting int the filter holder and then screws on the basket lid. 10) It’s a lucky day because Mairead only drinks coffee rarely if she really needs an extra way to wake up after a very late night studying and today she does in fact have a midterm because she told me last night it was at 9:10am, which is why I decided to observe today because I had a feeling she would be needing some pick me up of coffee. 11) Mairead then walks over to the keurig machine and also repeats a similar process to Allison. She opens the top handle and inserts the “keurig my k-cup replacement coffee filter” into the hole and closes the handle down. She presses the button in the middle to turn on the keurig machine to heat the water. As it heats up the water she opens the cabinet and grabs her mug and then goes in the pantry to grab her instant coffee packets. The coffee now displays “ready to brew” and she places her coffee onto the half dome base and presses the farthest button to make more coffee also. As the keurig gurgles and spews out the water through the filter of ground coffee she goes back to the kitchen and pours oatmeal water into a bowl and microwaves it also. Once the coffee is done Mairead opens the top of the Keurig and takes out the “keurig my
23 k-cup replacement coffee filter” and screws off the basket lid and hits the filter holder against the inside of the trash can as well getting out the majority of the coffee and places the “keurig my k- cup replacement coffee filter” in the sink. She then gets her coffee from under the keurig and places 2 packets of instant coffee into her coffee and stirs it. She then pours sugar from the cupboard out of the rectangular carton and stirs her coffee. She then pours in creamer filling the cup to almost the top of the mug. 12) She likes her coffee especially sweet and even sweeter than Allison; which I didn’t think was possible. I think Mairead has a less rigid routine in the morning depending mostly on how much sleep she gets since she’s an electrical engineer and has a very tough course load. Therefore, she also rather do what is quick and easy as opposed to taste normally, which I see through he microwave dinners. 13) Mairead then grabs her oatmeal and coffee and takes it the couch where she opens her book and studies more for her midterm. At this point it is about 7:35 and Allison pulls out her headphones from her computer and closes her computer and then asks Mairead how she feels about her midterm and they have a discussion about her class and their plans for the day. I also ask how that class is and Mairead describes to me it’s her hardest EE class and that she feels okay. Now it is 7:40 and Allison takes her computer and sets it on the kitchen table and washes her dishes and runs upstairs to brush her teeth and then grabs her backpack and says “have a good day and good luck on your midterm Mairead” and heads out the door at 7:45am. Mairead has eaten her oatmeal and drank her coffee by about 8am at this point. She then walks over to the kitchen and washes her dishes and decides to study for her midterm until about 9:30am and then brushes her teeth and leaves at 9:40am and I wish her a good day and good luck. 14) Since Allison values her time she multi tasks often especially this morning when she was eating oatmeal, watching her show, drinking coffee and having a conversation with both Mairead and I. I think the overall take-away from my observations of them are that they value their time, and want to do whatever is fastest and convenient to them but at their own pace and in a relaxed and quiet environment of their home. Therefore, I don’t see them going to a coffee shop because the coffee shop is much louder, slower process and not as peaceful with people around. Justin Observation Round 1 Notes: February 6, 2016 1. Today is the second time I have been in Bello Mundo. The first time I went was mainly just for my own benefit in order to become familiar with our client. Now today I came more so to observe the natural setting and see what I can find. 2. The first thing I noticed since entering Bello Mundo today at approximately 3pm was the line to order. This line consisted of mainly students of both genders and adults aged approximately
24 30-65. None of the people that came to Bello Mundo had the intention of leaving as every person from that beginning line got their order “for here.” I felt that this really helped me understand more of what Jonathon meant by Bello Mundo having a strong connection with the community. In addition to people staying in the shop to consume their coffee/ snack, I also noticed from the line that more than once, a customer asked if they offer baked goods to be ordered in a bundle to take home. At this time the employees seemed to respond by stating that they do not offer packages of baked goods like that. Because numerous consumers were curious of this, makes me wonder if Bello Mundo did offer a package deal like that how much extra sales they could receive. As far as the production of ordering and receiving coffee, they seem to have a good system. One thing I noticed was that the line seems to be pretty long at all times. Maybe if they had 2 registers working instead of one, that would speed up production for customers. Aside from that, they make their drinks efficiently while the consumer casually takes a seat in their local community section and call out their order in a relatively acceptable amount of time. 3. Along with the line, I observed the two sections of Bello Mundo (community and work/ business). In my opinion this set up is extremely effective in regards to their values on the community. In addition it fits well with our information gap based on “what experience does a coffee consumer want from a café?” This seemed to be effective because both sections fit coffee consumer needs and allows both types of consumer to have their needs fulfilled. As seen in this photo, customers at the “bar area” are able to freely mingle and socialize; while, the man in the background casually reads his book and escapes the stress of the work day. In addition the work space in the very back is filled with individuals ready to get their work finished. 4. Overall from my observations I found little problem with Bello Mundo. Only the potential of overcrowding. By that I mean maybe could use a little more seating without killing the open space and relaxing ambiance. Along with that, it appears that consist customers really like the social atmosphere along with the preference of their specialty coffee; while, new consumers enjoy the coffee and the change from your typical coffee shop with Bello Mundo’s friendly and social environment. Jessi Biagioni Round 1 Observation: Date: 2/09/16 Starting time: 3:15 Ending time: 3:34 Location: Poly Canyon Village (Cal Poly on-campus apartments) Participants: Emily Wadensweiler
25 P1: Emily began making her coffee by grabbing her Brita filtered water pitcher and slowly poured it into a coffee kettle. Next, Emily pushed a switch on the coffee kettle and it began to make a loud, drowned out sound that almost sounded like a car engine. After this Emily opened her cupboard and grabbed a large mug. She was moving at a fast pace. Emily set the cup down and rolled her eyes and seemed to be frustrated by something. She then picked up her cup and proceeded to put it back in the cupboard and then grabbed a to-go coffee cup. P2: After the observation was over I realized she became frustrated due to the fact that she grabbed the wrong cup and was trying to hurry out the door to get to her class. P3: Emily closed the cupboard and opened another cupboard. She stood there and stared at the open cupboard, placed her hand onto her chin, and looked as though she was thinking. I could see inside the cupboard there were probably around 10 different types of coffee beans just from what I could see. After a minute or so of standing and concentrating on the cupboard, Emily began digging into the cupboard as if she was searching for something. She pulled out various boxes of tea, boxes of coffee, as well as tins of coffee. It looked that she finally found what she was searching for and pulled out a cylinder shaped tin that was teal colored and had the words “Guatemalan Coffee” on the tin and rearranged the various boxes of tea and coffee back into her cupboard to the way they looked before she was digging through them. P4: Emily picked up what looked to be a fancy tea cup with a small plate attached to it (see attached picture on the last page) and then placed it on top of her to-go mug. I became very confused as to why she was placing a cup on top of a cup. P5: I later found out after talking to her in the interview that it is called a Coffee Cone that allows you to manually brew your own coffee and gives you complete control of the brewing time and temperature. P6: Emily opened her cupboard once again and pulled out a rectangular red and green box. She opened the box and pulled out a coffee filter. Emily then placed the coffee filter inside of the fancy tea-looking-cup. After this, Emily opened the Guatemalan coffee tin and gently shook some into the fancy tea cup with the coffee filter. She did not measure how much she was putting in, and looked as if she was just eyeballing it and knew what she was doing. Emily then began to lean against the counter and look at her phone for around two minutes. She looked up as soon as she heard a clicking noise that came from the coffee kettle. Emily grabbed the coffee kettle and began pouring water onto the coffee grinds in her fancy tea cup, completely drenching the coffee grinds. She stopped for a moment to lift up the fancy tea cup and I was able to see that the coffee was dribbling out of the bottom of the fancy tea cup into her to-go coffee mug. She began pouring water in again and repeatedly lifting the cup up.
26 P7: I think she was doing this to check and see if she was pouring in too much water if it was going to overflow. P8: She poured it until what looked like about half of an inch of space left from the coffee to the top of her to go cup. Emily then went over to the fridge and grabbed some Trader Joes unsweetened almond milk. She poured this into her coffee to go mug until it was completely full. Emily returned the almond milk into the fridge and quickly put on the lid to her to go cup. She also placed the fancy tea cup into the sink. Some of her coffee was still seeping out of the fancy tea cup and splashed onto the counter. She left the coffee in the kitchen and dashed into her bedroom and when she came back out had her backpack on, grabbed her coffee from the kitchen and went out the front door. Casey Li Observational Notes 2/4/16 –Scout Coffee (9:33 AM) 1. Entrance - Initial feel – very relaxed, hipster (has somewhat unique décor), nice décor (kind of hipster meets rustic) - “Designed by pinterest” - Board that says “coffee” that’s created with nails and string? - Pinecones as decor o Music is more “young” 2. Register - nice cashier - Pastries behind display at front - Honeylo coffee beans sold at front of counter - Is Honeylo (SLO, CA) their personal brand??? See it on apparel too - 10 oz of Honeylo beans sold by resealable “packet” - See bigger packages in back but not sure if those are for sale or for their own personal use - Free sample of one of the pastries being sold (Like a kitchen/bar feel) - Small goodies like chocolate are being sold - Young cashiers 3. Menu - On wooden panels - Simple lettering, pretty simple options too 4. Front of store - Selling a lot of merch (like apparel, mugs, coffee beans, coffee-related stuff that doesn’t necessarily have their own branding) 5. Seating
27 - Some tables against wall - Seats at “bar” 6.Seats against wall (meant for ½) - Not many outlets anywhere – even against the walls (maybe on just this side of the room? To encourage unplugging?) 7. Coffee - Ordered mocha - Wait time was very short for line and mocha - Mocha tastes pretty good… not really sure if anything special though - Very small “station” for what I presume to be for coffee – right next to the door and trashcan - Baristas are dressed super casual (plain tops) – to match setting of relaxed feel? - Was hot but didn’t stay hot for very long 7. Demographic - Middle aged business people (some had laptops, some had notebooks/padfolios in front of of them, collared button shirts) - Students doing homework - A couple of people just chilling/having a convo - Business guy went to close the door even though he’s not that close (maybe he’s cold?) - door was originally closed…probably only for the morning - Two fashionable women walk in – one looks slightly older and asked what other girl wanted, other girl says she can get her own but older woman insists - they don’t seem super close so maybe younger girl just started work and boss is taking her out for coffee? à sat for maybe 15 min and then left…off to work? - Ppl against the walls tend to be doing their own thing while ppl having convos are more in the middle - People that come in are either well-dressed (like bus casual) or super relaxed - Two guys that came in together – while waiting for coffee are checking out merchandise – pick stuff up but don’t buy - Two girls come in – one buys something other goes to look at merchandise…but is at counter now - Don’t really see any families - Guy with coffee mug comes in – buys coffee but is put into his own thermos - Guy purchases what looks to be half of bigger coffee bean package + 10 oz (seems to be somewhat familiar with the people behind counter…regular?) - Definitely have regulars come in because guy behind counter starts talking to a girl about her boyfriend
28 - Lot more people coming in now (10:13 AM) 8. Random - Have free wifi - Isn’t very clear whether I’m supposed to return cup to counter or leave at table - There’s a sink that’s facing ppl who would sit at the bar Scout Coffee Co. Observation - Maria 1 1. Scout’s coffee has a very earthy feel. There is exposed brick on the walls and pinecones hanging throughout the store. Natural and industrial elements are being blended. Shiny metal stools at the bar (no one is sitting at them) and exposed piping on the ceiling. 2. I believe Scout Coffee Co. is trying to bring the two elements of earth and industry together to give the impression of a “natural café” while still giving the impression of possessing the ability to produce quality coffee. The industrial aspect seems to cut down on the potentially gimmick of a hippie café. 3. The back of the store looks a lot like Urban Outfitters. Lots of what seems to be random hippie/hipster merchandise. It ranges from, shirts, cups, animal figurines, stationary, natural soaps, perfume, and calendars. There is only one register, which does not seem to be an issue at this hour on a Friday night. Immediately to the right of the register is a glass window that encompasses all of the desserts. To the right of the glass is the espresso machine where the barista makes the coffee. The coffee beans for sale are placed in front of the espresso machine and near the pick up station. 4. Although the items placed at the back of the coffee shop seem random at first, these are items that their community appreciates and is inclined to buy while in the shop. I am inclined to believe that these consumers seek these products outside of their coffee drinking experience. The strategic placement of the packaged coffee beans and desserts allow he customers to immediately focus in on them. A customer usually comes into a coffee shop for a drink. Food and coffee beans may not be on their minds. Placing these items directly in front of the customer insures that these items will at least become a consideration. 5. The music playing in the background sounds like a soft folk rock/acoustic. It is not intrusive and played at a medium level. The noise level is relatively low but there are not many people in the store. They have 3 menus to choose from. One is hanging right behind the register, there is a paper one on a clipboard on the register and there is a specials menu written in chalk on a pillar in front of the register, which does not really resemble a menu. Scout’s has a sign outside of the coffee shop and Bello Mundo does not. 6. 6:00 PM: Not many people in the café at this time. Two female friends are chatting over a milkshake and what appears to be a latte. 7. 6:12 PM: Richard is regular who is talking to the barista, Kristen? He is thanking her and says that he’s happy that he got to see her again. Kristen explains to her coworker than
29 Richard is a regular and she nods and introduces herself. The conversation ends there and they give him a to go bag. Richard was originally sitting behind me working on a windows laptop. 8. We see Richard, a regular, who obviously feels comfortable coming in and talking to the staff as if they were life-long friends. The idea of comfort plays an imperative part in customer satisfaction. Companies make the most money off of returning customers and keeping them happy with the service provided. Richard is a prime example of what companies wish to recreate. The recreation of feeling at home differs between each individual so it is a challenge to impose that feeling on every customer 9. 6:13 PM: Study girl comes in with her backpack and puts her stuff down before going up to the register to buy food and a drink. She knows right away what she wants: iced coffee and a muffin. There is minimal interaction between the two. The girl settles in and begins studying back where she left her backpack. She has a book and a notebook and is not using a laptop. She gets back up when her order is called out. She does not use the milk station and comes back immediately. 10. 6:15 PM: Coworkers are talking about the rigorous training they had to go through but their new coworker is so enthusiastic that it is a breeze for him. They are all talking while working and cleaning the back counter. One continues talking while sweeping the floor behind the counter. Scout needs knowledgeable workers to produce high quality coffee and does not rely on their expensive espresso machine to handle all the work. It appears that employees are thoroughly trained so they can answer questions about specialty coffee that may not be common knowledge to newcomers . 11. 6:19 PM: 2 girl friends come in but only one girl orders (girl #1). The cashier is very friendly and patient and asks the other girl (girl #2) if she’s sure she doesn’t want something to eat. The girl responds that she’s okay. Girl #2 has second thoughts. She had been staring at the menu while her friend was ordering. She says, “Hm, maybe I’ll try that.” She is now at the counter asking about the difference between a cappuccino and a latte. Cashier explains how the interesting syrups compliment the coffee and do not taste strange. The girls sit down on very low, green metal stools and rest their feet on natural tree stumps in the store. 12. 6:22 PM: Man comes in and the barista recognizes him immediately and knows his order. The man stands at the register rather than waiting at the pick up station to his right. The barista personally hands him the coffee, the man says thank you and skips the milk/sugar station. He is in and out with his drink. This is one customer of many who entered the coffee shop to take his drink to go. It is interesting that the coffee is taken to go on a Friday night. Perhaps he worked close by and needed a “pick me up” or preferred drinking his coffee at another location. Scout offers to go cups but it does not have a “to go” atmosphere. 13. 6:23 PM: Barista calls out the drink for girl #1. Her drink is in a to-go cup. Girl #1 and #2 quickly pick up their drinks without saying thank you and exit the coffee shop without saying anything.
30 14. 6:30 PM: Man #2 comes in asking for a coffee on ice. Very minimal conversation. Stares at the menu after he orders. The cashier asks if he would like something else and he points at a cookie. He then exits. While he is waiting to pay, he sees the different desserts and decides to get a cookie when asked if he wanted anything else. His original intent was to only purchase a drink but was subliminally convinced otherwise by the visibility of the desserts. 15. 6:34 PM: Despite traffic being pretty slow, the staff (2 females and one male barista) is constantly working behind the counter. One girl from the staff is now mopping the floor of the café. 16. 6:37 PM: 3 girls walk in. Ask right away what the deserts are. The cashier names ALL of them. Girl with black jacket picks up an item on the counter, observes, and puts it back down. The 2 friends in front of me are humming REALLY loud, almost obnoxiously. Thankfully they are finally leaving. One girl picks up their dirty cups and brings them over to the counter where the barista calls out drinks. Meanwhile, the 3 girls are still asking about items on their menu. (6:40) So far, only the girl in the grey shirt has ordered a pastry and maybe a drink? The girls stand a few feet away from the register while they wait instead of grabbing a seat. They look like freshman. 17. 6:44 PM: Young man (let’s call him glasses) comes and sits in front of me at one of the 4 people long and tall tables. He is with a girl (jean jacket) and they both have their backpacks. The girl comes to the table after she orders from the register. The young man takes out a laptop. 18. 6:46 PM: The 3 girls from earlier move over to the milk station and leave quickly after. 19. 6:47 PM: Study girl from earlier is done with her drink and brings it up to the bar. She appears to be done studying. She packs up her stuff into her backpack and leaves. 20. Study girl seems to have finished studying as soon as her coffee finished. It is a possibility that she decided to leave because she did not want to order another coffee to continue studying. This could be because of price or because she felt pressured to be consuming Scout’s products in order to remain in the café studying. 21. 6:49 PM: Jean jacket gets her drink, which appears to be a large hot chocolate with a lot of whip cream. Glasses sees the drink and opens his mouth in awe. Maybe he’ll go get one too! They appear to be distracted by the drink and push their homework aside. 22. 6:52 PM: Athletic looking woman comes in and only buys a bag of coffee. The cashier asks if she needs anything else or a bag. The woman replies that she has all she needs. She quickly pays for the beans. She leaves immediately after without a bag for the beans. 23. I really want to know if this type of transaction happens often. I assumed that most people would come to a café mainly for coffee and buying beans would be an after thought. I assume this woman has a passion for specialty coffee and is equipped to make her own coffee at home. Kelsey Zerr FIELD NOTES: SALLY LOO’S OBSERVATIONS
31 Friday, February 5th at 8:52am 1. In-field jottings: • Woman ordered coffee cake with a coffee, the baked goods are to the right of the counter which is facing the direction you have to go to order • Really fast order time • Friday morning seems to be a middle age group • One family came in • Looks like a good potential date spot • Room is industrial looking with wooden cut-outs, all including humans or parts of humans • Well use of space, very accommodating when business is slow • Wooden handcrafted furniture • To go coffee and pastries have a separate line • Cream/salt & pepper/water/napkins/sugar is located on a table straight ahead from walking away from register on the way back to where you sit down and eat • People seem to come and have good conversations, nobody is glued to their phone if they are eating with other people • The one person who is sitting alone is on their cell phone • All walks of life come here • Cashiere doubles as the person cleaning tables • When it is 9:30 am a group of younger college-age friends come in • The younger students finally get their food and begin taking pictures of it to post on Instagram • There were several college students studying 1. As soon as I walked into Sally Loo’s Wholesome Café I felt at home. The space was extremely inviting with its simplistic printer paper menus on clipboards at the entrance to its man-made wood furniture and cut-out sculptures on the walls. The contrasting blue and yellow walls bring a warmth to the kitchen part of the shop will a relaxed/cool feeling to the sitting area. There was a medium level of volume when I arrived, as people were talking and enjoying their meals. I went though the traditional line for food and beverages. The experience was enjoyable as the line moved quickly and the staff was very friendly. I ordered a breakfast burrito. Then I went and sat down in the corner of the room. I noticed there was a window looking out into a sort of patio area that was consumed with many succulents. Not many people were looking at their cell phones the whole time while there. My food finally came, it probably took about 20 minutes after I ordered it, it was really good and of high quality. 3. It seems to me Sally Loo’s is a great place to come study and has a very strong community feel. Based on the observation that many people aren’t constantly on their phones, even with everyone living in the technological age, suggests that people go here to truly connect with others and think of the café as a gathering place. Everyone also seems to be very relaxed because of the wholesome nature of the food and the homey atmosphere. The environment draws all ages. The set up that Sally Loo’s has with a different line for to go coffee orders and
32 dine-in orders is very efficient. My own critique of this however is the width the line area could be larger as I imagine it would get quite compact if they were really busy. Kelsey Zerr BELLO MUNDO OBSERVATIONS: Friday, February 5th at 10:01am 1. Community Space: • Space is very open, almost too open, very relaxed environment • Friends are playing chess at one table • Cashier takes order through an iPad and those with credit cards scan it through the iPad to pay • All of the workers have a lot of textures, colors in their clothing, most have tattoos • Modern art is on the walls: bicycle tire sculpture, colorful pieces, American style, peace signs, book shelves • Bar area- younger people are sitting there • Start coffee while customer pays • Friendly cashiers • People of all walks of life are here • A lot of people are on their phones, many people are alone, it is a very quite environment • Women goes up and reads tiny sign explaining the different spaces • Community events bulletin by the door • One man seems very impatient about the time it is taking for his coffee to be made. He finds a table after paying, puts his laptop down then paces back and forth to the counter with arms- crossed. Begins picking his beard then looks at the counter again, sits back down, glances at coffee counter again, seems more agitated, goes back pacing • Not many baked goods in the counter display • Baked goods are noticed by a child and her mom, then ended up buying a scone and mom orders a coffee for herself, got order to go • Man from above notes still waiting for his coffee 5 minutes later, still agitated, the more agitated he gets the closer to the counter he gets, finally has his coffee, looks relieved and sits back down and concentrates on his laptop • Wooden and metal furniture • Small plants everywhere creates a homely feel • Adults put tips in the jar • Everyone seems to notice the baked goods • Another man who looks like a business person goes to the counter with arms crossed worried coffee is taking too long, stays there looking, wanting his coffee, he leaves the counter and comes back and waits for coffee again then finally picks it up
33 • People in line browse pastries as they wait • The employees making coffee are very meticulous about what they do, keep areas very clean • Chalkboard signs guide customers around the space • People wait by counter most times, don’t sit down first • Another grandma and mom with kids buy pastries • Most people who order stay they do not order to go • A father and son are watching Jonathon make a pour over, they decided to sit at the bar and talk to him 2. Study Space: • Smaller than the community space but has almost the same amount of seating as the other space • Most younger people are studying on their laptops, reading books, earphones are in, they are not talking, some other ones are on phones • People are sitting by the window looking out- people watching • Cal Poly students- one wearing an engineering sweatshirt • Everyone seems relaxed and in their zone • Ran out of water cups at the counter, they were never replaced 3. When I first walked into Bello Mundo I was greeted by a bulletin board with community posting that was placed right near a cute table and chair set up which lead my eyes towards the counter. There I saw a glass display behind which there were a few pastries. I then approached the counter where a friendly woman took my order of a hot chocolate on an iPad while another one began to prepare my drink. I paid and went and sat down and couldn’t help but notice all of the blackboards directing me around the space. The industrial looking space has a smaller space for studying and the larger space was devoted strictly for community. This layout made the study space seem significantly less important than the community space. I personally didn’t like the layout I thought it was way too open, as a result, I didn’t feel like it was very homey at all instead I felt distance. I then picked up my hot chocolate which I thought was adorable and took it back to my seat. It was one of the best hot chocolates I have ever had and the film on the top of it was so thick and delicious. However I did not feel a strong community sense instead I felt quite isolated as it was so quite in the space. Finally, I went and took a seat in study area and proceeded to observe the customers and staff, those specific observations are listed above. In general I noticed that the community space crowd tended to be older many of which came alone, while the study space was occupied mostly by college students studying and doing homework. Many of the college students were alone as well and most people throughout the shop were on their phones disengaged with other people. 4. One of the biggest agitations I noticed that most people had was that it took too long to get their coffee. Multiple individuals either stood the whole time at the counter or paced back and forth anxiously awaiting their coffee. Additionally for every minute that would pass for them without their beverage they would get closer to the counter and their arms would become more crossed which is a behavioral gestures that shows the person is closing themselves off to the other people in the room. Another pattern which I think is noteworthy is that every parent with a
34 small child that came in noticed the pastries right away and by request of the child, the parents always purchased a pastry with their coffee. This demonstrates that children might have a significant amount of influence in the buying decisions of a family. Additionally, the parents might be buying this goods because it makes them feel like a loving parent as they make their child happy and reward them. Thirdly, I would like to note that I believe the display of pastries is located in the perfect place as almost everyone who walks in investigates it and as a result Bello Mundo is more successful at selling pastries. Additionally, almost everyone that visited during the shop during my observation ordered their drinks for there which signaled to me that customers might come because they enjoy the experience and it seems if they are going to a place like Bello Mundo they aren’t trying to just fulfill their coffee need fast but rather are invested in staying for a little while 4.2 Interview Round 1 Justin Dhillon Interview 1 Interview Transcript Hello, how are you doing today? I am very well, enjoying a beautiful day, how about yourself? I am good. Tell me a little bit about yourself Nick- where are you from? Haha well, my name is Nick Russo I am from Southern California, Orange County to be specific and I like coffee haha What do you like to do in your free time? In my free time I like to play soccer and write software. Oh awesome! What is your favorite soccer team? And how long have you been writing software? My favorite team is FC Barcelona and Messi is my favorite player. Best in the world if you ask me haha but judging by your haircut I am assuming you are a Ronaldo fan? Hahaha yes I am! Good guess! Also I have been writing software for like 3 years now and often times I end up here at Bello Mundo doing it.
35 1. Ya man, definitely! When did you start drinking coffee? Beginning of Fall Quarter this year. Oh! So you are recent to it? Yes. So what about coffee made you want to try it? I like caffeine. Do you like the taste? Or is it just the feeling that gets you going? It doesn’t really affect me anymore. So yes, it is the taste, along with just the action of doing it and sitting in Bello Mundo that gets me in the groove of things. When do you prefer to drink coffee? Morning, afternoon or evening? No preference. I’ll literally drink it whenever. Feel free to elaborate Oh okay! If I were to go to bed, I would drink coffee five minutes before I go to bed. The caffeine doesn’t affect me in a way where it will keep me up. That’s ridiculous! Haha that is actually pretty insane! Is it something you think you would need every morning. Uhm, no; however, I am starting to get headaches when I don’t drink any. So I don’t need it every morning but I do try and drink at least 1 coffee a day or I’ll try and substitute it with Matte. Describe your (morning, afternoon, or evening) when you decide you want to have a cup of coffee? Like what do you usually order? What do you like to put in your coffee? Do you go alone or with friends? Mm I’m not much of a drip kind of guy, I usually do Lattes, cappuccinos, flat whites, I’m not necessarily a pure coffee kind of guy. But my usual thing is a cappuccino or a latte. Like I don’t usually have like a time or a drink, I just get the same thing no matter what time it is. If it’s hot I’ll get an Iced Chai. But usually it’s a latte or cappuccino. Do you prefer to have your coffee on the go, or does it depend on the time of day for that kind of stuff? Uhhm, I usually go to Bello Mundo to do work. So I like just sitting down and drinking it. But if I want to get just get a coffee and go, then I don’t have a lot of time then yes, I’d just get it to-go. Ok, so it depends on what is going on around you?
36 Yes, I mean preferably it’s sit down and drink it. How does your routine change when you don’t have coffee? I wouldn’t say it’s the coffee, I’d say it’s the going to Bello Mundo that changes my routine. So you don’t make coffee at home? Uhm, I do. I have an espresso machine so I do make coffee at home, but I think it’s the action of going there and sitting down that gets me in the groove of doing things. At home I am more productive between the hours of midnight and 4 am. So that’s at home. 2. What is your favorite thing about Bello Mundo? The staff is really nice and they are really nice to me. Now they know me by name which is cool. I mean I go there a lot so you know, you get to talk to them and know a little bit about them. So I like that and I like how open it is. I also like the community space because I don’t think it’s very fair when people just come and take tables and stay there for 10 hours and order 1 drink, or don’t even order a drink. Tell me more about the staff Well, like I said, they know me by name now which is awesome. But they are also just really friendly and approachable. Like we have conversations and make jokes toward each other now. So I’d just say it’s a really nice and friendly environment because of the staff. Do you think the taste of the coffee has anything to do with why you come here or is it mainly the atmosphere? I definitely go there because I like their coffee the most. I would say it’s this (Bello Mundo), then Scout, then 50 feet of crap, and then Kreuzberg. Oh really? Kreuzberg is that bad? It tastes like you are drinking camel’s piss. I went there twice and had a really crappy latte both times and was not happy about it. So what made you want to come to a specialty coffee shop as opposed to like a Starbucks? Actually my roommate forced me to come a couple times. He actually even forced me to drink coffee and that’s pretty much how it started. He was like ‘hey, I’m gonna go do homework at this coffee shop’ and I was like ‘Mm but I don’t like coffee’ and he said ‘You should have it anyway’ and it was really good. And then I started going to Starbucks. I never got coffee before Bello Mundo. So I went to Bello Mundo to originally get coffee and now I’ll go to Starbucks to get coffee too. Is that like if you are on the run you’ll go to Starbucks?
37 Ehh, that’s like if I’m at school, on campus. Or if it’s like really inconvenient to go to Bello Mundo. So was your friend a big coffee drinker that introduced you to this place (Bello Mundo)? Yes, he has like 4 cups a day and Bello Mundo is his favorite place in SLO. Would you be more inclined to try other coffee shops if they were involved with giving back to the community the way Bello Mundo is? I mean if they have a pretty decent atmosphere and have a good shop like Bello Mundo does then yes, I’ll give them a try. It’s a plus they give back to the community so yes I’d probably try this other place out. 3. Do you ever make coffee at home? Yes, I do, I have an espresso machine. Do you use it in the morning or just whenever? I use it at just about any time of day where I don’t have time to go out. Do you use beans? No, an espresso comes in these individual pods. It is kind of like Keurig but way better is the only way to describe it. What kind of pods do you like to use? Pretty much the most intense ones they have. Like they have a scale of 1-10 and I use 12s haha If Bello Mundo offered beans you can bring home and make in your own kitchen would you be inclined to buy them. Absolutely! I would love to have their coffee in my own kitchen. It probably wouldn’t take away from me going to their shop because I love the atmosphere and their service but yes, it would definitely be cool to have the ability to make their coffee in my own kitchen. 4. What type of social media do you use the most often? Twitter, Twitter is amazing. Okay, and why do you pick twitter over Facebook or Instagram? Because Twitter is timely, better information, it is just all around a better platform. Because you can get information from it and not just look at stupid pictures. Like say someone were to post I would get a lot more out of a twitter post compared to an Instagram post because I am more inclined to flip past a picture… Like say Bello Mundo were to get a social media account and
38 they were to get a twitter and an instagram. Instagram would post pictures of like coffee drinks or something I would just see it and flip through it. A twitter account if they were going to post a promotion, I would read it, get that they have a promotion and go capitalize on it rather than instagram I would just flip through it. Ok, so do you think it is just easier to navigate especially with sharing preferences? Yes, it’s just a better way to interact with all of your followers. What do you consider your favorite brands or companies? Apple, Google, Nike, Adidas, BMW or Audi. Why? Just good high tech, quality products along with a solid brand name. 5. Closing Question What role would you say coffee has played in your life? An educational role because it makes me do my homework, also an addictive role because I probably spend $50 a week on coffee. Wow that’s a lot! Well thank you for your time I really appreciate it Nick. No problem glad to help out my favorite coffee shop. Luana Durand Round 1 first interview: Interview Transcript: (Interview done at Kreuzberg) 1) Me: Okay so our topic is going to cover coffee. So tell me a little about yourself …what’s your major…what do you like to do on your free time? Ashley: Hi I’m Ashley Himmelstern, I’m a fourth year at Cal Poly and I’m a psych major and minoring in biology and I’m also in Alpha Omicron Pi. I was born and raised in Calabasas, California. I love animals; if I didn’t feel sad putting down animals I would have been a vet possibly. I have two cats that I love so much who are named Rocky and Bruno. And on my free time I like to craft, I have an etsy account for my Minnie and Mickey ears that I custom make with different sports teams and pretty much anything people want. I have an unpaid internship at juvenile hall and I work at a medical office downtown doing insurance checks for clients and I’m basically a receptionist and assistant all in one. And that’s pretty much it.
39 2) Me: Oh awesome. Since you’re a psychology major does your internship relate to what you want to do for your career after you graduate? Ashley: Yes it does. So at Jail or juvi I work with teens who are trying to get back on track and I do these different workshops and programs that I facilitate so that they can have real world examples of life outside and getting back on track for a healthy recovery or to like get their lives together. When I graduate I want to be a psychologist for criminals or like research what goes on in their head when they commit crimes basically. 3) Me: Wow you really know what you want to do. Yeah I love all that Criminal investigation stuff and all those shows like CSI are right up my alley. Ashley: Oh no way me too! I love criminal minds too. 4) Me: So Ashley when did you start drinking coffee and what or who influenced you to start? Ashley: Well in like elementary school when I would stay with my grandparents sometimes during my parent’s divorce they would always bring me along to coffee places like coffee bean or Starbucks. They would let me get like a chocolate ice blended at coffee bean or a like vanilla bean blended drink at Starbucks because it tasted like a milkshake. They used to always get mocha drinks and one day I asked to try it and I really liked it but they told me I was too young to drink coffee. So then when I was in middle school I started getting coffee drinks like my grandparents used to get just because it tasted good. But then in high school I started to drink it to study and get up in the morning but it wasn’t often. Then junior year I decided to take a zero period and I had to be up an hour earlier everyday and I was falling asleep in class a lot so then I started drinking coffee everyday to wake up and stay focused. 5) Me: Yeah I started drinking it in high school mostly because classes got much harder and I was on 3 sports teams and doing a bunch of stuff so that was a way for me to stay focused and awake too. Ashley: Yeah coffee is my addiction basically. I seriously don’t know what I would do if I didn’t have it. I mean I guess if it didn’t exist I would find something else to use but it’s just so good especially all the different drinks combos they have now and all the nice coffee shops in LA for special occasions. 6) Me: Yes it really is. I have to have it every day also or else I would not be able to function. So you answered my question about if you need to drink everyday or how often you do. So when do you prefer to drink your coffee? Ashley: I mean I usually drink it in the morning to wake up to go to class or work early but since I stay at boyfriend Luke’s a lot I don’t want to make a lot of noise really early so I usually just go to Starbucks or Blackhorse on the way to work or school. But I think now I need it to stay focused on track so I’ll definitely drink it
40 during the day too but there’s really no specific time I drink it, I always need it really. 7) Me: I definitely agree with you I drink it in the morning but there’s always a good time for coffee. So going off of what you mentioned about buying coffee; what’s your typical drink at say Starbucks or Blackhorse? Ashley: I usually order an iced coffee with light ice and soy to wake up in the morning and sometimes I add pumps of caramel syrup. Sometimes I feel like something sweeter so I’ll get like a Frappuccino with soymilk or upside down iced caramel macchiato with soymilk. At black horse I like their Caramello drink or just iced coffee, but that’s usually if I’m studying there. 8) Me: I love macchiatos too and I’m lactose intolerant so I always substitute milk for soymilk too. So what would you say is your favorite coffee brand or company? Ashley: I grew up drinking a lot of coffee bean in my hometown so that would be my favorite but in SLO they don’t have coffee bean so then I would say Peets if I’m downtown or Starbucks any other time. 9) Me: Awesome, yeah I really like Starbucks too. So do you usually take your coffee to go or stay and drink it? Ashley: I usually order to go because I usually am in a rush or like going somewhere after. If I need to study and I’m sick of the library then I’ll stay and drink my coffee while I’m studying or doing homework, but I’m usually more productive someplace quiet and by myself and there’s no way I can concentrate at home because then I want to watch tv or like clean or something (laughing). 10) Me: Yes same thing for me I usually don’t stay at a coffee shop unless I’m doing work. How would you say your routine changes if you don’t have your coffee yet? Ashley: So if I don’t drink coffee I literally cannot function. I just feel unproductive and tired and I can’t focus. I also get headaches and like feel weird and like delirious if its already late at night. I’m so addicted to coffee now that it doesn’t give me headaches if I drink too much only if I don’t drink it. 11) Me: Oh wow yeah you are definitely an avid coffee drinker. I don’t think I’m quite on your level, if I drink too much it gives me headaches sometimes. Anyway since you do sometimes make coffee and didn’t really go into detail what is your routine like? Ashley: So when I have time to make coffee at home or if ‘m at my own house I usually use my espresso machine that has the front to make regular coffee and then the side makes espressos. My grandparents bought it for me when I came to college it’s really nice and makes really good strong coffee but the set up and clean up for the espresso side takes a while and I normally don’t give myself enough time to do it so its usually on the weekends. And I just make it and pour sugar into it until
41 its sweet enough and then add a soymilk over ice to cool it since I’m usually hot already and the heat of the coffee makes it worse. 12) Me: Yeah I rarely drink hot coffee because the coldness of the coffee keeps me up longer unless I’m in a really cold place then maybe ill get a hot drink or if a coffee shop has a certain specialty coffee then I would get that. Speaking of coffee shops, what about Kreuzberg did you decide to drink their coffee? Ashley: Well I always study in the library and sometimes I just need a change of pace you know? I really like their iced Chai Lattes and I also like their macchiatos. I just like to explore downtown and find places to study other than the jail looking library and it motivates me to be more productive when I’m in a unfamiliar place. Also the people that work here are really nice and I heard they have good food but I’ve only had their breakfast stuff but not really anything else. 13) Me: Yeah this is actually my first time here and I really like it. I also like to explore other places to study and find coffee. So you said you came here because you wanted a change in scenery; if you found out that a coffee shop gave back to the community and had the quick service you are inclined would you go there often? Ashley: I’m not one to really only support the local places necessarily I just go for what’s good or maybe different than usual. But if they gave back that would be cool and maybe I would check that place out to see what their all about or what other things they might have to offer. 14) Me: Awesome. Yeah I usually go to places that are good, they aren’t always specifically local or community driven, but that would be a nice added plus if they gave back too. With that being said what kind of social media do you use if you do? Ashley: I only use Facebook and Instagram. I use Facebook for school group pages and watching cute videos and Instagram to see pictures. 15) Me: Yeah I’m not huge on social media really anymore. Since you do use social media where would you expect to see a coffee shop advertising or where would you think would be a smart choice? Ashley: I would definitely think they would need a facebook page for updates and to use yelp to post their menu or other ratings or reviews, and Instagram would be cool to post pictures of their different coffee and artsy pictures of their shop and people drinking their coffee. 16) Me: Those are all great social media sites. So wrapping up what role would you say coffee has played in your life? Ashley: I definitely think that coffee has shaped me into a more productive and engaged student. It has also brought more happiness into my life because it helps with my mood and wakes me up and I just really love the taste of coffee and the way it makes me full and happy.
42 17) Me: That’s really a positive result from coffee. Well that pretty much wraps up our interview. Thank you so much for allowing me to interview you. Ashley: Oh no problem. This was super fun actually. Jessi Biagioni Interview Transcript 1: P1: Jessi: Hey how was dinner? Emily: Good we went to Chipotle it was so good! Jessi: That’s awesome. Thanks again for meeting with me I really appreciate it! Emily: It’s my pleasure! Okay let’s start! Jessi: So where are you from? Emily: Sunnyvale, California. Jessi: What do you like to do in your free time? Emily: Listen to music, go on adventures, hand out with friends, workout, travel, and drink coffee. P2: Jessi: Okay, and so when did you start drinking coffee? Emily: Oh my god I don’t remember- at a very young age, maybe during middle school? But I became a regular drinker in high school for sure. My mom was always really into it because it reminds her of her mother and then now it reminds me of her so we like drink it together. Jessi: Alright and what about coffee made you want to try it? Emily: My mom because she was so into so I was like oh, and then I was just curious and once I tried it, I fell in love with it. Do you like coffee? Jessi: I’ve only had coffee black, so I guess I haven’t really experimented enough and found a way to make it that I like. Emily: Yeah and it’s also really unhealthy with all the ways you can make coffee and the things people add to it to make it taste good. P3: Jessi: Mhmm. So when do you prefer to drink coffee? Morning, afternoon, or evening? Emily: Morning for sure and if I can then afternoon cup. So one cup a day for sure. Jessi: Is coffee something that you need every morning? Emily: Yeah and it’s a good incentive for me to wake up and do homework, without it I feel like I wouldn’t be able to do homework early. P4:
43 Jessi: Oh okay, and can you describe to me your morning when you decide you want a cup of coffee? Emily: Okay I wake up, I turn on the water, pour water, I get the coffee cone filter cup, I choose depending on my mood and what coffee I have but I always have options. So yeah I just dump some in and make my breakfast while the water is boiling and then I pour it and then yeah. Jessi: So you have one cup a day at least? Emily: Yes one cup a day at least, but every now and then I’ll have two. Jessi: Okay, and how does coffee make you feel? Emily: It soothes me and I feel like the process of drinking coffee is therapeutic and I don’t know it just makes my hearts so happy. Like I literally love it, I just love it so much. I also really like buying different ones, I always like to change it up so I don’t always buy the same one. Jessi: Alright, and what are the benefits you receive from drinking coffee? Emily: I feel like it gives me energy and it gives me that morning boost and also it just makes me so happy P5: Jessi: How does your routine for the day change when you don’t have coffee? Emily: Oh god, oh god I couldn’t imagine honestly, I don’t remember the last day I haven’t had coffee, I always have it. But sometimes if I wake up late or if I have a busy morning and I don’t end up having it until later in the day then that’s really weird for me. If I don’t have it in the morning hours then I feel like my whole day is off. I feel like it’s part of every morning for me, and I always make extra time for it. P6: Jessi: That’s interesting! So in general, what do you look for/like the most in a coffee shop? Emily: The atmosphere and the type of coffee that they make Jessi: So atmosphere is more important to you rather than the coffee for a café? Emily: Yes for sure. I’m not really that picky with coffee, but yeah the vibes and the music and the smells, and the location and the hours. It’s also good for a social outing with friends, that what I prefer to do there is to catch up with friends. Jessi: Oh okay, and if you’re going to go to a café to get coffee, where’s your favorite place to go? Emily: I don’t know, I mean I prefer making it at home, but if I have to go to café then I prefer trying a new place, maybe some of the ones downtown, or Blackhorse, but I always like to change it up. Jessi: Alright, and what do you like to order at cafes? Emily: Well first of all I always like to go with the to- go cup, and I’m also picky about the size of the cup. Because I feel like drinking coffee isn’t worth it if it’s a small
44 cup , even at home. But at café’s and coffee shops I will usually get something more special that I can’t make at home, so at Starbucks for example I will get a Late, usually the skinny vanilla late feeling coffee. Oh and I prefer hot coffee, I don’t really like cold coffee. And I don’t like sweet coffee. P7: Jessi: So you said you like going to café’s with friends, are there any times that you do enjoy going alone? Emily: I’d prefer to go with friends, I feel like its more special. Jessi: Would you ever study at a café/coffee shop? Emily: Yes, that’s why the hours are important. I actually studied at Blackhorse yesterday. I feel like it’s a good environment. Jessi: You think that Blackhorse has a good environment? Emily: Mhmm, or any coffee shop because the music is light and you can just order more. Jessi: Oh okay, so what do you find to be special about Blackhorse that stands out form other coffee shops? Emily: I like it because they don’t have typical drinks; each person has their own special drink that they drink. So you can’t find those options at your normal Starbucks. Also I think they do a pick up at a window which is really convenient when you’re on the go. Jessi: Like a drive-thru? Emily: Kind of but you just walk up to it instead. Jessi: Do you prefer to get your coffee to-go? Emily: Yes, if I’m alone I’ll take it to go but if I’m with people then I would like to sit down and enjoy the time with them. Or if I’m doing homework obviously I’ll want to sit down. But I always like it to be in a to-go cup Jessi: And why is that? Emily: Because I feel like I can leave sooner and it’s just nicer. I feel like the size of the cup is small if you get it there and then they have to do dishes, which is annoying for them. Jessi: What’s your favorite spot to sit in at Blackhorse? Emily: Yesterday we sat outside and it was beautiful and the sun was going down, and the fresh air. So I really like outside seating. But for homework I prefer the booth. P8: Jessi: What made you want to go to Blackhorse rather than a place like Starbucks? Emily: To try something new and to see what they offer and to change it up. P9: Jessi: Would you be more inclined to try other coffee shops if they were involved with giving back to the community? Emily: Mhmm yeah, definitely.
45 P10: Jessi: Okay, and have you ever been to Bello Mundo downtown? Emily: It sounds familiar, I may have been there once .My family friend likes it and he’s wanted to go there with me, but I don’t know if I’ve been there before with him. I definitely want to try it though. P11: Jessi: Alright. So I know you make your own coffee, but what kind of machine do you use to do it? Emily: I use the coffee cone; I think that’s what it’s called. But then I also have to buy the coffee cone filters. That’s because I feel like the coffee is more fresh and that’s how I was raised and how my mom made her coffee. Because I feel like when you make it in a pot it’s sitting out all day and its fresh. So I like how I can just make it for myself and its fresh and its really quick and efficient and I like it. Jessi: Do you ever get run into any problems making coffee with the coffee cone and get frustrated? Emily: Sometimes the cone breaks, the coffee grounds get into the bottom of the cup and it’s so annoying. If that happens then I have to pour the coffee through another coffee filer and its really complicated. Also I feel like every morning the coffee tastes different, it might be due to the water temperature or how fast I pour it or how much coffee grinds I put in it. Like this morning I was out of half and half so I had to put almond milk and it tasted so bad that I didn’t even drink my coffee. Jessi: Yeah, okay. So your favorite thing to put in your coffee is half and half? Emily: Yes, if I don’t have half and half then I feel like it’s not even worth drinking. But then again finding a substitute would be healthier but then I feel like the cup of coffee isn’t complete if I don’t have it. Jessi: What kind of coffee beans are your favorite? Emily: Arabica, I usually get it ground but if not I will grind it myself at Trader Joes or I will go to Target or Marshalls and get coffee because they buy Starbucks brand. P12: Jessi: Oh okay, so what’s the biggest difference between drinking coffee at home vs drinking coffee in a café? Emily: Oh, well at a café I feel like it’s so expensive and at home you can make as many cups as you want and I feel like it almost tastes better. What I like to do is drink half of my cup of coffee and then pour hot water and it makes it fuller but it still has good flavor. Also I feel like its easier and more convenient and I prefer it more than going to café. And I always make it when I go on drives home or when I’m hanging out with friends at night. P13: Jessi: Oh that’s interesting. So what types of social media do you use most often and why?
46 Emily: Instagram and snapchat. I use snapchat to post food and my coffee Jessi: And what do you like most about both Instagram and Snapchat? Emily: I like Instagram because you can keep up with your friends and when you post a picture you can look back 3 weeks later and remember the memories you made, it’s almost like a photo album and snapchat is fun for like quick things. P14: Jessi: Alright and what is one of your favorite brands or companies? Emily: Definitely Trader Joes for coffee because they have so many options but overall they have good food for low prices and big variety from places all around the world unlike other grocery stores. And they always get new items so it’s always fun to try them out. P15: Jessi: Alright, and what role would say that coffee has played in your life? Emily: It’s helped me to get through mornings and just life in general. I feel like it completes every day, I look forward to it, seriously! Jessi: Okay, great, thank you so much for allowing me to interview you. Emily: No problem, I had fun! Casey Interview 1: 1. Me Hello Aren, can you tell me a little about yourself? 2. Aren Well, my name’s Aren. I’m graduated last quarter at Cal Poly and am currently pursuing my teaching credential here as well. 3. Me What do you like to do in your free time? 4. A I like to hang out with friends, go swimming, or do something like reading. 5. Me Great, so can you tell me a little more about when you started drinking coffee? 6. A Sophomore year? 7. Me Of college? 8. A Mhmm. 9. Me How come? 10. A Because I wanted to…have more energy to study better. So I only had one cup of coffee every day, in the morning, and if I didn’t have it, I would get headaches, like coffee withdrawals. 11. Me Oh no, ha ha.
47 12. Aren So I had to keep it going. 13. Me Would you say you were addicted to coffee? 14. A Yeah, I think so. *laughter* 15. Me Ok. Can you describe to me your daily routine for breakfast? 16. A So I would get my coffee, instant packet. And then I would get it from Starbucks or Costco. And then I would just pour it into a cup, boil water, and then pour it into a coffee cup and while I wait for it to cool down, I would get like a bowl of cereal and have milk. 17. Me Hmm, ok. Is there a reason why you use Starbucks and Costco coffee? 18. Aren Cheap. 19. Me Cheap. Alright, that’s it? There’s no other reason? Just because of the price? 20. A Well the price and also it had the option of dark roast…that’s the one I wanted. 21. Me Mhmm. So how many cups of coffee would you say you consume now per day? 22. A Half. 23. Me Half? Half a cup? 24. A Half a cup. Well instead of using the whole packet I just use half of it. 25. Me Oh okay. 26. A And then I only fill the water up to like, half a cup. So it’s not too watery. 27. Me Mhmm. Is there a reason why you only use half? 28. A Well…people give me guilt trip about being addicted…so during the summer my mom made me actually get off coffee and I had a headache for two weeks. Every day. 29. Me Oh wow… 30. A I drank tea, so it helped with the caffeine withdrawals. So it’s okay. 31. Me So what are some benefits would you say you receive from drinking coffee? 32. A I felt more alert during the day and I just really like the taste. 33. Me What about the taste do you like?
48 34. A I don’t know… it just tastes good *smiling*. I don’t like my coffee too sweet so I guess I like the bitterness too. I don’t know, it just tastes really good, heh. 35. Me Okay. 36. A --I, I drink it black. I don’t put creamer or anything. 37. Me So you like the kind of, bitter, rough, taste? 38. A Yeah, I think so. 39. Me Okay…so typically when you have your cup of coffee it’s in the morning, right? 40. A Mhmm. 41. Me Do you have it any other time of the day, or…? 42. A No, only if people ask me to get coffee, then that’ll be the only time I get it. But I have to be careful not to get it after 4 o’clock. Otherwise I won’t be able to sleep *chuckles*. 43. Me Exactly 4 o’clock? 44. A Uh, exactly 4, one time I tested it. One time I had it at 5, then I was just in bed for a while and I couldn’t sleep. 45. Me Do you think it’s psychological? 46. A *Pauses* No. *laughter* 47. Me If you had to go a day without coffee, what would that day look like? 48. A I’d probably feel a little groggy, without caffeine. I guess it’s just an integral part of my routine already…it’s like me not brushing my teeth, Casey. Wouldn’t you miss brushing your teeth? 49. Me Yeah I would. *Laughter* 50. Me Okay so besides coffee making you feel more alert and awake, how else does it make you feel? 51. A Hmm…warm. 52. Me Warm…? 53. A In the morning. Cause it’s cold. So it feels good. 54. Me So is it kind of comforting to you? Or…? 55. A Mhmm. I like the smell.
49 56. Me You like the smell? 57. A Like at the grocery store I like smelling the beans, like the coffee beans. 58. Me What do you do exactly? Do you just walk up to the beans and kind of open the cans and smell it? *Chuckles* Can you describe what you do? 59. A Uhh…well the aisle where all the coffee beans are, I walk up to it, where like you know where the handles are and you pull it down… 60. Me Mhmm 61. A I just go *takes a deep breath through her nose* 62. Both *Laughter* 63. A Mmmm, so good. *Laughter* 64. Me And does that make you buy coffee beans from there? 65. A I’m too lazy to get a grinder. 66. Me Oh…okay. 67. A Yeah. So that’s why the Starbucks instant thing is really convenient. So, which is easy. 68. Me Okay. 69. A Mhmm. 70. Me Would you say you drink coffee more at home or at a coffee shop, or you buy your coffee on the go? 71. A At home. I only drink coffee at a coffee shop if I’m just studying or meeting with people. 72. Me Mhmm. 73. A But then I would buy a whole cup and then just drink it. 74. Me So would that be part of your half a cup a day or let’s say you had coffee half in the morning… 75. A It depends, it depends. 76. Me It depends… 77. A It depends on what time I guess. I guess now that you mention it, if I plan to meet up with someone at a coffee shop, I try plan it for the morning so it’ll be part of my half cup.
50 78. Me Ohh, okay. 79. A I’ll just drink a whole cup. 80. Me So is that how you limit yourself, maybe? 81. A Yeah, mhmm. 82. Me Okay, so…you’re a frequent visitor of coffee shops…would you say that’s true? 83. A Mhmm. 84. Me So you’ve been to places like Bello Mundo, Scout, and Sally Loo’s? 85. A Mhmm. 86. Me So out of those three that I just listed, which one of those three do you prefer the most? Or if you don’t prefer any of those the most, what do you like about each one? 87. A I like Bello Mundo a lot. 88. Me Mhmm. 89. A Because I like the atmosphere. I like how they secluded an area where there’s no electronics allowed. 90. Me Mhmm. 91. A And then they really foster the community feeling. And then if you want to go study, then they have a study lounge as well. So I like that…I like the vibes. 92. Me You like the vibes? So vibes are very important to you in terms of coffee shops? 93. A Mhmm. So if I don’t like it, I don’t like it. 94. Me Okay. So what’s the biggest difference between drinking coffee at home versus drinking at a coffee shop? 95. A They have the nice, pretty cups. 96. Me Pretty cups? 97. A Pretty cups. Maybe the design… At home I don’t really care how I look like but at a coffee shop, I have to think about what I wear. 98. Me When you say “designs” do you mean the décor of the place? 99. A Mhmm. 100. Me So aesthetic is very important to what you like in a coffee shop?
51 101. A Yes. 102. Me Okay. And then in terms of coffee itself, is Bello Mundo your favorite place for coffee (disregarding the atmosphere) just the taste of the coffee? 103. A Umm… it’s okay, it’s good. At times I would crave Scout more than Bello Mundo. Sometimes like Bello Mundo can get a little watery, like when it’s iced. 104. Me Oh, okay. 105. A But then like, if it’s regular, then it’s pretty good. But there would be times like where I would choose Scout over Bello Mundo. 106. Me So is the reason why you choose Scout over Bello Mundo because Scout has more “coffee taste” to you? 107. A I don’t know… 108. Me You don’t know what it is? 109. A Nope…maybe it tastes a little better… 110. Me Mhmm. 111. A But I like both. 112. Me But you don’t know why it tastes a little better? 113. A Nope. 114. Me When comparing Scout and Bello Mundo? What would you say are differences that you’ve noticed, or stuff that you like more in one coffee shop compared to the other? 115. A Well… Bello Mundo is way bigger so I like that. There’s more opportunity for seating. I like how it’s study friendly for sure. For Scout, I would go there for a cute date, I guess, even with girl friends too. It’s more cutesy. But then if you want to feel more hip, I would go to Bello Mundo. 116. Me So…Scout is not very hip? Or is it a different type of hip? 117. A It’s like cutesy hip. 118. Me Cutesy hip…interesting. 119. Both *Laughter* 120. Me I guess going off that “cutesy hip” vibe, do you think that influences how you take in your own coffee? 121. A Yeah, maybe, yeah. 122. Me Can you expand on that point a little more? 123. A Well…I don’t know, I guess like the atmosphere, the aesthetics, really contribute to how the coffee might taste like and how you feel when you drink it too. So if
52 you want to feel cutesy hip, you got to Scout. I guess I’d go to Bello Mundo when I’m more serious – ‘cause Bello Mundo is very study-friendly, so I’m more serious when drinking coffee. 124. Me So then Scout would just be more of hanging out…you wouldn’t necessarily go study there… 125. A No…you won’t get anything done. 126. Me You won’t get anything done? Is it because the décor is too distracting? Or is it because you go there specifically to hang out with someone? 127. A Yeah. I think I would go there to hang out…I wouldn’t go there to study. I tried and I didn’t get anything done. At Bello Mundo I did…it’s just because Bello Mundo is more spacious, I don’t feel as confined I guess. 128. Me So what’s your favorite spot to sit in Bello Mundo? 129. A By the window. 130. Me By the window? What is that makes you want to sit by the window? 131. A Because of the natural light. 132. Me Is that something that’s very important to you in terms of a studying space or a coffee shop in general? 133. A Both. 134. Me So what makes you come to Bello Mundo versus going to another coffee shop like Kreuzberg or Scout? 135. A It’s light in there, pretty bright. Good vibes, they’re not snotty, good study space. I like how they treasure community. 136. Me So is it important to you that a coffee shop has a good mission statement? 137. A Mhmm. 138. Me Because of their mission statement, would you choose Bello Mundo over another coffee shop when compared to a shop that has about the same type of coffee? 139. A Yeah, because you feel it in the atmosphere. 140. Me So when you go into coffee shops, what is the first thing you notice? 141. A Art. 142. Me Art? So like just the paintings on the wall or…? 143. A Yeah. Or just how their walls look like. So Bello Mundo’s just white but they have another wall that’s “bricky”…I like that.
53 144. Me After you notice the art, can you just walk me through what else you notice or experience after you walk into a coffee shop? 145. A Music. I notice what kind of music they play…how the tables are spaced out. ‘Cause I know how at Bello Mundo they have a lot of tables, long ones, square tables lined up, high tables. And then Scout…different stuff…more “benchy.” 146. Me So do you think that makes it… 147. A …more of a hang out… 148. Me …because of the benches 149. A Yeah, oh and then the pillows. 150. Me Along the walls of Scout? 151. A Mhmm. 152. Me So it’s a little more comfortable, the setting? 153. A Yeah, yeah. 154. Me So during the time you wait at the register, what do you notice? What do you typically look at? Or what do you do when you’re waiting in line? 155. A I look at the food in the display. 156. Me Like the pastries? 157. A Mhmm. 158. Me Does that ever entice you to buy a pastry, just by looking at it? 159. A Mhmm. 160. Me Do you ever have buyer’s remorse from that? Or is it a great choice? 161. A Buyer’s remorse. *Chuckes* 162. Me Why so? 163. A Because you’re paying 4 bucks for a little muffin. *Laughter* 164. Me But is it a good muffin? 165. A Yeah…it’s gluten free… 166. Me Gluten free at Scout or Bello Mundo?
54 167. A Bello Mundo. 168. Me Are the pastries worth it, even though the price may be on the higher end? 169. A Occasionally, not all the time when I go. Because you see yourself spending all that money. 170. Me What makes it worth it? 171. A The sweet. The sweet taste. The softness of the pastry. With a touch of berry.*Laughter* 172. Me Is it because that sweet taste tastes better when you’re hungry? 173. A Yeah, or when I’m on my period…you know those “womanly cravings.” *Laughter* 174. Me Do you usually smell the pastries first? 175. A I imagine it what it tastes like. 176. Me You imagine the smell? 177. A Yeah because it’s behind the glass window so I can’t smell it. If I smell it I probably have to have a little lick of it. 178. Both *Laughter* 179. Me Are there moments sometimes where you are frustrated by Bello Mundo? Or they don’t deliver to your expectations? 180. A Sometimes the iced lattes are watery, but that’s it. 181. Me So it’s mainly the cold drinks you have issue with? 182. A Yeah. 183. Me So moving on to more of your customer experience, if you had to describe Bello Mundo’s customer service in three words, how would you describe them? 184. A Down-to-earth. 185. Me Did you know their name means beautiful world? 186. A No, ‘cause I didn’t take Spanish. But I knew there was a world in there because it’s on their cups. 187. Me So you knew it was Spanish?
55 188. A Yeah. 189. Me You just assumed it was Spanish when you first heard the name? 190. A Mhmm. 191. Me So in comparison to making coffee at home are you ever frustrated by the process of making your own coffee? 192. A No. 193. Me Is that because you use instant packages? 194. A Yeah. 195. Me So it’s a very smooth and easy route? 196. A Mhmm. 197. Me So let’s say you had an excess amount of money, would you continue to make coffee at home for yourself? Or would you go to a coffee shop or Starbucks or something…or still make it at home? 198. A Make it at home. 199. Me Why is that? 200. A ‘Cause I would have to make the effort to go and get it. 201. Me Let’s say you had a coffee shop that was a 5-10 minute walk from your house, would you still make it at home? 202. A Hmmm…depends how long the wait is. If they’re quick about it then I don’t mind, but if they’re not, I wouldn’t go because I don’t have time for that, even if they make good coffee. 203. Me Okay, so during the times when you’re not at a coffee shop, but you want still be upto-date with what’s going on with the coffee world, what forms, if any, of social media do you use most often? 204. A Instagram. 205. Me Could you expand on that a little more? 206. A I feel like I go on Instagram more than Facebook. It’s easier because I can just scroll through. On Facebook you get a bunch of people’s stuff that I don’t really care about.
56 207. Me So it’s an easy filter? 208. A Yeah, easy filter. 209. Me Along with social media, what kind of brands do you normally use? It can be anything , even if it’s not coffee related. 210. A Hmm, The Body Shop, Listerine, Brandy Melville, Nike, Doctor Martins, The Gap… 211. Me What is about these brands that you like? That you identify with? 212. A I don’t know, how it makes me look? 213. Me Would you say the brands that you associate with are very close to your image? 214. A Yeah. Cause that’s what you put on yourself. 215. Me Is that the same for the places you go to visit? 216. A Yeah, because that’s what I choose to go to. 217. Me So what kind of role has coffee played in your life? 218. A It’s fostered good relationships. Like when I go meet up with people in coffee shops I always find it really comforting. It’s like a comfortable environment to be in. 219. Me Would you be able to live a life without coffee? 220. A Yeah, I guess. I would miss how it smells and tastes. Tea’s not the same. It doesn’t smell the same. 221. Me So how would you sum up your relationship with coffee in general? 222. A I love it a latte. *Laughter* I guess I just grew up with it, like my mom always drank coffee, so I would reminisce the smell. It reminds me of home. 223. Me Is there anything you think I should know about you or how you feel about coffee that I didn’t cover? 224. A Nope, you I think you got it all. 225. Me Okay then, thank you for taking the time out of your day to sit through this interview, I’m going to end the recording now.
57 Maria Rosignuolo Interview Transcript 1 1. Me Thank you so much for doing this interview with me! I really appreciate it. 2. Rachel Yeah, it’s no problem. I’m not really doing much anyway. Oh, one sec, lemme move some stuff out of the way. 3. Me No worries, take your time! 4. Rachel Mkay, I’m ready whenever you are. 5. Me Alrighty! So, tell me a little bit about yourself. Like, where are you from? 6. Rachel Sure, I’m from the Bay Area. San Jose? I’m sure you’ve heard of it. 7. Me Yeah, I’m actually from there as well! What part of San Jose? 8. Rachel East side, haha. Kinda near Milpitas. Lots of us Asians there hahaha. 9. Me Oh, sweet! I’m there a lot with my boyfriend. We usually get boba around there. 10. Rachel We have lots of boba, haha. That’s usually what I like to do with my friends when I’m back home. Love me some boba, haha. We either get boba or hot pot when I’m around. 11. Me Do you only get boba when you’re in the Bay Area? 12. Rachel Mm, yeah. I mean, there’s so much of it in the bay so when I’m back home that’s what I mostly drink. Plus it’s actually good in the bay. 13. Me OH so do you really only drink coffee when you’re here in SLO? 14. Rachel Uh… Yes? Haha. Now that I’m thinking about it I guess I really only drink coffee when I’m around here. When I think about it, I’m sure there’s good places in the Bay but, like, I dunno. That’s not really what I want when I’m there, I guess. I guess I’m kinda a person of convenience… I like good coffee and I like good boba so I like to get those in places where I know it’ll be good. Maybe I just like drinking drinks. That’s like all I do hahaha. 15. Me That’s actually really interesting. I’m kinda the same way. So, why did you decide to start drinking coffee when you got to SLO? 16. Rachel Probably the lack of boba. I mean, a new place just opened up that’s okay but I’m not into it, really. I came here as a freshman so freshman year I really didn’t drink anything but tea. Now I’m a junior and live off campus so I can like go wherever I want if I want something. 17. Me So many college students opt for Starbucks. What made you want to come to a local coffee shop instead?
58 18. Rachel I think that I’m always looking for the best of the best. Like, I don’t like to settle haha. I tried Starbucks when I was younger because my friends all like it but I really didn’t understand the hype around it. I was like “Uh, ok… so you’re paying for sugary water?” I was never really a fan so at first I thought I didn’t like coffee at all. So one time this past year, my roommate wanted me to go study with her and I said I wasn’t down if it’s at Starbucks because that would be a waste of my time, really, haha. Instead she said Scout coffee because the coffee was actually good and the inside was comfortable to work in. I usually like to sit in that corner over there (points to the opposite side of the room with more seating). I dunno, I just get kinda tired of “mainstream” as lame and hipster as that sounds. 20. Me So, what is it about something being “mainstream” that bothers you? 21. Rachel Uh, like… I think, like… When something is mainstream to me, I think it’s like cold. Like, I wanna go to a coffee shop and feel like I’m at my home away from home. Not in a multi-billion dollar or whatever industry that’s just trying to make money off of me while selling me shitty coffee. Oops. Can I swear? Sorry, maybe I shouldn’t, I’ve never done this before haha. You can like bleep it out. 22. Me Talk however you want! I don’t care if you swear haha. 23. Rachel Ok, cool, haha. 24. Me So, you mentioned that you want to feel like you’re at “home away from home.” Can you expand on that a little more? 25. Rachel Sure! So, the reason I leave my home to study at all is usually because I can’t focus. In a perfect world, my home would be somewhere I can have fun and focus at the same time. But, like, I have roommates and we don’t have similar schedules so it’s easier for me to just leave and get the focus I want. Also ‘cause I can’t make that good of coffee at home by myself. Like, my roommates have a Keurig and I’m sooo not down for that. 26. Me Hmm. So what stops you from making good coffee at home? Other than just having a Keurig that you don’t want to use, haha. 27. Rachel Well, now that I’ve tried really good coffee, I can’t just go back, haha. Realistically, I shouldn’t even be spending all this money on coffee, to be honest. I’m the typical poor college student. But, like, sadly, I don’t even care. For some reason I can justify spending 5 bucks on coffee a few times a week but I won’t invest in a coffee machine. I’d have to buy expensive, good quality beans and an expensive espresso machine. I wish there was a cheaper way that would make me happy, haha. Oh my god, it’s actually so sad…. When I’m offered coffee at people’s houses, my answer depends on the type of coffee machine they have…. If it’s that watery drip stuff
59 I’m like, nah. So, I only really drink coffee when I come here, to be honest, haha. 28. Me Oh, so do you still drink coffee often? Like is it something that you need every morning? 29. Rachel Funny enough, I really just want it when I wanna relax. Like, the caffeine doesn’t mean anything to me. I just wanna kick it with my homework or a friend or whatever. 30. Me So, what makes you choose Scout as your go to? 31. Rachel Uh, I’m too lazy, haha. Like, lazy like… I don’t even wanna bother trying to find a new specialty coffee place because this one is already so good and I like the layout. It’s usually quiet in here so it’s nice to study n’ stuff. 32. Me Would you be more inclined to try other specialty coffee shops if, let’s say, maybe the company is really involved in the community and giving back? 34. Rachel Uh, I mean, that’s great and all but it’s not like I’m Yelping whether coffee places are eco friendly. I just want good coffee and a nice place to hang out. Yeah, no, I dunno about the community… I guess it’s not really something I look into with companies. If I like it, I like it. 35. Me So, kinda going off of that, what are your favorite companies/brands? 36. Rachel Uhhhhh… brands? Hmm… Let me think, haha. I’m not really a loyal brand person. I am a lazy brand person. Kinda like the coffee, I don’t really branch out when I find something I really like. Maybe Trader Joe’s? I love them, haha. Cookie butter! Ugh, so good. But it’s so far from where I live so I never make it there too often. 37. Me Haha, cookie butter is really good. Love it! What would you say is your favorite form of social media? 38. Rachel Uh, I think I use Instagram the most. Facebook is kinda lame now; I barely look at it. I usually just look at pictures anyway 39. Me Yeah, I know what you mean with just looking at pictures. 40. Rachel Right? “Words?” Not interested! 41. Me So, just to kinda sum things up, what would you say is the role that coffee has played in your life? 42. Rachel Hmm… I would say that coffee is something I’ve been using to comfort myself. You… like, if I’m studying or just wanna grab some coffee with a friend. It does the same thing for me. Even though I don’t get this yummy coffee at home, I like to pretend I’m home here. 43. Me Alrighty, well… I think that’s it! Haha, thank you so much… (I go on to thank her and we say our goodbyes)
60 Kelsey Zerr INTERVIEW TRANSCRIPT 1. Me: Hi Dana, today I am going to ask you a few questions about your coffee experience in general. First, when did you start drinking coffee? 2. Dana: I started drinking coffee when I was fourteen. Right around this time I became addicted to coffee too. I drink my coffee black, if you drink it differently you are just wrong. You are just wrong because that is how my parents taught me because milk is added calories and why have those so I drink it black and that is how I have drank it ever since. 3. Me: Can you describe your daily coffee routine? 4. Dana: I have at least two cups of coffee everyday. I always have one when I wake up with breakfast or if I don’t have time for breakfast I have to have the first cup of coffee in the morning. Not because it does anything for me but psychologically it makes me feel better. Its part of my routine. And then I will usually have one in the afternoon, one or two, I just had two a little bit ago actually but usually there is a morning and afternoon one and whether it is multiple in the afternoon or one in the morning or one late at night it all depends on how late I am going to be up, how tired I am, how much shit I have to do. 5. Me: You said you drink a cup of coffee every morning, can you describe this process to me, of making the coffee? 6. Dana: I have a Keurig, actually it is my roommates’ but I use it. I have the little reusable ones because K-cups are bad for the environment, they are kind of killing the environment, fun fact. So I guess my normal routine, sometimes it is a bit more relaxed otherwise I might be getting ready in between, so it depends on how much I have to do that day. On a regular day I would make sure there is water in the Keurig, dump out my grounds from the last one, put in my new grounds and then just put the pod into the Keurig, press the buttons, let it do its thing. Occasionally I will add a little bit of milk in the morning only because I need it to cool faster but other than that if I don’t really care about how quickly it needs to cool I’ll have it black because I prefer it that way. Sometimes I make one and while I am drinking it I make another. It all really depends on how little sleep I got. 7. Me: Is this your only breakfast or do you have food with it? 8. Dana: I try to always have food with it because my stomach doesn’t always do so well on just coffee because that, at least for me, can just be a little rocky. Generally, I will have like a banana. Oatmeal or a smoothie or something like that. It varies on how hungry I am.
61 9. Me: Now lets go to the polar opposite scenario and talk about what a day without coffee would look like? 10. Dana: Shitty! A straight up bad day! Since I have been drinking coffee for so long and I am full on addicted, when I don’t drink coffee and I don’t have caffeine I get withdrawal headaches and those are really, really, really bad. So I guess a day without coffee for me is just like me being in pain and I have better have gotten like thirteen hours of sleep or something otherwise I am going to nap, take a bunch of Advil and nap again and be unproductive. 11. Me: So when you are not making coffee at home, what kind of coffee shops do you go to? 12. Dana: It depends where I am, if I am on campus I will go to Starbucks or Julian’s because it is like right there. And one of my roommates works at Julian’s so I will go and see her and get my coffee because it is good to see her during the day because our schedules don’t always align. But when I am going downtown I try not to go to Starbucks or Peet’s because it is like okay well I can go to those anywhere. I really like cute little coffee shops, I think they are adorable. I keep wanting to go to them more but then I get really busy and forget that there is more to SLO than Cal Poly and more to life than SLO believe it or not. I don’t always know that. So generally I will go, like if I am downtown I will try to go to one of those places. I probably go to Kreuzberg the most just because it is a really, really good study space and they also have food. They have the best breakfast burritos ever! 13. Me: What else about the Kreuzberg atmosphere do you like or identify with? 14. Dana: I just like how it is designed and set up. It feels very homey, none of their chairs and tables match and I just think that is really cool because I grew up just outside of Berkeley and it has a very Berkeley feel and that is one of the things I identify with because that is what the coffee shops in Berkeley are like. I usually go there a lot because the coffee is really good, the food is really good and there is enough tables that I can just study, do a group project. They have outdoor seating. 15. Me: I am aware that you go to Bello Mundo, what is your experience like at Bello Mundo? 16. Dana: I like it, I have been to it before it became its bigger store. It was actually the first coffee shop I had ever been to in SLO. When my parents and I came for Open House during my senior year because we parked and it was right there and it was this adorable little coffee shop. Very good cappuccinos. Now when I went to the bigger store, their coffee is still really good, I had a scone when I was there a few times a go and it is still really good. But the space itself felt a little big. I didn’t really feel like they were utilizing their space very well because one thing I have
62 noticed about coffee shops in SLO is they are also a very big study space for students. I felt like Bello Mundo was kind of trying to work against that with all these signs that said no laptops, or no this or this is a community space but I kind of at least for me is something they should embrace since more students would go there. And know it isn’t just a student town, as there obviously are community members but I think community members would go regardless because no one is going to get upset about a kid looking quietly at their laptop unless they are making a fuss. And then they could have more tables, personally I thought it was just too spaced out, I mean the layout is not super great but like all of the food and the coffee is great but the layout could use some work. 17. Me: When comparing Kreuzberg to Bello Mundo what kind of feelings do you have at each and what is different between them? 18. Dana: I feel like Kreuzberg has a very young feel to it because there are a lot of students there and it is just kind of different and they have concerts there I think, I have never been to one but I see those posters by the bathroom. Bello Mundo has a bit more of a relaxed feel to it as I do associate Kreuzberg a little bit with homework and studying because it is such a hub for that and eating. And Bello Mundo has a bit more of a relaxed feel but it almost feels a little more less welcoming because of the way it is set up. Because I mean when you go to Kreuzberg you are kind of like I mean it is more Bello Mundo is a lot more peaceful and is nice if you are trying to get a cup of coffee and not talk to anyone which I have done before if I just want to zone out. You can’t really do that at Kruezberg because it is really loud but it definitely, the quietness can be a detraction when its like okay well I feel like I shouldn’t be talking if I am going with someone because it is a lot quieter or have to be in the community space but I don’t necessarily want to be there. 19. Me: Concerning making coffee at home and going to a coffee shop, what is probably the biggest difference between the two in terms of what you are trying to get out of your coffee experience? 20. Dana: Well at home I only make a cup of coffee because I just don’t have the ability to, I mean I could try to make lattes and stuff but it would just be too difficult. So when I do go get coffee from coffee shops I generally will, I mean it depends, sometimes I will get a latte or cappuccino while I am there but if it is multiple times in the same week I will just get a cup of coffee or something like that. But generally if I am going to a coffee shop I don’t just get just coffee but I am like well I could of just made this at home and saved myself two or three dollars or whatever. 21. Me: It seems you are concerned with how much money you are spending on coffee in a certain week, so does this tie into any frustration with making
63 coffee at home, maybe not having easy access to making a specialty coffee at home? 22. Dana: Not really, I do like keep track of what I am spending, I have a budget sheet that I look at each month to see what I am spending and ideally I would love to go spend $5 on a Starbucks every single day but that is just not realistic, that is a lot of money so when I am going out and getting drinks and stuff like that I want to make sure it is worth my while. So that is why I don’t usually just get a cup of coffee because I am like well I just could of got a cup of coffee at home. I’m sad that I can’t have a latte everyday but I just don’t have that disposable income where I can just those things on a regular basis. 23. Me: Is there anything about the process of making coffee at home that frustrates you? 24. Dana: I wish I could make things more than just cups of coffee but even if I could, even if I had the machinery to do so I don’t know if I would just because making a cup of coffee at home is so easy and so quick, it is literally like putting the grounds in, then pressing the button and I can do other things while it brews or even if it is a big one like the one I have at home. Like at my parent’s home we have an espresso and a Keurig and espresso maker and a French press, we have a lot, we are very addicted to coffee. But even there I still just make cups of coffee or I will just have he espresso with a little bit of milk because it is just so easy. 25. Me: Going back to Bello Mundo, what associations do you make with the name Bello Mundo? 26. Dana: Doesn’t it mean beautiful world? 27. Me: It does. So what does that make you think about in terms of coffee, is the branding clear? 28. Dana: Well I feel like it was clearer at their other mini store. It seemed like a very world conscious, organic, eco-friendly and that is just kind of what I got from the name. Like they are striving to be not just a cute little coffee shop but like a cute little coffee shop that cares and tries to help the world. I don’t know if I see that as much in the new store. 29. Me: Moving onto your personal life, what kind of social media accounts do you have? 30. Dana: I have a Facebook, Twitter, Instagram, Snapchat, I don’t know what the other options are. 31. Me: So those are probably the one you use most often then? 32. Dana: Yea I would say I use each of those every single day.
64 33. Me: So you are very well-versed in the social media world. 34. Dana: Yes I am. 35. Me: What is your major Dana? 36. Dana: I am a business major. I am concentrating in finance. 37. Me: Are you planning on graduating early? 38. Dana: Honestly I could graduate in three years but I don’t want to so I am finding a way to stay here for four years because SLO is awesome and college is awesome and I don’t want to leave and be an adult yet. 39. Me: Are there any consumer brands that you interact with on a daily basis for example Apple? 40. Dana: Do you mean my iPhone? 41. Me: Yes, so you identify with the apple brand. 42. Dana: Yes I use my iPhone everyday, I shop at Nordstorms, and Made Well and Banana Republic that is one of my favorite stores, I am such a business major, I love business clothes, they are great. My laptop is a Sony. I am trying to think of others if Theta counts as a consumer brand I wear a lot of Theta shirts, that is my sorority. Other than that I wear my Rainbows a lot. 43. Me: So you have quite a bit of name brands that you use on a daily basis, so lets talk about the future now. Where do you see yourself in five years? 44. Dana: Lets see five years would make me 25, well I would have graduated from college, maybe would have gone back to get my MBA, maybe not yet depending on where life/ where I am working because I might not need it. I’d like to be working on the business side of a Tech firm. If everything in my life goes perfectly I would be working for Facebook or Google. But realistically I just want to work in San Francisco because the Bay area is the best area. Other parts of America I am sorry it is just true, I am biased because I am from there. California is the best state, but NorCal is just better, SoCal is pretty good too but NorCal has San Francisco so you know. If I could afford it I would love to live in San Francisco or Oakland. Maybe I would have a significant other at that point I don’t know, maybe I will have a dog. 45. Me: How do you think coffee would play into this future life? 46. Dana: Well I don’t intend on quitting coffee anytime soon. I have tried cutting back on my coffee before it has failed me every time. The first week before school started or the week I had to come down for recruitment prep, I went off coffee for week because I
65 went on a road trip with my brother and had been drinking on average six cups of coffee per day so a lot of it was Starbucks coffee not weak ass gas station coffee but there was some of that. I just had really bad withdrawal headaches for the entire week and I was really tired and as soon as I started drinking coffee again, I had three cups the next day and it did nothing for me. I literally just thought that after this week if it doesn’t make me feel better than just nope. I just felt like shit for a week and then did the exact same thing I was trying not to when I got back. I still tend to drink a lot of coffee. My roommates always make fun of me for this because I always say well why don’t you just ask someone to go and get coffee, which one of my roommates always tells me I sound like I’m 27 when I say that but to me that is like an ideal situation. A good conversation and a good cup of coffee. I could talk to anyone under those circumstances. If I could have a good cup of coffee and a good conversation. If I can’t have the good conversation then I would just go get the cup of coffee by myself. 47. Me: You said you are from the Bay area up North, have you been to any specialty coffee places up there such as Blue Bottle or Stomptown? 48. Dana: Blue Bottle is really good! 49. Me: What about their coffee do you like? 50. Dana: I think it is mostly just the coffee they use, the beans, the grounds, whatever they are choosing to use has always been really good. I do like their other drinks but like I can go get an iced coffee there and be completely, 100% satisfied. 51. Me: So you definitely notice the difference in the flavor? 52. Dana: Oh yea! You can tell a huge difference between the Starbucks and Peet’s level and the specialty coffee shop level. 53. Me: Do you prefer the taste of specialty coffee? 54. Dana: Yes. The way I have always looked at it is, when I was growing up, for example take Starbucks and Peet’s, I definitely had Peet’s more than Starbucks, although I drink Starbucks more now here and if you want to get a latte or a frappuccino or something along those lines, it doesn’t really matter which one you go to because it is the same sugary drink when it comes down to it. But if you want just coffee, go to Peet’s because their coffee alone is better. I don’t drink cappuccinos because they are just sugar but if you want something just basic, you could easily go to a Starbucks but if I am going to go out of my way to have a cup of coffee not in my house it has to be good. 55. Me: Would you say you wouldn’t mind waiting a little bit longer for a very good cup of coffee? 56. Dana: I don’t mind. Because I mean just for me, my mindset is if I am going to a cute coffee shop I am not just going to just leave. If I go to a Starbucks or a Peet’s,
66 90% I am getting it to go. Whereas I don’t generally think of those coffee shops as like getting them to go. Blue Bottle and Ferry Building in San Francisco that are only to go. But usually if I am going to get it, I’m going to get it in a cut little mug and take a picture and put it on Snapchat or something because they have such cute little designs and tasted great. 57. Me: What is the atmosphere of Blue Bottle like? 58. Dana: It is very young, just because you have a lot of the people between, it depends what time you go, if you go on the weekends you get a lot of families but if you go during the week you get a lot of young business professionals. I have always thought this is cool to see because that will be one day. So you have people in their early 20s to early 30s in their business clothes, smartphone in one hand while maybe talking to someone else about numbers like last quarter’s earnings etc. And I am like I just want a nice coffee, I’m sure last quarter’s earnings were fine. 59. Me: Do you tend to go to coffee shops more on weekdays or the weekend? 60. Dana: It really depends, I want to say more on the weekends but is really a week to week basis because some weeks I am slammed and I can barely leave campus and other weeks I have a lot of time so I will just go off campus and just do things. It all kind of depends on how I am feeling that week or how I am doing because if I feel like I can get off of campus or if I could go downtown and do homework I will. But a lot of times it is just easier to stay on campus. That is probably because I live on campus, if I didn’t live on campus I probably would spend a whole lot more time downtown. Because if I lived down there it would make more sense. But living on campus I am going to go to the library or the UU so I am not as motivated to get off campus. 61. Me: Have you by chance been to Bello Mundo’s competitor Sally Loo’s? 62. Dana: I have, they have really good food there. I like it a lot but I don’t necessarily go there just for coffee. I will coffee when I am there but I generally go for their food. 63. Me: How does the layout of Sally Loo’s feel to you? 64. Dana: It is a good layout but there are too many people in the place because they have really good food and there is always a really long line out of the door and I am willing to wait in that line but they could use a place the size of Bell Mundo to keep up with the large amount of people but they just don’t have that space. 65. Me: How does their coffee flavor compare to Bello Mundo, Blue Bottle and Kreuzberg?
67 66. Dana: I really like it, I like just their stand alone coffee. I am not a huge fan of their specialty drinks like their lattes and cappuccinos just because they are good but they are not fantastic. Not up to Bello Mundo or Kreuzberg standard but just their stand alone cut of coffees are really good. 67. Me: Would you go to Sally Loo’s to study or accomplish what you look for in other coffee shops? 68. Dana: I don’t think so because it always is really packed, it gets pretty loud. Maybe on a weekday morning I might go because when I was there recently there were a few people studying but I am thinking if I want to study off campus at a coffee shop, I am going to have more success at Kreuzberg. Just because it is more spacious and Sally Loo’s because it is so crowded I would feel a bit guilty holding this table for a long time when I know others are waiting to sit down. 69. Me: Do you have a favorite place or table in Kreuzberg? 70. Dana: It just depends on which ones are open. I generally don’t sit outside if I am going to do work. Besides when I am not doing work and it is sunny enough which is always in SLO I will sit outside. 71. Me: Thank you Dana for your time and I hope you have a great day! 4.3 Interview Round 2 Danny Shellworth Interview 2 with Bob at Bello Mundo 7:00pm 2/24/16 Bob: I’m a physician from East Coast New Jersey. I came here to study and I got married. 1. Danny: What is your favorite thing about Bello Mundo? 2. Bob: Well there's two things, there's the coffee and then there's the atmosphere. I would almost rate the atmosphere more important than the coffee. 3. Danny: Gotcha, can you call yourself a coffee enthusiast, are you really big on coffee, you know like a lot of people that really like Bello Mundo because of the quality coffee. 4. Bob: Yeah definitely I mean I appreciate a good cup of coffee and their attention to the quality of the coffee. I don't know if I appreciated as well as I could but I definitely do pay attention to the quality of the coffee.
68 5. Danny: Okay so would you get coffee at Starbucks kind of place? 6. Bob: Yes I would get Starbucks if I was on the road but I would never go into a regular diner and get a cup of coffee because it is not worth it to me. 7. Danny: Okay I understand what you're saying. Now I know that there's different sections of Bello Mundo, do you like that there is separation between the laptop area and the Community area that you normally go to or gravitate to? 8. Bob: I would say that I mostly hang out at the counter there but there is no area in particular where I find myself, I normally gravitate toward people that I know and go toward them wherever they maybe sitting we have a couple of guys they come in the morning that I'll sit with them so I'm either here or alone or I see people I know. 9. Danny: Okay so do you know people that regularly come in and are you friends with them enough to hangout with them and do you plan that or is it just kind of an all show up and hope that someone here and the majority of the time someone is here. 10. Bob: It’s more like I'll just come and I'll see a regular person and start talking to them ability are about 7:30 or about 9, I mean I'm all over the board and then there is usually one of eight people here that I can see and talk to. 11. Danny: Now is there spot that you like more than others or are you just going to these certain tables because there's someone there before you? 12. Bob: It really depends on the crowd here but a lot of the time I will go to a two-person table or the bar like if I came and and now and I was by myself I would probably go in the chair right there, the cushiony chair 13. Danny: Okay gotcha see you just wait for someone to come in and play everything by ear. So do you ever go to the laptop areas and use your laptop? 14. Bob: I’m in that area over there it’s a laptop area but that’s a sticky situation because there's always going to be the people who don't listen or apparently don't see the sign but for the most part it is pushed to the back of the store. 15. Danny: Okay, do you normally eat something here or bring food in or wish that they had food for you to get other than a muffin?
69 16. Bob: No but sometimes I'll get a muffin but that's really all that they have here and I don't really want them to get food here because if they do it will be more popular and busy and I understand from Jonathan's perspective that he might want more people coming here but personally if a lot of people show up then they will crowd the place and the atmosphere won't be the same. 17. Danny: I know what you're saying it would probably turn into a place like Sally Loos that is mainly always crowded and serves expensive food. 18. Bob: Yeah it would just change the atmosphere completely with the food, the smells are different it's pretty much just coffee here if you don't want coffee or tea or not to come here. 19. Danny: Okay make sense it sounds like is a different entity in a separate entity and it sounds like that you would rather keep it that way. 20. Bob: Yes I would but it is up to Jonathan and I understand that he has to make money. 21. Danny: How do you feel but the upgrade in size from the old coffee shop? 22. Bob: Personally I like the other one but it is different, see you can't really compare the two for the other one was very small and if you like coffee or muffins you would go there and get that but they do a great job of expanding in keeping it quaint but also a much larger space. 23. Danny: So what do you do when you're here with your friends or when you're by yourself? 24. Bob: Like I said before I just live up the street so I just come down and if anybody is here I hang out with them grab a cup of coffee and shoot the shit. 25. Danny: Yes this is like this is the only place in town that you can really show up and know people from the community. There are other coffee shops in the area and it doesn't seem like those coffee shops have the same vibe that this one does? 26. Bob: No they do not I've been to all of them, Bello Mundo is definitely my favorite when it comes to community and coffee for that matter.
70 27. Danny: How do you feel about there being two separate sections for Technology and community do you like the aspect of that or do you think it should all the community? 28. Bob: To be honest I know that you're a student is everything but I could live without the Wi-Fi because I don't use it and I think the place would be better if people weren't on the laptops at all times but I understand that Jonathan needs to make a living and a coffee shop without Wi-Fi would be look down upon and not as many if you would come to the shop to buy coffee in that case. 29. Danny: Interesting, I do like how they're two separate areas though because it does show that Jonathan is making an effort to keep the community portion alive as well as accommodate the College kids that saturate this area. 30. Bob: Yeah he's trying as you can see that is the only place with power outlets is in that room over there he's trying to not be too aggressive or harsh but he definitely wants the community aspect to be greater than the laptop studying aspect. 31. Danny: Yeah makes sense it seems like his best solution for the time I never heard anybody that's upset about that aspect of Bello mundo. 32. Bob: Yes it seems like it's working pretty well, there's no military here like he wouldn't say anything to me if I pulled out my laptop but he's trying to say just give it a rest or don't set up shop. 33. Danny: Yes that makes sense he's allowing the coffee lovers to enjoy the coffee whichever way they want without being overbearing. Now do you take the quality of the coffee into consideration when coming here? 34. Bob: Yes definitely I think this is one of the best cups of coffee that I've ever had for sure and the best in the area as well as the atmosphere but the passion that Jonathan and his workers have for the coffee and tea is outstanding, you can walk up to the counter and ask for the recommendation and they can tell you anything you want to know about a coffee how it’s made and give you description. You can tell that they are really passionate about the coffee and that's what I like. 35. Danny: Yes it definitely seems like Jonathan knows what he's doing and knows what direction he wants to bring the company in.
71 36. Bob: He does, he trains the workers so that they are almost as knowledgeable as he is or as close as possible. 37. Danny: I’ve noticed they're very knowledgeable. Now would you ever grab a cup of coffee to go from here or do you always drink in? 38. Bob: I normally try to drink in but if I really have to go all grab a cup coffee from here it's the only place I go . 39.Danny: Do you ever grab a Starbucks coffee? 40. Bob: Yes but only if I didn't think I had enough time to come here or if I wasn't close to here. 41. Danny: Gotcha now do you ever make coffee at home? 42. Bob: Sometimes I make coffee at home when my kids come home that I don't have enough time to go out and they do not want to leave the house I will make coffee at home and I'll buy beans from here so that I can make them in a French press at home but other than that I always like to get out of the house and come to this place, it’s kind of like my second home. 43. Danny: Okay gotcha, so do you have any recommendations I know you mentioned earlier that you would not necessarily want to food but is there anything else that you can think of that this café lacks? 44. Bob: I don't know if you drink beer but I think that this place could use about four taps of microbrew beer in the back for the time when people show up and don't want to drink caffeine but come here for community reasons it wouldn't be a bar or anything but I think people would enjoy a nice beer and I think they should team up with a brewery In town and help out the community that way. 44. Danny: That’s a pretty cool idea I think that they can use that. Well thank you so much Bob I think that's all I have to ask you to have anything else you want to say before I take off? 45. Bob: No I think that's good thanks for the interview Danny. And good luck with your research I hope you guys make this place better even though I love it already. 1. Justin Dhillon
72 2. Interview Round 2 1. ● Hey Nick good to see you again! Happy to be back ● What is your favorite thing about Bello Mundo? I like their coffee, when they actually poor good shots, which is most of the time. ○ What does that mean? You can burn it or not do it right to make it bitter, most of the baristas do it well. What I like most about Bello is the coffee and the chocolate chip cookies. ● So, would you say you like their food selection? Would you, like if they had more options than they actually have. If they expanded their food, they would have to add more tables, because the tables they have are not really for food. ● Personally though, do you like the food options they have? They have like a few good items, I wouldn’t say they need more. Personally, I don’t think they would need to expand to things like sandwiches or anything like that. 2. ● Where is your favorite spot to hang out inside of Bello Mundo? I usually have my laptop so I am usually on the laptop side. I like the tables for 4 because there is usually like 2 or 3 of us there. But I also do like their community area a lot when I don’t have to be on my laptop or study. ● Do you usually bring a friend to Bello Mundo? Yes, almost always go with friends. ○ Do you guys eat something? What? Do you share? Every time it is a coffee and a cookie. 2 of us always order that and our other friend just orders like 8 cups of coffee. We do not usually share haha ○ Is there any type of food that you normally eat with your coffee, that you wish Bello Mundo served? Special Argentine pastries that I am fond of haha I mean the have bakers, I’ll give them a recipe, they’re pretty good! I’ve tried a few things and what I really like are the cookies and these gluten free chocolate chip scones. I mean they’re gluten free so they have a weird texture if you pay attention to it. What do you spend most of your time doing in Bello Mundo? I’m usually in a group so talking or hanging out, studying but not like head down with headphones in. There is still like chatter, I go there to do work but mainly socialize. If it’s with my friends or even the baristas, their staff is really nice. ● Do you sit in the community area more or the work space? Most often I sit in the work are but I do really like the social area.
73 3. ● What about Bello Mundo’s layout and design do you like? I like how big it is and that it has a lot of tables, I like the big bar and that it’s really open to the customers and that you can see the baristas working it’s kind of nice. I like their stool set up. They have a really good space to table ratio, it’s not very crammed. -What don’t you like about it? If I could change something in their layout, I would have stools with backs, that’s it. ● What is your ideal atmosphere in a cafe? -Quiet? -Spacious? I think what they have now is pretty good. As far as their atmosphere there is a few things I would change, but they are nice upbeat, have good music, good people working. ● What about the atmosphere would you change? So when I go there and do homework, you want to use the internet, I have to use the internet to do homework. I can do it here but I like doing it with coffee, and I buy a lot of coffee. So I’m trying to be nice but I want to use the wifi when I’m there. A lot of times these people come in and are these super bandwidth users and they’ll sit there for hours and hours. I will leave and come back and they will still be there. I can’t do anything because 2 or 3 people sit down and start streaming games for 12 hours at a time. That legitimately effects the environment because I can’t do anything when I am there, I just have to drink my coffee and go which makes me want to not be there. But that is definitely something I would change or have a policy on. I usually stick to every 2 hours I buy a cup of coffee because it’s just the right thing to do instead of just taking up there space. ● For the wifi situation, do you think there needs to be a new policy or just more bandwidth/ better wifi? What it boils down to, they need 2 things. 1 a better policy on like a time limit stating you have to buy a coffee every 2-3 hours you’re there. It’s like the parking meter, after 2 hours you need to fill it up again. But what they can also do is there is this thing called a captive portal which basically allows them to monitor and see who is doing what and you can divide the bandwidth based on that. It’s just annoying because I love going there and being around their environment but this irritates me. ● Ok, speaking of the environment, does the type of music playing affect your experience in the cafe? Most of the time I like the music, sometimes it gets a little weird, but I know who’s playing it which is one of the baristas being funny and I’ll think it’s funny because I know them and we will share a laugh. If you don’t like the music just put in some headphones. ● What draws you to Bello Mundo and not other cafes? Their coffee and cookies are good, also there staff is really nice, they know me by name and are just genuinely good people. ● When you go to Bello Mundo, do you usually order to-go or do you dine-in?
74 Most of the time I stay, I’d say 95% of the time I’ll stay. 4. ● What makes you feel welcome/ is inviting in a coffee shop? The baristas being friendly, they know me by name and I like when they give me suggestions. I think it all just centers around the baristas being nice, makes me feel warm and welcome. So I’ve already talked to you about how you make your coffee at home and what you use, but do you have a favorite place in your house that you drink your coffee? My desk Closing How would you sum up your experience at Bello Mundo? I’ve had a really good experience, overall it’s been great. I think it was a lot better last quarter because it wasn’t as crowded and I had a better schedule where I could go, but now I have issues with being able to work and not being able to work. Last quarter I’d say 10/10, this quarter I’d say it varies from a 7/10-10/10. It’s never terrible, sometimes I just get frustrated. Luana Durand Round 2 interview: 1. Me: Thank you so much for meeting me again. So last time we talked about basic questions about coffee and why you like coffee and how it makes you feel but this time we’re going to talk more in depth about coffee and specifically about Bello Mundo and your thoughts towards the café. Ashley: Okay, sounds good! 2. Me: Tell me about some of your favorite things about Bello Mundo? Ashley: Well I like sitting in the front by the window to work on homework and study because I like watching as people walk by and it’s quiet and a nice environment. And they have some of the best coffee and yummy cupcakes (laughs). 3. Me: Okay. Umm, what do you usually like getting coffee wise there? Ashley: Well I’ve only tried their lattes that are really good but I plan on trying more because I saw other people drinking things that looked really good and I’m excited to try more drinks there. 4. Me: Umm based on the lattes that you’ve bought there would you say their prices are comparable say to the Linnaea’s, or Scout’s or eve the none specialty coffee places in SLO? Ashley: Um I’m trying to remember what I paid, but from what I remember it wasn’t expensive and it was very comparable.
75 5. Me: Yeah if the price was too much you would have definitely remembered that being a factor. So you would go back again then based on the prices? Ashley: Uh uh, I would definitely go back. 6. Me: Okay. And when you go to Bello Mundo do you usually go by yourself or do you bring a friend with you? Ashley: Usually I like studying by myself because I’m easily distracted (laughs) but I think it’s a place that I could do like collaborative work like group projects if I wasn’t distracting other people too much. I think that would also be a place to go. 7. Me: Okay. And since you don’t bring friends usually, if you were to bring a friend um where do you think you would sit? Ashley: I would probably sit in the back so we could talk and get some coffee and catch up. I think it’s a place I could bring a friend to just catch up and kind of talk about our lives. 8. Me: So if you were to get anything at Bello Mundo, what would you get? Ashley: I think it just depends; I would probably get a cupcake though. 9. Me: Would you share the food you get or is the food available not really shareable in your opinion? Ashley: I think it would be based on my mood, I think everything is shareable if I felt like sharing or how hungry I was. I mean I would never share coffee but pastries yeah probably. 10. Me: So when you drink coffee do you buy food with it? Ashley: It just depends on if I’m hungry; if I am I’ll buy something. 11. Me: Okay what would you normally buy with your coffee if you were hungry? Ashley: It just depends on my mood, but I usually buy the sweet things, like cookies or muffins. But if I want something healthier then I’ll get like fruit or almonds or something but I usually break the sweet cravings and get something sweet. 12. Me: If there was a wide selection of foods like oatmeal and fruits, and lunch and dinner foods like sandwiches and salad boxes would you be more inclined to go to that café because of their food selection? Ashley: Maybe. I think if it was well priced probably because I don’t know but Starbucks is pretty pricey for such small portions. So if it were comparable to restaurants and well priced then definitely that would add to the café.
76 13. Me: Yeah so umm since there’s two different sections for the community and technology use; how do you feel about that? Do you think that separation is a good thing or bad thing? Ashley: I think in theory it’s a good thing but practically it’s not. Like I don’t think that for other group projects and I was being really loud I think I would be disruptive of some of the other people who are just talking and being quieter. So yeah in theory it’s a cool idea because technology is just too much these days but for like a study space it’s a little impractical. 14. Me: Okay and what do you think about the seating? Do you think the seating is okay? Ashley: I think it’s a cool set up but what a café is normally used for I think people would be inclined to do collaborative work in the back and if there’s too much of a separation of different things you can do and it would be limiting to people and that makes it kind of hard. 15. Me: So based on the seating and chairs since you talked about the layout, how does it make you feel? Ashley: I definitely think that if there were more comfy seating that would just make people feel more comfortable and more chilled like they were at home. I kind of feel like the seating now makes you feel less relaxed. 16. Me: What are your thoughts of the atmosphere? Like space, loudness and anything else you can think of. Ashley: I mean I think their space is really cool and I really like the environment for studying and the music isn’t overpowering making people have to talk louder over the music like some cafes. I think more variety of seating would make it really nice to so people had options to sit also. 17. Me: So what draws you to a café in general? Ashley: Umm I don’t know just like good coffee, good food and options, big area to study, and just get away from the library and go somewhere else and like a different environment to change it up. So ya. 18. Me: Does any particular music affect your experience in a café that you go to? Ashley: I think the music should be more background music rather than the primary noise in the café. I think otherwise I would be really distracted if it’s too loud and then people are talking really loud over the music. I think chill vibed music would be good. 19. Me: How do you feel about customer service at Bello Mundo?
77 Ashley: Yeah I have no complaints about them at all. They’re friendly and I mean I would expect a little wait time for their lattes, which I don’t mind. 20. Me: So wrapping it up; so ultimately what would make you feel welcome or invited into a café? Ashley: I think it’s a lot of aspects combined. I think it’s the general atmosphere, which includes a lot of things like music, like people, level of noise, and the area has a comfortable place and good environment to study or whatever you’re trying to do. 21. Me: Yeah so specifically what attracts you the food and coffee or what? Ashley: I think coffee is the biggest pull for me and I think seating is a huge thing because a lot of the times when I go to a café they never have seating so I already am drawn away from that café. 22. Me: Okay and so based on our last interview you said you like making coffee at home in your espresso machine, where do you usually sit at home? Ashley: Well I usually take it to go, but if I’m drinking coffee then I’ll sit on my bed. 23. Me: So is that what you do at coffee places too? Ashley: Yeah I usually take coffee with me unless I’m going to a café specifically to study and get something done. 24. Me: Yeah so that’s it. Thank you so much again for meeting me a second time. Ashley: Yeah of course. Glad I could talk about coffee some more. Jessi Biagioni Second Round Interview: P1: Jessi: Hey Emily how was your day! P2: Emily: It was long but it’s nice to finally be home and relax now! P3: Jessi: Yeah it definitely is I’m exhausted! P4: Emily: Me too. Okay let’s start this interview! P5: Jessi: Alright great! So what is your favorite thing about Bello Mundo? P6: Emily: I love that the atmosphere is always nice and bright inside and it’s a great place to study. The coffee is great too; my favorite drink to get is their almond latte. I also just found out that they make their own almond milk which I think is so cool. And the baristas are always friendly. P7: Jessi: Oh okay that’s interesting! So would you say you go there more for the atmosphere or for their coffee? P8: Emily: That’s a tough one.. I guess if I do happen to be downtown Bello Mundo is the café I go to because the atmosphere is just great and it’s just somewhere I like to
78 hang out at. The music is kind of calming and not too loud and I like all of the wooden furniture inside, it’s all very laid back P9: Jessi: Where is your favorite spot to hang out inside of Bello Mundo? P10: Emily: Hmm.. I don’t really have a specific spot I have to sit at when I go to Bello Mundo but I do like spaces where there is a decent amount of space so I’m not crouched when doing homework. I also like a spot where I can observe people or the baristas. That’s sounds creepy (laughs) P11:Jessi: It’s not creepy! I do the same thing (laughs) so do you usually bring a friend to Bello Mundo? P12: Emily: yes sometimes! P13: Jessi: Okay and do you guys ever grab anything to eat? P14: Emily: Yeah we usually will get a pastry or something. We don’t usually get food that often. P15: Jessi: Oh okay, and is there any type of food that you normally eat with your coffee, that you wish Bello Mundo served? P16: Emily: Hmmm maybe healthier alternatives to pastries, I feel like they are so choloric and so much added sugar so maybe lara bars? Or some kind of healthy energy bars P17: Jessi: Oh okay that’s really interesting! And do you think you would share an energy with a friend? P18: Emily: Hmm I think we would just get our own. P19: Jessi: Okay, is there any food that you would share if Bello Mundo offered it?? P20: Emily: I guess maybe a fruit platter or something? I would just like it if Bello Mundo served healthier food in general, that would be awesome! P21: Jessi: Oh okay! So what do you spend most of your time doing in Bello Mundo? P22: Emily: Homework! I really like to go there for homework by myself. Or I will go with my friends at night. P23: Jessi: Awesome, So how do you feel about there being 2 separate sections for technology and community? P24: Emily: I love that about Bello Mundo I think it’s very unique and its very helpful especially living in a college town. P25: Jessi: Definitely! What about Bello Mundo’s layout and design do you like? P26: Emily: I like that there’s a lot of table space to do homework which is nice, some of their table are wide so you don’t feel overcrowded and everyone usually finds a spot. P27: Jessi: Alright, and is there anything that don’t you like about it? P28: Emily: No I love everything. P29: Jessi: Everything? There’s not even one thing you would change? P30: Emily: Nope, I think everything is perfect there! P31: Jessi: Interesting, okay. So what is your ideal atmosphere in a cafe?
79 P32: Emily: A café that’s not too big but not too small, light music and not too crowded to the point where I can still focus, lots of table space and chairs, and outlets, and clean! P33: Jessi: That sounds great. Does the type of music playing affect your experience in the cafe? P34: Emily: Yes oh my god the music was so loud at another café I went to, but if I’m not trying to study I really like it. P35: Jessi: What draws you to Bello Mundo rather than to other cafes? P36: Emily: They have drinks I know that I like and I feel like they are always consistent and the prices are fairly reasonable. P37: Jessi: When you go to Bello Mundo, do you usually order to-go or do you dine-in? P38: Emily: It’s usually half and half, if I’m with friends I will stay but if I’m alone I will order to-go P39: Jessi: That makes sense. Are you satisfied with the customer service? P40: Emily: Yeah the people are usually always friendly and sweet P41: Jessi: Alright and what makes you feel welcome/ is inviting in a coffee shop? P42: Emiy: The overall atmosphere and the workers and the smells P43: Jessi: Oh okay, and when you do make your coffee at home, do you have a favorite place in your house that you drink your coffee? P44: Emily: When I’m by myself here at Cal Poly I drink it in my room and play music. But when I’m back at home in Sunnyvale I like to drink it at kitchen table with my mom. I like to be in a comfortable place where I’m not rushed P45: Jessi: Okay! And lastly how would you sum up your experience at Bello Mundo? P46: Emily: hmm, I’m always satisfied and I leave feeling like I was productive there and especially having the coffee allows me to be productive. I go knowing that I will always leave satisfied so I never have to worry. P47: Jessi: Great, thank you for this interview, I appreciate all of your input! Emily: No thank you, it was fun! Second Round Interview Casey 1. Me Hello Miranda (M), can you tell me a little about yourself? 2. Miranda (M) My name’s Miranda, I’m from Seattle, Washington. 3. Me How does being from Seattle affect the way you enjoy your coffee? 4. M I feel like the café culture away from the stereotypes is definitely more enhanced in Seattle. Besides the coffee itself, that is important, the whole café vibe and interior that accompanies with the café is important as well. 5. Me Okay. What is your favorite thing about Bello Mundo? 6. M I think it’s the space and the convenience that it’s so close to campus. It’s just somewhere that I can study at.
80 7. Me So you would go to Bello Mundo more to study then to socialize…would you say that’s true? 8. M Yeah, yeah. 9. Me When you go there to study, do you usually go by yourself or do you go with other people? 10. M I typically go with other people. 11. Me Is there a reason that you go with other people, or…? 12. M It’s just mainly something like “Okay, do you want to go downtown and study?” So then “where do you want to study at?” And then it’s the convenience of the space of Bello Mundo that’s “okay, let’s just go there instead.” 13. Me Okay, so normally when you go to Bello Mundo, what do you order? 14. M Typically their ice tea or café latte. 15. Me And with your drink do you usually order anything with it? 16. M Mmm, not really, it’s usually just the drink. 17. Me Have you tried any of their pastry options? 18. M No I haven’t. 19. Me Is there a reason why you haven’t? 20. M Umm… not really. I think it’s just that during that time frame, when I do go, I’m not hungry or just not interested in eating something at that time. 21. Me So would you say it’s more like you’re not hungry at that time, not because it’s not appealing? 22. M Yeah. 23. Me Is there anything that could make the pastries more appealing to you even if you weren’t hungry? 24. M I don’t really pay attention to their pastries…But I think just where they place it, or having a menu would help a lot because where they place it now is just on the side of the cash register. So like I see it but oh, okay, that’s it. 25. Me Okay. So what about Bello Mundo’s design do you like? 26. M Interior structure it’s very spacious and I like how they offer a lot of outlets, versus all their competitors. It’s very clean-cut. 27. Me What kind of vibe does it give off to you? 28. M It reminds me of just a college, studying place…It’s convenient, right when you walk in everything’s very minimal so you’re not overwhelmed by a lot of stuff. 29. Me So what about the layout and design do you not like about it? 30. M How they only offer outlets in that small, niche area, the bars. I definitely feel like they could add a lot more outlets and more bigger tables, like for studying groups.
81 31. Me Do you like the fact that Bello Mundo has that community center where there’s that no laptop space? 32. M I do, but I just don’t use it. 33. Me So what is your ideal atmosphere in a café? 34. M Very laid back, and relaxed…how it’s not really noisy where you can’t focus on your work. It’s very warm instead of dark and it’s very well-lit on the inside. It’s very minimal… 35. Me For it being well- lit, what do you consider well-lit? 36. M Instead of using the lighting fixtures of it just being white or blue tones…more warm. 37. Me Like a yellow light? 38. M Yeah. 39. Me Would you say you like the lighting they have at Bello Mundo right now? 40. M Yes I do. 41. Me So you wouldn’t change anything about the lighting? 42. M Nope. 43. Me You were talking about earlier how there weren’t enough outlets, and how there should be bigger seats, or bigger tables for groups…Besides just studying areas, if you were to go there just to hang out, what would make you want to go there, in terms of layout, to hangout? 44. M I feel like as of now, just to go there for more socializing, it’s fine because the table space that they offer and the drinks list that they offer, you’re not overwhelmed by what they offer. It’s spacious too. 45. Me If they added more tables, do you think that would take away from their spacious feel? 46. M Definitely because in the entrance way, you can see that they can add more tables but because there aren’t any, you’re able to walk around more freely. 47. Me Is that benefit greater than having more tables to sit at? 48. M Not really…for me personally, I rather have a little more tables than that amount of space. 49. Me Okay, so does the type of music playing affect your experience at a café? 50. M Definitely. 51. Me Like what type of music? 52. M Like more mellow, acoustic versus something that’s heavy rock in a café. 53. Me So you don’t really notice the music that much…as long as it’s kind of a mellow melody?
82 54. M Yeah, as long as it’s mellow. But I don’t notice it that much because most of the time I just have my headphones in. 55. Me What draws you to Bello Mundo and not other cafes? 56. M *Smiling sheepishly* The space and the outlets. *Laughs* 57. Me So those are your two top main things? 58. M Yeah. 59. Me In terms of the coffee itself, do you notice that there’s a difference in Bello Mundo’s coffee versus other competitors’ coffee? 60. M I haven’t drunk much of other competitors’ coffee and I’ve only had Bello Mundo’s once and I thought it was okay for the ones I’ve had in the past. For other competitors, I’ve had Black Horse and that was okay as well. I’ve been to Scout, but I never had their drinks before. 61. Me So would you say you’re pretty satisfied with every order you’ve had for a drink? 62. M Yeah. 63. Me When you go to Bello Mundo, do you usually order to-go, or do you dine in? 64. M Dine in. 65. Me Are you satisfied with the customer service they offer? 66. M Definitely. 67. Me Why do you say that with such enthusiasm? *Chuckles* 68. M I never had a bad experience with the customer service and everyone of them was very friendly…and they made an effort to have a conversation with you instead of trying to get you to just order. 69. Me What makes you feel welcomed or is inviting in a coffee shop? 70. M Like I’ve said before, it’s the whole vibe, the interior structure, and the workers for sure, how they’ll greet you. I think for me, just walking into a café and expecting that hit of coffee scent. 71. Me So just kind of that aroma in the air is really important too? 72. M Mhmm. 73. Me So in terms of décor, for you, does that play into how you feel about the coffee shop? 74. M Uhh…yeah. For someone like me, like what I prefer in interior design, is very minimal so I have been to ones where it’s just overflowing with décor, like every inch…where certain things don’t match also. For Bello Mundo, they don’t have much going on (which is what I prefer) and the exposed brick walls also. 75. Me If someone asked you, “What is Bello Mundo like?” How would you answer them? 76. M Chill. That’s basically it.
83 77. Me Okay. Do you ever make coffee at home? 78. M Yeah. 79. Me What do you use to make the coffee? 80. M At school, I basically just drink instant, but at home I have the Keurig and a French press. 81. Me Do you feel like because you have a French press and a Keurig, that can give you the same coffee experience as if you went into a café? 82. M Not really…because I don’t have all the espresso machines or the foam machines. Definitely when I’m home or I make it myself, I look for easy and convenient, to make. 83. Me So it’s not really like to enjoy the coffee as much but it’s more to get the coffee in your body…? 84. M Yeah. 85. Me Then, would you say you’re more comfortable in a coffee shop drinking coffee or are you more comfortable drinking coffee at home? 86. M Either one I’m comfortable in. 87. Me Can you explain a little more why you’re more comfortable in either one? 88. M At home it’s more like a quick and stiff fix, but in a café it’s more that I sometimes feel bad just going in to study when I don’t purchase anything, so I just buy a coffee or a tea to contribute to their sales. *Laughs* 89. Me How would you sum up your experience at Bello Mundo? 90. M I would say that it’s nice. I’ve gone there already multiple times this school year and it’s the café that I go to the most out of everyone else. It’s just the space and the outlet and things like that. Other than that I see a lot of college students in there and families, and some people just hang out in the no laptop zone to just read. It’s just very relaxed and people typically leave you as is if you’re doing stuff. 91. Me Okay. Is there anything else that you think I should have covered or that you would like to talk about? 92. M Not really. 93. Me Okay, well, thank you for your time. Maria Rosignuolo Interview Transcript 2 Prior to beginning the interview, Euripides (she wished to be called Euripides to remain anonymous) and we introduced ourselves and exchanged backgrounds. She let me know that she is usually at Bello Mundo every weekday for her morning coffee before heading to her tai chi class. Therefore, I decided to exclude my grand tour questions from the interview 1. Me So, what would you say is your favorite thing about Bello Mundo?
84 2. Euripides It’s kinda got a community atmosphere and, uh, I think Jonathan is the one that tries to propagate that feeling. Uhm, I come with a group of older people, obviously, hahaha. And we come here several times a week just because it’s a nice gathering place and it’s not offensive and the coffee is absolutely the best. And we all agree that the people that come here, uhm, are mostly travelers from different parts of the world The coffee here is the best. None of us have found anything that comes up to this standard. 3. Me Oh, and you’ve tried other kinds of coffee shops…? 4. Euripides Oh, yes, yes. This is the premium chop, yeah. 5. Me Honestly, I have to agree hahaha. I love this coffee. 6. Euripides I hate to say this but it is better than anything I’ve found in the Bay Area. Yes, San Francisco has a lot of coffee. I come back home and this is what I like. But I do like the fact that it’s not age limited in here – it’s for everyone. Not just students. And it’s not just a student oriented coffee shop ‘cause that’s what happens with a place this size, usually. It was kinda my fear when Bello Mundo went from that really tiny – I don’t know if you’re aware that they had a very small shop (I nod my head). I had been going there for maybe 3 years before they moved over here. And I liked it there. It was a little inconvenient because there wasn’t any space to sit but we usually took a cup and went upstairs across the street and then came back and returned the cup because of the space. And the coffee was so good and we were excited about this place opening but I personally was a little afraid it wasn’t going to work because it was so big. But because Jonathan is at the helm, it’s got that community atmosphere about it and it makes it just kinda like a home atmosphere; it’s nice. 7. Me Mhm, yeah. I definitely feel that too when I’m in here. And you mentioned that you feel that it’s this way because of Jonathan. I was wondering if you could expand on… kind of Jonathan’s role in making this feel community centered? 8. Euripides Well, even his employees… he’s into the uhm… he treats his employees with respect. He also trains his employees as if they are a part of this. This is just my understanding but I’m not sure exactly about the timeshare thing? Not timeshare, I’m sorry. If at the end of the month there’s extra profit, it goes to the employees and I think that’s a marvelous thing. I’m not sure of the ins and outs of that, I may have that wrong but I think I have the idea right hahahaha. It’s wonderful and I guess that’s why he keeps a lot of his employees. It’s fair treatment. I noticed he has more people hired, haha. And I like coming in and having the baristas know who I am and they obviously know exactly what I want, hahaha. 9. Me Is this your own cup?
85 10. Euripides Yes! 11. Me Awww! 12. Euripides Yes, I bring my own cup, hahahaha. And sometimes if some friends come in before and, uhm, they say “Euripides is coming” it’s like it’s like “Ok, my coffee’s already ready, you just walk in the door and it’s just really nice!” I just like that attitude towards the customer. Because I’m not the only one that they do that to. And I think one of Jonathan’s main things with his employees is that you get to know your customers and you get to know your customers by name. And that’s kinda… that’s kinda neat. It makes me wanna come back. 13. Me Yeah, it makes you feel special! 14. Euripides Very! Even though I know they do it to 10,000 other people! Hahahaha. It doesn’t matter! Hahaha. And as you and I were talking about a moment ago, it’s word of mouth. When they first opened I thought “Well, this isn’t going to work” And then a team of us people from the tai chi class, which is right around the corner, came walking in and the place was full! Hahaha. So, yeah, I’m amazed at how he’s got this going. And of course his personality is very soft. So, therefore, when it comes to getting permits and getting things done, he doesn’t just ramrod stuff through. We often go up to him and say “Jonathan! I think you need more tables” or “I think you need more chairs” and he nods and he’s very calm about it. They don’t show up right away, of course! Hahahaha. Because he’s waiting. He sits back and he kinda waits to see what’s happening and who else is involved. Yeah, he has an extraordinary approach to business. It’s not the typical business “Let’s go out, market, and make money” I think he’s more into… this is a community-based environment and coffee is what brings it together. He spends his morning grinding coffee. Every morning. Because every morning it’s ground and if there’s anything left, they toss it at the end of the day because he’s done so much studying of the coffee itself that it’s not good after, I think, I don’t know why the number 15 hours comes to my mind, I’m probably wrong. But, there’s so many hours that you have to make that coffee before the ground coffee doesn’t taste right. And, I don’t know if you noticed, the employees at the bar they make sure there is the correct temperature and the timing is absolutely crucial as to when they make the coffee. So every cup gets its attention. I tease them because some of them have mastered the little pictures and some of them haven’t (hahaha). The cup that I’ve seem to have brought in is a challenge for everyone because it’s deep (haha). I mean, even Jonathan finds it hard to make pictures in this cup, so… And that in itself makes it another reason to keep coming in
86 because you have a personal… it’s not just Jonathan, it’s everybody. All the employees make me feel that way. 15. Me That’s really great! It’s really important. 16. Euripides I think so! 17. Me Uhm, you mentioned a little bit earlier when you were describing the place, that you felt it wasn’t “offensive”. I was just wondering what you meant by that. 18. Euripides “Wasn’t offensive?” When was I talking about that… hahaha. Oh! Well, it’s not full of strollers to roll over when you go to get your coffee. It’s not full of dogs. Uhm, it’s an atmosphere where you can come in and sit down and relax. And it’s not full of hubbub and it’s not pushing. It’s not pushing their coffee; it’s not pushing anything. They don’t push. And a lot of coffee shops push “let’s get them through, let’s get them through” and “ok here’s your coffee, here’s your coffee” and the coffee is okay… but I’ve been pushed through one end of the line to the next. And I guess that’s what I mean about offensive. It’s a really laid back feeling no matter how busy they are, it’s still this nice atmosphere. And I don’t get shoulder tense when I walk in hahahaha. 19. Me Yeah, so I feel like that really makes Bello Mundo a great place to come out to. So, you did mention that you like to bring your friends. Uhm, when you come with your friends do you usually buy anything to eat? 20. Euripides Uh, yeah, some of us. I personally don’t because I like the coffee taste so much that if I have anything else, I can’t taste my coffee hahaha. The coffee is so good, I wanna taste the coffee. 21. Me So, you and your friends usually come for the coffee? Not really for food… 23. Euripides Yeah. The food is good. It’s really good and my friends are usually buying the sweets but that’s just an individual thing. 24. Me Mhm, so then at home, or any other places when you drink coffee, do you usually only drink coffee as well? 25. Euripides Right. That’s just a personal thing. Hahaha. 26. Me Yeah, hahaha, I’m just wondering. I think I’m the same. I just drink coffee, haha. 27. Euripides Oh, I thought it was just me! Hahaha. 28. Me No, see, now it’s me too! 29. Euripides Yay, that makes me feel a little bit better, hahaha. Because, you know, they often say, “Well, why aren’t you getting something to eat with that?” Well, it’s because I like the taste of coffee! 30. Me No, I completely agree! I definitely just like to drink coffee. I don’t want something spoiling the taste.
87 31. Euripides Exactly! And the sweets are great but maybe later… like an hour later… hahaha. 32. Me Hahaha. So, when you usually come into Bello Mundo, what would you say you spend most of your time doing in here, besides drinking the coffee? 33. Euripides Friends. It’s a great meeting place. You know, I’ll say “Meet me at Bello Mundo” That’s the place to go! Well, sometimes I do come in by myself. It’s just pleasant to sit here. Either read, or stare out the window or people watch or, yeah. But mainly it’s with friends. 34. Me You mentioned a lot of travelers come through here. So, when you’re here with your friends or by yourself, would you say that you mostly stick to your friends or do you also like to branch out? 35. Euripides I guess I didn’t make that quite clear, I meant that all of my friends are travelers. 36. Me Oh! Hahaha. 37. Euripides Hahaha, but I have seen a lot of travelers because there’s different languages being spoken. I’m assuming… maybe that’s the Cal Poly students. I don’t know. I’m just aware of the languages spoken. And maybe they live here, I dunno. So I would say it’s a pretty diverse place. 38. Me Mhm. So, do you branch out and talk to other people? 39. Euripides Well, often times what happens is the group of people that I come with after the tai chi class have other friends that have started coming here. So, usually there’s an interaction with those friends and the group gets bigger, hahaha. 40. Me That’s fun! 41. Euripides And I really like the little signs on the tables. The signs are done so well. It’s not a sign that says in big bold letters “Don’t sit here if you’ve got a laptop” It doesn’t say that! And I find that really nice. It’s not full of rules. We started complaining in the very beginning when we started coming in because there was no place to sit. Every table had laptops on it. And, you know, there’s a lot of tables in here. And we would come in, like, 4 or 5 strong and there would be no place to sit. And so we’d talk to Jonathan about it and he would nod and, you know, what he’s doing is taking his time and he’s observing everything, hahahaha. And he doesn’t just leap right in, which is extraordinary. He just waits and listens and looks; he’s very aware of what’s going on in his establishment. Both with his clients, or his customers, and his employees. And maybe like a week or two later, these signs showed up. Hahahaha. And everyone once in a while when the baristas aren’t really busy, and they see one of the community tables really full and there’s lots of laptop places, they might come over and they may very nicely suggest that they might wanna do that ‘cause, this is a
88 community table. So it’s not one of those big rule and heavy-handed “you can’t do this” which would offend me if I were a student. Hahahaha. So, yeah, I like that he’s trying to make community for everybody not just one group of people. 42. Me I see. That kinda clears that up for me, personally. Uhm, because that makes a lot of sense. You’re in a college town. The biggest struggle opening up a café in a college town is having it not be run over by students. 43. Euripides And this is what was happening in the beginning. Jonathan was quite aware of that. He wasn’t ready to go out and be heavy handed about it. And so he came up with this idea. And I thought, “That’s really great.” And you notice there’s no big signs around here. Haha, except “dirty dishes” and those people can’t see that anyway. And that’s nice, you know, when you’re surrounded by all these signs saying you can’t do this and you can’t do that. That’s very offensive to everybody, not just students. There is something about a lot of cafes. There’s so many signs you just miss ‘em. “Didn’t you read that sign?” Well… Yeah, I appreciate the fact that there’s not a lot of signs. 44. Me Yeah, I’m so glad you brought this up because I was actually wondering if you thought it was awkward that there’s two sections for technology and community. 45. Euripides No, not at all. I mean, there isn’t even two separate sections. I don’t look at it that way. And sometimes there’s an overlap. Like on a Sunday, perhaps. Yeah, it gets really crowded. But, yeah, it’s working and I like the attitude to make it as a community and not just one demographic. 46. Me I definitely agree! So, what is it about Bello Mundo’s layout and design that you like the best? 47. Euripides I really like the openness of the bar! I really like that. Usually they have these windows in Pete’s or something. It separates me from you. And it’s like, well, when I came in this morning, there wasn’t anybody here. And so Jonathan leaned over the bar and gave me a hug. You couldn’t do that if you had all these windows that are blocking employees from customers. I don’t know what that is. It just seemed like a Jonathan thing to do to not have windows. It adds to the community feeling. This is family. 48. Me I really like that you brought that up because it’s not something that I would have noticed on my own. But now that you bring it up, I know exactly what you mean! 49. Euripides I live in Morro Bay and the coffee there is really terrible, hahaha. There’s 3 or 4 shops there and I’ve tried them all. Sometimes, on a weekend, I will make that whole 24 mile trip to come in here and have some coffee. Yeah, I really am addicted to the coffee.
89 50. Me I mean, that’s not a bad thing to be addicted to! Haha. 51. Euripides Well, I don’t know. Good or bad hahaha. I’m okay with good! 52. Me When you come to Bello Mundo, do you usually dine in or do you ever take your coffee to go? 52. Euripides Hm, I’ve never taken my coffee to go. Every time I come here, it’s my pleasure to sit here by myself or with my friends. I’ve never thought about that. There’s a lot of legal business up on Osos. There’s a lot of lawyers and business people up on that street and get their coffee to go. And that was a challenge for them. You know, they take so much time with each sup of coffee to make sure that it’s right. You don’t get through real fast. You don’t start at the beginning of the line and at the end, you’ve got your coffee. You have to wait a bit because it’s one of those “it’s worth waiting.” So it was hard for them because those people are in a hurry and they’re professionals in the city. Jonathan wanted to take care of that need… But I’m not sure whether he’s taken care of that or not… Maybe Jonathan’s coffee is so good that they’re willing to wait, who knows. I’m always willing to wait. I always make sure I have time. That’s why I came in early today because I wasn’t sure if you would be here at 8 so I could have time to get my coffee. Good thing I got it because I’m better after my coffee, hahaha. 53. Me When we were talking earlier by the bar, you mentioned that you were unable to make this quality of coffee at home. I was wondering if you could talk about that a little. 54. Euripides Sure, I’ve tried. I’ve used his coffee. I’ve been here first thing in the morning when he comes in with his ground coffee and I’ll put it in my coffee maker the next morning. I’ve tried to latte maker, the espresso maker, French press, hahaha. I’ve tried all of those with Jonathan’s coffee and I just can’t do that because it has a lot to do with time, the temperature… everything is very particular about how its made and I guess I’d just have to hire one of his baristas and use his equipment. That equipment is all geared towards making this singularly good cup of coffee. So, that’s why I can’t make my own coffee really good. Hahaha. It doesn’t matter what I use. Everyone once in a while I experiment because I’m a latte drinker. One of there baristas here, every once in a while will bring in coconut milk. And he goes, “Oh Charlotte, try the coconut milk!” And it’s good! But I always fall back on regular cow’s milk. Hahaha. Yeah. Hence, I come here for my coffee rather than making it at home, hahaha, can’t do it. I like my coffee! And I like the group atmosphere when I come in here. Those are major for me. The people. Both in front of and in back of the bar. 55. Me I really liked how you said that you felt that coffee was kinda the “glue” that brings people together.
90 56. Euripides Yeah, it is. It brings people together for conversation. And unlike going into a wine tasting place, the caffeine zips you up but wine zips you up to where you can’t even remember. So, wine bars are not for me. It’s for conversation and bringing everyone together but it’s for a very short time because everyone just gets too looped. And this is a place to come and sit over a cup of coffee. Traditionally it’s tea and coffee and caffeinated drinks that brings people together and they talk. 56. Me At the bar you mentioned that you’ve tried Scouts Coffee Co. as well. When you were there, did you feel less of the community feeling? 57. Euripides Yeah, it was more of a marketing thing for me. That’s what it felt like. It’s like all the other cafes. It didn’t have any individuality. It almost felt like a syndicated place, actually. You know, like, Pete’s or Starbucks. Whether that’s true or not, I don’t know but that’s the feeling I had. But their coffee’s good! It’s pretty good. Not as good as Bello Mundo haha. So I have to give them that. 58. Me So, the atmosphere here keeps you coming here as opposed to anywhere else. 59. Euripides Right, yeah. And then you also have those people that drop by or people who are just touring in town. Whoever has the biggest blinking sign outside, that’s where people go. That’s usually what I do. If I’m in San Francisco and I’m looking for coffee, I look for a sign that says “coffee” hahaha. And it’s not always the best place. As a tourist I don’t know any other place that I could go. Pete’s was my first coffee, back in the 60s. They had a fan outside their door. It just pushed the smell of coffee out onto the street and that would bring us in! I was a student at that time so… hahaha. It was nice. The American taste for coffee has changed… but then, you know, there’s still a lot of people that drink Farmer’s or Maxwell. And it’s in most restaurants. The first thing I ask when I go to restaurant is whether they’re selling Farmer’s. And it’s probably rather insulting but that’s… 60. Me I mean, it’s not your fault you have good taste in coffee, haha. 61. Euripides Hahahahaha. Yeah, it’s interesting. The American taste is… you know Starbucks just knew how to market themselves. 62. Me That’s very true! Otherwise, they’d never be able to get away with selling dirty water, hahaha. So, just to kinda close things off, how would you sum up your experience here at Bello Mundo? 63. Euripides Hahaha. Positive. Every time I come in. Whether it’s with friends or by myself. And I think a lot of other people feel the same way. And every once in a while there will be a bunch of young people at the community center and that’s so cool, too! From this point forward, we spoke casually about other topics and said our goodbyes.
91 Kelsey Zerr Second Round Interview- Kelsey Zerr: 1. Me: Hi Dana! It is good to see you again! 2. Dana: It’s good to see you too. 3. Me: Today I am going to start off by asking you questions about specifically about Bello Mundo. First of all, what is your favorite thing about Bello Mundo? 4. Dana: Their coffee. They make a very good latte. I think they make really good drinks and that is probably my favorite part. It is the coffee itself. 5. Me: Is there anything about the atmosphere that you really like a lot in Bello Mundo? 6. Dana: It is really quiet which can be really nice. That is probably my favorite part, that it is a lot quieter than a lot of other places. 7. Me: Is quiet an important factor in deciding to go to Bello Mundo? 8. Dana: It depends, if I am going on my own or going to do homework on my own then quiet is important to me. But if I want to go with someone and want to chat than I feel like I am disturbing the peace, so then I wouldn’t want it to be as quiet. It really all depends on what I am looking for. 9. Me: So you said you go to Bello Mundo for studying, do you have a favorite spot to study? 10. Dana: I like sitting in that back area that I think use to be where the dressing rooms in Wet Seal use to be. Because the bar area is nice but I like sitting in chairs that have a back on it so my back doesn’t hurt when I am studying. I am the type of person that generally likes to spread out all of my work when I am studying so I will generally take up a whole table. So it is nice that they have good size tables, even if they were meant for four people I will generally take up all of it. 11. Me: And when you go to Bello Mundo, do you normally take a friend? 12. Dana: Sometimes, if I am studying I generally don’t because I know I will talk to people. I have gone a few times with friends though and they always seem to like
92 it but at the same time I think it comes down to at what level are we able to talk versus what level do we need to be quiet. 13. Me: Those few times you did end up going with a friend, did you end up ordering any food with your order? 14. Dana: No. I generally don’t order food when I go places unless I am looking for a meal because it is just my instinct to just get a coffee. If I am there a long time I might get food. If I am planning on being there for four hours I will get a snack at some point but other than that I usually will just get coffee. 15. Me: If there was a type of food that Bello Mundo could end up providing that they don’t already serve, is there anything that you would like to see them have? 16. Dana: A wider array of pastries would be nice. I am a huge fan of scones and things like that. So I think if they had more stuff like that go with coffee, not so much as salads and sandwiches and stuff like that because I think that is too much. But if they had a wider array of pastries I think I would be more inclined to get something. Because the times I have been in there, they have had like four or five choices but they are like small plates where there is only a couple of each and like a cookie or a plain croissant and I am not very inclined to waste calories on something like that. If I am going to have pastries I want them to be good. 17. Me: These pastries that you would order with your coffee, would you share them with a friend? 18. Dana: Maybe, I would be more inclined to eat it myself though. It depends on the size though, if it is a large pastry, I will share it if my friend and I decide to split one but we both could easily just get our own and that would be good enough. 19. Me: Aside from consuming food at a café what kinds of foods do you share with others? 20. Dana: I am not much of a sharer when it comes to food to be honest but food I go to eat with friends, I love getting acai bowls with people and I am up for any kind of food adventure. Like I just went and got Firestone with a friend and that was really fun, we didn’t share food, we each got our own things but we were each sharing in a sense. Even just going to get Jamba Juice or coffee or ice cream. I love ice cream so I am always up for ice cream or going to Doc Burnstein’s and getting ice cream even if it is so bad for you but it is so good.
93 21. Me: Would you say sharing food fosters bonding? 22. Dana: I think so. For me I really enjoy food, not just eating it but like the concept of food, the type of food, I am very much a foodie. I think many of my favorite times have involved food at some point. The other day I went and got Buffalo Wild Wings with one of my friends and we ending up being there for four hours just talking. The food is good enough but it is not to say that I want to stay there four hours to eat it, we ate for maybe half an hour of that time. But I feel like food places are a good environment to be where you can just sit and talk with someone and four hours will go by and you will not even notice it. Me: Going back to Bello Mundo, how do you feel about there being to separate sections in the shop, one for technology and one for community? Dana: I don’t know how I feel about that. I feel like it makes sense logistically to have them separated but I kind of feel like it separates the students from the community because the community isn’t going to come into a coffee shop to study, they are maybe coming to hang out or spend time with a friend. But as a student even if I am not studying, I am always going to sit in the study section because what if I want to study at some point or I might just be sitting there because there are more people that are similar to me. Because when you do go to study in a coffee shop you have to be aware that there is not going to be complete silence, if you want complete silence, go to the library. That is something you have to except when you go into a coffee shop place to study, that there is not total silence and if that is something you need then go to the 5th floor of the Cal Poly library, it is perfect for that. It is scary quiet. 23. Me: What about Bello Mundo’s layout, such as the chairs, amount of space in the room, art, etc., everything concerning those aspects, do you not necessarily like? 24. Dana: I don’t like how few tables there are, I feel like the way it is set up is, like the amount of tables they have in comparison to the amount of space they have isn’t well designed. I think they could do a lot more with their space. I think they could get a lot more tables in, if you look at Kreuzberg, they have a ton of tables, almost too many but they are really utilizing their space. That is something I think Bello Mundo could do better. I do like however how their tables match and presents a very clean aesthetic. I don’t know if that is necessarily what they are going for but if that is what they are going for they are doing a great job but if that is not what they are going for that is what they have. Their art I could take it or leave it, it doesn’t make me want to buy the art there, it doesn’t make me extremely excited about it but I don’t dislike it, it is nice. It adds some color.
94 25. Me: How would you feel if Bello Mundo were to add couches, for example, to the space? 26. Dana: I think couches would be a great idea. Couches are super comfy. There is a lot of places they could put them that would be a very nice place to sit, you could chat, you could also work on a couch. Anything different from a standard chair is always welcome in my mind. 27. Me: When you make coffee at home, do you tend to drink it on the couch or what kind of areas are your favorite to consume your beverage in? 28. Dana: It really depends, today I drank my coffee on the run because I was running late for class. I honestly don’t use our living room very much so if I am drinking coffee in the morning I tend to sit at the counter or I am probably in my room or I am making coffee and I am bringing it places. I might be drinking it in class or on the way somewhere. But generally if I am drinking it at home it is mostly on the kitchen counter. 29. Me: Now going back to talking a little more about atmosphere, what would you say are the most important qualities that you look for in a café, say even when you are studying since that seems to be a big component of your coffee experience? 30. Dana: Outlets are number one. Because if there aren’t a lot of outlets and my computer dies or something like that or even if I don’t necessarily think that I am going to need an outlet just the idea that one is there if I need it is really helpful. My computer has the worst battery life, it dies every like two hours which is really annoying. Other than that I think that enough tables, enough space like I can make do with any size table but if there isn’t a table than there is only so much. 31. Me: Going back to the outlets just to clarify, you like a large number of outlets available then? 32. Dana: Yes. 33. Me: How do you think the outlets should be placed, would you say it would be helpful to place outlets by all of the tables not necessarily just in the study area? 34. Dana: I think they should have them by all of the tables not just the electronic area because your phone is still going to need to be charged and there are going to be days like finals week and people are not going to pay attention that oh this is the no laptop zone. They are going to pay attention to the fact that they have three finals the next day and they can’t find any places to study. I think it helpful to just have enough outlets throughout because some people have really long extension cords, they could plug in their computer in the no electronics area and be sitting in the study area and just have a cord going between them. 35. Me: Does the type of music that the café is playing effect your experience at all?
95 36. Dana: If it is good music it is beneficial. For me at least, I like something that is more on the, like there is a café type of music, there is a type out there. There is that kind of guitar music, not really pop-y kind of music, not like Bruno Mars music, maybe you might here some Adele, more like things like Jack Johnson and Ed Sheeran. They are kind of like the softer music because I feel like if it is not soft music then you are just trying to hard to be a super energetic environment when I don’t think coffee shops are energetic environments. They are more like a place to relax or get work done, you are not looking to rage when you go to a coffee shop. No one goes to a coffee shop for a disco. 37. Me: When you go to a coffee shop do you usually order to go or do you dine in? 38. Dana: If I am going I usually dine in because they do cute designs in the drink that is in a cute cup. 39. Me: What are the relaxation elements that draw you to a café? 40. Dana: I would say the way it looks, I have always loved coffee in coffee shops so if the place just looks inviting, the people there seem to be having a good time. Like if everyone there is frowning, I am just going to get bad vibes from it. Even if I am just going there to be serious and get work done I am going to get bad vibes from all of the upset people. Maybe things are taking too long or maybe the coffee is not very good and I would then chose to go somewhere where I know I personally have had a good time or if I am trying new places where it seems to be busy but not like so busy that I am going to be standing around for twenty minutes trying to get my coffee. 41. Me: Can you describe to me the type of customer service that you have received from Bello Mundo? 42. Dana: It’s been pretty nice. I feel like a few times that I have been there they have been nice. Like I have never had any bad experiences, I have had some indifferent experiences though where it felt like the barista really didn’t want to be there. Either that or they just didn’t have a lot of energy, they were like ehh. I generally will say “hi” and try to make conversation but it all depends on how I am if I am having a shitty day then I just want my coffee and I won’t talk to anyone but if I am having a decent day then I am like ok “how are you doing?”, “what’s going on?” etc, etc and sometimes I get people who are fine to chat for a minute, then you have other people that are like ok “what would you like?”, “oh I will have a latte”, “ok, what type of milk?”, “can I have soymilk”, “it will be $5” and then they take my card. Some of them just have a monotone voice which comes off as bad, it is like ok cool do you appreciate my business or not? Because if you don’t I can go somewhere else that can make lattes just as good. 43. Me: Thank you! This interview has been very informative and thank you for telling me a bit more about your experience at Bello Mundo. I hope you have a great day!
96 44. Dana: You as well! Appendix C: Questionnaire Bello Mundo Café Survey Today we will be gathering your thoughts and opinions in order to better serve you in the future at Bello Mundo Cafe in San Luis Obispo. This survey should only take around 5 minutes to complete. All of the answers you provide will be kept anonymous. 1. How often do you go to a cafe? m Multiple times a day m Everyday m 5 or more times a week m 3-4 times a week m 1-2 times a week 2. On a scale of 1 to 7, 1 meaning not important and 7 meaning very important, how important are the following qualities in a coffee shop to you? 1 2 3 4 5 6 7 Quiet Environment m m m m m m m Decor m m m m m m m Spacious m m m m m m m Outlets near seating m m m m m m m Many seats available m m m m m m m
97 Now we are going to ask you a few questions about your experience specifically at Bello Mundo Cafe. 3. On a scale of 1 to 7, 1 meaning very unlikely and 7 meaning very likely, how likely are you to order these items from a cafe? 1 2 3 4 5 6 7 Sandwich m m m m m m m Pastry m m m m m m m Salad m m m m m m m Dessert m m m m m m m Fruit m m m m m m m Parfait m m m m m m m 4. Based on your last visit to Bello Mundo, on a scale of 1 to 7, 1 meaning very dissatisfied and 7 meaning very satisfied, please rate your overall satisfaction with each. 1 2 3 4 5 6 7 Food selection m m m m m m m High quality of beverages m m m m m m m Price of beverages m m m m m m m Price of food m m m m m m m Availability of seating m m m m m m m Overall Experience m m m m m m m
98 5. Do you associate the name "Bello Mundo" with a specific country? m Italy m Spain m France m Portugal m Brazil m I do not associate the name with a specific country. 6. Please rate from 1 to 7, 1 meaning strongly disagree and 7 meaning strongly agree, how much you agree with the following statements: 1 2 3 4 5 6 7 I feel that Bello Mundo is like a "home away from home." m m m m m m m Bello Mundo serves the best coffee I've ever had. m m m m m m m Coffee brings happiness to my life. m m m m m m m Coffee brings the community together. m m m m m m m Now that I've tried specialty coffee, I can't go back to regular coffee. m m m m m m m
99 Use these photos below as a reference for question 7. 7. On a scale of 1 to 7, 1 meaning strongly disagree and 7 meaning strongly agree, please rate the following statements: 1 2 3 4 5 6 7 I prefer seating areas that resemble picture A. m m m m m m m I prefer seating areas that resemble picture B. m m m m m m m I prefer seating areas that resemble picture C. m m m m m m m A B C
100 Besides your satisfaction at Bello Mundo, our team is invested in knowing more about you. The following questions will help us better understand who you are. 8. On a scale of 1 to 7, 1 meaning you never use that form of social media and 7 meaning you use it constantly, rank the following social media sites: 1 2 3 4 5 6 7 Instagram m m m m m m m Facebook m m m m m m m Twitter m m m m m m m Pinterest m m m m m m m Tumblr m m m m m m m 9. What gender do you identify with? m Male m Female m Other 10. What age group do you fall under? m Under 18 years m 18 to 24 years m 25 to 34 years m 35 to 44 years m 45 to 54 years m 55 to 64 years m Age 65 or older Thank you for taking the time to fill out this important survey measuring customer satisfaction. We really value your input!
101 Appendix D: Presentation
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106 7. References Bloch, Hayley. "Statistics and Facts on the Coffeehouse Industry." Statista, n.d. Web. 15 Jan. 2016. "Coffee Consumption Trends." National Coffee Association USA. National Coffee Association of U.S.A., Inc., n.d. Web. 22 Jan. 2016. "Community." Bello Mundo Cafe. N.p., n.d. Web. 22 Jan. 2016. Holmes, H. "Coffee Shop." SBDCNet. SBDCNet News Magazine, n.d. Web. 22 Jan. 2016. "Home." Sally Loo's Wholesome Cafe. Sally Loo's Wholesome Cafe, n.d. Web. 22 Jan. 2016. "How to Engage Millennials in Customer Insight and Marketing." Vision Critical. Vision Critical Communications Inc., 12 Mar. 2014. Web. 22 Jan. 2016. "Intelligentsia Coffee." Intelligentsia Coffee. N.p., n.d. Web. 22 Jan. 2016. Lazazzera, Richard. "Make, Manufacture, Wholesale or Dropship: The Pros and Cons of Each Model – Shopify." Shopify's Ecommerce Blog. N.p., 2014. Web. 20 Jan. 2016. Mack, Stan. "Selling to Wholesalers." Small Business. N.p., n.d. Web. 22 Jan. 2016.
107 "Our Values and Mission." Whole Foods Market. Whole Foods Market, n.d. Web. 22 Jan. 2016. Parkinson, Pat. "22 Young Influencers Reveal the Secret to Marketing to Millennials." Post Planner. Post Planner, Inc., n.d. Web. 22 Jan. 2016. Pennington, April Y. "Specialty Coffee Market Getting Hotter." Msnbc.com. N.p., 09 Aug. 2005. Web. 19 Jan. 2016. Redmond, Jodee. "Disadvantages of Viral Marketing." LoveToKnow. N.p., n.d. Web. 22 Jan. 2016. "Starbucks Prices." Fast Food Menu Prices. N.p., n.d. Web. 21 Jan. 2016. VanAuken, Brad. "The Risk Of Brand Identity Change | Branding Strategy Insider." Branding Strategy Insider The Risk Of Brand Identity Change Comments. N.p., 10 Jan. 2012. Web. 19 Jan. 2016. Questionnaire Data 1. How often do you go to a cafe? # Answer Bar Response % 1 Multiple times a day 0.048 3 5% 2 Everyday 0.064 4 6% 3 5 or more times a week 0.08 5 8% 4 3-4 times a week 0.32 20 32% 5 1-2 times a week 0.48 30 48% Total 62 100% 2. On a scale of 1 to 7, 1 meaning not important and 7 meaning very important, how important are the following qualities in a coffee shop to you? # Question 1 2 3 4 5 6 7 Total Responses Mean 1 Quiet environment 1 8 4 8 14 9 18 62 5.02 2 Decor 3 3 5 14 17 15 5 62 4.68 3 Spacious 0 0 2 8 22 16 14 62 5.52 4 Outlets near seating 4 3 5 10 7 7 26 62 5.23 5 Numerous tables/seats available 0 0 0 6 10 16 30 62 6.13
108 3. On a scale of 1 to 7, 1 meaning very unlikely and 7 meaning very likely, how likely are you to order these items from a cafe? # Question 1 2 3 4 5 6 7 Total Responses Mean 1 Sandwich 11 4 2 17 10 8 10 62 4.21 2 Pastry 6 6 7 7 11 7 18 62 4.68 3 Salad 15 6 9 13 6 3 10 62 3.61 4 Dessert 6 6 6 10 6 12 15 61 4.64 5 Fruit 13 3 9 9 11 4 13 62 4.06 6 Parfait 11 7 10 8 6 7 13 62 4.03 4. Do you associate the name "Bello Mundo" with a specific country? # Answer Bar Response % 1 Italy 0.4 24 40% 2 Spain 0.18 11 18% 3 France 0 0 0% 4 Portugal 0 0 0% 5 Brazil 0 0 0% 6 I do not associate the name with a specific country. 0.42 25 42% Total 60 100% 5. Based on your last visit to Bello Mundo, on a scale of 1 to 7, 1 meaning very dissatisfied and 7 meaning very satisfied, please rate your overall satisfaction with each. # Question 1 2 3 4 5 6 7 Total Responses Mean 1 Food selection 1 8 8 18 5 7 12 59 4.47 2 High quality of beverages 0 2 0 2 5 21 31 61 6.23 3 Price of beverages 0 2 8 7 16 17 11 61 5.16 4 Price of food 1 2 13 8 11 14 10 59 4.83 5 Availability of seating 0 2 4 6 20 14 14 60 5.37 6 Overall Experience 0 0 2 1 15 24 18 60 5.92 6. On a scale of 1 to 7, 1 meaning you never use that form of social media and 7 meaning you use it constantly, rank the following social media sites: # Question 1 2 3 4 5 6 7 Total Responses Mean 1 Instagram 8 2 1 4 6 15 26 62 5.37 2 Facebook 1 2 3 5 13 15 23 62 5.65 3 Twitter 37 4 3 6 0 5 6 61 2.46 4 Pinterest 19 6 7 12 10 1 7 62 3.31 5 Tumblr 47 3 0 5 3 2 2 62 1.84
109 7. Please rate from 1 to 7, 7 meaning strongly agree and 1 meaning strongly disagree, how much you agree with the following statements: # Question 1 2 3 4 5 6 7 Total Mean 1 I feel that Bello Mundo is like a "home away from home." 3 7 5 1 7 1 1 3 16 62 4.6 2 Bello Mundo serves the best coffee I've ever had. 2 1 4 1 4 1 5 1 2 14 62 5.11 3 Coffee brings happiness to my life. 0 3 8 6 8 1 3 24 62 5.48 4 Coffee brings the community together. 0 0 3 9 1 3 1 6 21 62 5.69 5 Now that I've tried specialty coffee, I can't go back to regular coffee. 4 3 6 1 1 1 2 1 0 16 62 4.9 8. On a scale of 1 to 7, 1 meaning strongly disagree and 7 meaning strongly agree, please rate the following statements: # Question 1 2 3 4 5 6 7 Total Mean 1 I prefer seating areas that resemble picture A. 2 2 5 12 10 14 15 60 5.13 2 I prefer seating areas that resemble picture B. 4 4 4 11 12 14 11 60 4.82 3 I prefer seating areas that resemble picture C 6 8 8 14 7 6 11 60 4.17 9. What gender do you identify with? # Answer Bar Response % 1 Male 0.34 21 34% 2 Female 0.66 41 66% 3 Other 0 0 0% Total 62 100% 10. What age group do you fall under? # Answer Bar Response % 1 Under 18 years 0.016 1 2% 2 18 to 24 years 0.53 33 53% 3 25 to 34 years 0.225 14 23% 4 35 to 44 years 0.096 6 10% 5 45 to 54 years 0.064 4 6% 6 55 to 64 years 0.032 2 3% 7 Age 65 or older 0.032 2 3% Total 62 100%

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OFFICIALT5

  • 1.
    1 Final Report By: MariaRosignuolo, Luana Durand, Casey Li, Jessi Biagioni, Daniel Shellworth, Kelsey Zerr, Justin Dhillon
  • 2.
    2 Table of Contents ExecutiveSummary…………………………………………………………………… page 3 Research Brief…………………………………………………………………………. page 4 Customer Insights……………………………………………………………………… page 6 Conclusion……………………………………………………………………………… page 11 Appendix A: Situation Analysis……………………………………………………… page 13 Appendix B: Ethnographic Themes…………………………………………………. page 16 Appendix C: Questionnaire Instrument……………………………………………. page 96 Appendix D: Presentation…………………………………………………………… page 101
  • 3.
    3 Executive Summary Values arewhat shape a coffee shop. From the moment a person walks in, it is apparent whether the shop values coffee quality, atmosphere, or community. Jonathan and Jennifer have created Bello Mundo Cafe, a local specialty coffee shop that encapsulates all of these values by putting “community first, and coffee a close second.” Over the past couple of months, we have performed ethnographic research based on a $6000 budget with the goal of increasing Bello Mundo’s image of being a gathering place for the San Luis Obispo community. Our main goal is to integrate a marketing plan that helps strengthen and maintain Bello Mundo’s brand and enhance the atmosphere of the cafe. Before gathering data, we realized there were pieces of information, also called information gaps, that we were missing in order to achieve this goal. First, we needed to find out what drove consumers to choose Bello Mundo over competitors. There are many speciality coffee shops located in downtown San Luis Obispo that may attract customers. We needed to figure out what differentiates Bello Mundo from the competition. Next, we needed to understand what experience a coffee consumer wants from a cafe. San Luis Obispo is home to a blended community of students and families that have different preferences when looking for a cafe. It was also necessary to discover how we could make Bello Mundo feel more like home as well as what social media would most effectively market Bello Mundo to its target tribe. Through our research process, we collected data in three main ways: observations, in- depth interviews, and a questionnaire. Our team made observations at Bello Mundo and competitor locations such as Scout Coffee Co., Sally Loo’s, and Kreuzberg, where we integrated ourselves amongst the tribes of those coffee shops and took down notes on behaviors and interactions. Observations were also recorded in the homes of specialty coffee drinkers to help us understand the experience of drinking coffee at home. Two rounds of in-depth interviews with a variety of specialty coffee drinkers were conducted, furthering our understanding of the themes we created below. Through Qualtrics we created a survey and distributed it to over 60 Bello Mundo customers of all ages to gather quantitative data. After gathering as much data as possible, we found three consistent themes associated with Bello Mundo. Our ethnographic research revealed that many customers felt Bello Mundo is a home away from home: a place to unplug and unwind. The second theme revealed Bello Mundo believes in quality over quantity. Jonathan and his employees take pride in crafting the best cup of coffee with the best possible service in each and every order. Lastly, we found Bello Mundo encourages a unique connection over coffee. This allows customers to connect with one another or even with themselves. The conception of these themes allowed us to integrate ourselves into the Bello Mundo community and develop recommendations based on our findings.
  • 4.
    4 Research Brief Jonathan, theowner of Bello Mundo Café, is a driven and compassionate individual who strives to emphasize his business approach of “community first, coffee a close second.” This motto transcends into all aspects of his coffee shop located in San Luis Obispo, CA. Through hard work and help from the community, Jonathan was able to upgrade from a small 350 square foot coffee shop to a spacious 2,800 square foot cafe. Jonathan has made Bello Mundo a community-centered and friendly environment, leaving areas in his café solely for “community, conversation, laughter, and flirting.” Wi-Fi access is available in a separate area for people who seek a quiet space to work, encouraging all walks of life to experience Jonathan’s vision of community. Jonathan’s marketing budget stands at $6,000 a year and will go towards promoting his café’s brand. Bello Mundo offers specialty coffee made from beans roasted in San Luis Obispo by Jonathan himself. Rather than purchasing pre-roasted beans, Bello Mundo spends up to three times more on raw coffee beans than its competitors to ensure a consistent and quality roast. As previously mentioned, Jonathan believes in putting “community first, and coffee a close second.” He values his customers and community above all else. Despite being a business owner, he pays himself minimally. Bello Mundo strives to deliver a quirky atmosphere that allows the community to unplug and experience la vie en rose (life through rose-colored glasses) while enjoying a cup of house- roasted coffee. Bello Mundo has been relying on word-of-mouth as a marketing tactic in order to avoid viral marketing as it may cause the community to feel deceived. Jonathan is hesitant to move in a marketing direction that may misconstrue his intentions. He fears that by using the traditional tactics of marketers, Bello Mundo will not convey a genuine message, possibly leading his customers to stray away from the cafe. Bello Mundo’s direct competitors are local cafes that offer specialty coffee and pastries/food. These include Sally Loo’s Wholesome Café, Kreuzberg, and Scout Coffee Company. Sally Loo’s atmosphere makes the customer feel like home, with the incorporation of plants, a mix match of handmade furniture and large windows looking out. Sally Loo’s also builds community by offering wholesome food paired with high quality coffee. Kreuzberg, like Sally Loo’s, is much more like a restaurant while Scout Coffee Company and Bello Mundo are
  • 5.
    5 strictly cafes. Kreuzberghas a bustling atmosphere with their interior filled with large art displays and a mix-match of different pieces of furniture, a magnet for attracting college students seeking a place to study. They too offer a very high grade of specialty coffee. Scouts, like Bello Mundo, roasts its own beans at its local sister company, HoneyCo Coffee Roasters. Their interior is the closest match to Bello Mundo’s as it is spacious and projects a more “artsy and hip” vibe. All of these cafes attract similar tribes as they all fulfill similar needs in the consumer’s life. Bello Mundo’s largest indirect competitor is Sweetie Cup. This tea establishment has attracted the attention of consumers who crave an alternative to coffee. Tea acts as an indirect competitor to Bello Mundo when consumers become more inclined to purchase a specialized cup of tea from a natural tea house as opposed to a coffee shop. The caffeinated drink market is saturated with coffee and tea shops spread across small towns like San Luis Obispo, which causes consumers to make a choice between stores based on personal preference. Both options attract a similar tribe. Many coffee enthusiasts can be found in a tea shop just as often as tea lovers who visit coffee shops. b) Research Purpose Our goal is to strengthen Bello Mundo’s brand and enhance the atmosphere. We want to integrate a marketing plan that allows the brand to remain genuine. Information Gaps IG1: What drives consumers to choose Bello Mundo over competitors? ● Learn what types of demographics frequent Bello Mundo ● Understand how people interact with each other in a cafe ● Understand the experience at competitor locations IG2: What experience does a coffee consumer want from a cafe? ● Understanding customer values ● Understanding the customer’s daily routine IG3: How do we make Bello Mundo feel like home? ● Understanding customer values ● Understanding the customer’s daily routine IG4: What social media outlets would most effectively market Bello Mundo to its target tribe? ● Understanding the customer’s daily routine ● Understanding customer values c) Methodology Our marketing team collected ethnographic data in an effort to understand what motivates customers to consume speciality coffee. Ethnography allows marketers to become one with the community they are observing. It launches us into the lives of others to understand their experiences surrounding the product, service, or brand we wish to market. In our case, ethnography revealed the lives of those who consume specialty coffee at Bello Mundo Cafe.
  • 6.
    6 After collecting eachround of observations, we quickly analyzed the data collected while it was still fresh in our minds. One of our research objectives was to understand the customer experience in Bello Mundo, at home, and at competing cafes in San Luis Obispo. When simply observing our surroundings, behaviors were revealed that the observed may not be aware of. We saw how customers interacted with their surroundings and with each other. This led to revelations about seating and food placement. When conducting observations at home, we saw coffee drinkers struggle to reproduce quality and taste of coffee at home through lack of knowledge and proper equipment. Understanding the experience at these three locations enabled us to formulate interview questions to ask coffee lovers in the San Luis Obispo community. These interviews centered around diving deeper into customer motivations and trying to find answers to our group’s core information gaps. All of this data was then analyzed by the group, where we determined where we still had gaps in our understanding. The second round of in depth interviews were conducted about Bello Mundo which focused on gathering insights to support our remaining information gaps. The questionnaire shown in Appendix C helped us understand the experience customers desire from a cafe and worked to answer our information gap of what social media would effectively market Bello Mundo to its target tribe. After finishing seven different observations, two rounds of in-depth interviews, and a questionnaire distributed to over 60 Bello Mundo customers we abstracted three recurring themes. Through the themes and analysis we developed six recommendations to present to our client Bello Mundo. d) Customer Insights and Recommendations Comfortable Seating In many homes, a couch is where you can unwind after a long day. They are placed in communal areas where friends and families can come together and forget about their responsibilities and obligations. In order to bring the customer’s home to Bello Mundo, we recommend that Bello Mundo incorporate a rustic leather couch that is easy to clean into the community area. Couches in coffee shops allow for the same connections made at home to form over a cup of coffee. It will provide a comfortable area, both physically and mentally, for building relationships. One interviewee expressed that she “think[s] couches would be a great idea” as they “are super comfy” (Second round interview - Kelsey - paragraph 28).” Those in search of a moment of peace can feel at rest while sinking into a leather recliner with a warm coffee by their side. Another interviewee believes that Bello Mundo is already like a “second
  • 7.
    7 home” and hasa “home atmosphere” (Second round interview - Maria - paragraph 6). With the addition of the couch, “home” will be brought into the heart of the community space. Rearranging Community Area Bello Mundo is home to a community where all walks of life are welcome. Located in a college town, Bello Mundo faces the challenge of ensuring available seating for students who want to study as well as for customers who merely want to sit down and enjoy a cup of coffee or socialize with friends. Although Bello Mundo makes an effort to welcome every person that comes through its doors, it can be off-putting to enter a café that is said to be community based and conversational, yet all that is in sight are students working on their laptops in silence. Fortunately, Jonathan has provided signs designating seating areas for laptop and community use, but there are problems that have surfaced with this model. Inside Bello Mundo, there are two separate elected laptop areas, which have caused some confusion and altercations for multiple customers. Some customers disregard the signs and others fail to even see the signs, thus, putting baristas in an awkward situation when they are forced to tell those customers to move. This ultimately makes for an uncomfortable environment and results in a place customers would not want to call a ‘home away from home.” In one of our observations, there was a customer who sat down at a table designated for community discussion and began using his laptop. In just a matter of minutes, a barista from behind the counter sternly asked the customer to move to a different table. Although the barista was polite when asking the customer to move, it was easy to see that the customer felt offended by this situation through the scowl shown on his face. Shortly after this occurrence, the customer left Bello Mundo. After analyzing the results from our questionnaire, we found that over 65% of customers felt that available seating is an important aspect in enjoying their cafe experience. Therefore, we recommend rearranging the community table in the front of the cafe, and moving it to the back where there is a designated community space, thus removing any confusion customers may have. We also suggesting adding more small tables primarily for laptop use in place of the community table. After making these simple floor changes, Bello Mundo will become a more relaxed and functional space that caters to all customers, whether it be a hard working student or someone
  • 8.
    8 who simply wantsto catch up with some friends. Most importantly, Bello Mundo would become a place that many could call home. Pay it Forward Program Considering Jonathan’s emphasis on “community first and coffee a close second,” we created a concept that encompasses his philosophy. The “Pay it Forward Program” takes the idea of a small gesture and turns it into a great act of kindness. It allows people to easily get involved in giving back to the community. One regular expresses “ … this is a community-based environment and coffee is what brings it together” (Second round interview - Maria - paragraph 14). When going to coffee shops, bonding with the person you arrive with is far easier than connecting with the surrounding strangers. The program lets customers write a personalized message to the next person in line and can pay 3 or more dollars towards their order. The message on the card can be anything the customer believes will make that next customer happy. If customers want to pay it forward privately, they can pin their message on a community corkboard. Customers will be able to personally assign who their Pay it Forward card will be for. They can write cards for anyone that may enter the cafe. Cards can be for their friend who regularly visits Bello Mundo, someone who had a bad day, someone who forgot their wallet, or someone who broke their leg. This is a great way build a connection over coffee. Our questionnaire revealed that 81% of the respondents agreed that “coffee brings the community together”. The “Pay it Forward Program” makes customers feel good about making someone’s day that much better. After paying it forward 10 times, the Bello Mundo staff can surprise the generous customer with a food item to thank them for giving back to the community. This chain of love and giving will only further strengthen community within the Bello Mundo family. The customer will also receive a community member spotlight on Bello Mundo’s social media.
  • 9.
    9 Wider Variety ofFood Coffee and food go hand-in-hand to bring the café experience full circle. As we conducted our two round of interviews, the results indicated that many coffee drinkers, depending on the time of day, enjoyed eating something with their coffee. This finding enabled us to take the research further with our questionnaire that had specific questions on food options. After analyzing our results, customers on average rated Bello Mundos current food selection 4 out of 7, with 1 meaning very dissatisfied and 7 meaning very satisfied. Therefore, there is still room for improvement. We recommend adding a larger variety of food other than the current selection of scones, muffins, quiches, and coffee cakes. Some food options that would be great additions for breakfast are fruit cups, parfaits, cinnamon rolls, bagels, and oatmeal. An interviewee said that “...if Bello Mundo served healthier food in general, that would be awesome!” (Second round interview - Jessi - paragraph 20). Within our questionnaire, the breakfast foods had an average of a 5/7, with 1 meaning very unlikely and 7 meaning very likely to order, therefore, we decided to add those choices specifically. Bello Mundo could also add desserts such as brownies, pies, and fruit tarts. According to our qualtrics survey results, 71% of respondents were likely to order desserts if they were added. We deduced from our observations that food brings people together, creating a greater sense of community. Since Bello Mundo strives to create a “community first and coffee a close second,” this will allow customers to feel more welcomed and integrated into the café experience that Jonathan is trying to achieve. Having too many options would cause customers to think of Bello Mundo as a restaurant and could lead to unrealistic expectations of the quality of the food. As one interviewee said that “if the food was well priced and comparable to restaurant quality then definitely it would add to the cafe” (Second round interview - Luana - paragraph 12). Adding customer insights will allow customers to feel welcomed and integrated into the Bello Mundo family because Jonathan and customers value a quality experience. Social Media Spotlights Although Bello Mundo has a sizeable following on their social media outlets, we believe that they can take greater advantage of what social media has to offer. Our qualitative data reveals that out of the 60 survey respondents, 82% use Instagram and 76% respondents use Facebook the most frequently. Based off of this data, we suggest utilizing both media outlets to conduct a social media initiative. This initiative will focus on three main aspects: a spotlight on a
  • 10.
    10 customer that takespart in the Pay it Forward Program, a monthly customer appreciation post, and a bi-monthly fun fact post highlighting a coffee bean or tea that Bello Mundo serves. As part of the Pay it Forward Program, an Instagram and Facebook post will be made for every customer that continuously pays it forward. The frequency of this post will be subjective to Bello Mundo, but would be most effective if done according to the frequency of someone paying it forward. Bello Mundo’s employees are known for their excellent customer service, as one frequent customer Nick Russo states, “I love the atmosphere and their service” (First round interview - Justin - paragraph 3). It will therefore be crucial to rely on the employees to keep track of customers who frequently take part in the Pay it Forward Program. Bello Mundo can also keep track of customers who post about their pay it forward experiences through the use of recurring hashtags such as #connectingovercoffee or #payitforwardwithlove. Using these hashtags can also allow Bello Mundo to extract pictures of their choosing for future posts as well. The customer appreciation post can revolve around a variety of things. Ranging from a short bio of the featured loyal customer to a brief interview of what makes that person a Bello Mundo enthusiast, sharing a personal story to Bello Mundo’s social media pages will be a great way of thanking the community that supports them. Additionally, introducing customers on Facebook and Instagram can help break down the awkward barrier of finding something to say to a stranger if a face looks familiar. It will spark conversation if a follower recognizes that person in the café and can help create a greater community within Bello Mundo.
  • 11.
    11 Finally, the informativepost of a coffee bean or tea served at Bello Mundo can help engage the community online. Linking posts to articles or videos like relevant TED talks about that coffee bean/tea origin or just writing a small snippet about a product can draw in followers. Posts like this one will better connect customers with the coffee beverage they think so highly of. Mentioning unique offerings at Bello Mundo on social media, such as house-made almond milk, can surprise customers like Emily, who stated in Jessi’s second interview that she “...just found out that they make their own almond milk which [she thinks] is so cool” (Second Interview - Jessi - paragraph 11). These posts can also act as a way of connecting Bello Mundo’s tribe to different tribes from around the world. The use of all of the social media spotlights will be used to help foster a greater sense of community and connection of coffee, even when outside of the cafe. More Latte Art Designs We found that customers value coffee because of its “therapeutic” properties and ability to “make [one’s] heart so happy” as one of our interviewees described (First round interview - Jessi - paragraph 4). To enhance this relaxing and therapeutic escape, we suggest that Bello Mundo incorporate more latte designs. By offering customized foam art to customers, Bello Mundo can deliver a more personalized experience, making customers feel like they are in a “second home.” We found that customer service was highly valued by consumers such as Jim, a Bello Mundo regular. Jim expressed how he is extremely appreciative of the tailored customer service Bello Mundo provides. The baristas reverse Jim’s latte designs because he is left-handed. Doing something as small as altering a design makes customers feel special and important. One interviewee expressed that she loves when her coffee comes with “cute little designs” and explains that she takes pictures of these designs and posts them on Snapchat and Instagram (First interview - Kelsey - paragraph 56). When new customers see these customized designs on social media, they will be more inclined to visit Bello Mundo. Conclusion Our marketing strategy’s focus has consistently revolved around maintaining the integrity of Jonathan’s vision. Through our ethnographic research, the consistent theme of seeing Bello Mundo as a “home away from home” has become one of the defining points for why customers continue to return, versus going to a competitor’s cafe. The personal experience that a customer receives from the employees fulfills their need of feeling welcome in a cafe. As a result, adding a leather couch will add a more visual and tangible aspect to the homey environment that already exists. Additional research has revealed that Bello Mundo’s attempts to make its cafe feel more
  • 12.
    12 like home donot go unnoticed. Customers are routinely impressed by the knowledge of coffee that employees possess, reassuring customers that they are consistently being served the best cup of quality coffee. To expand on this emphasis of excellent products, a wider variety of food should be offered to compliment the coffee and the tea that already exist since these insights are a way for utilizing customer input. As a hub for fostering community, our findings show that Bello Mundo offers the most important thing to consumers: a connection over coffee. By implementing the “Pay it Forward Program” and utilizing social media outlets as a way of connecting the community both inside and outside of the cafe, Bello Mundo will continue to put “community first, and coffee a close second.”
  • 13.
    13 Appendix A Research Plan Step1 Client Analysis Jonathan, the owner of Bello Mundo Café, is a driven and compassionate individual who strives to emphasize his business approach of “community first, coffee a close second.” This motto transcends into all aspects of his coffee shop located in San Luis Obispo, CA. Through hard work and help from the community, Jonathan was able to upgrade from a small 350 square foot coffee shop to a spacious 2,800 square foot cafe. He would like to combine both the sense of community with high quality baked goods and specialty coffee both in his café and in the wholesale market. Jonathan has made Bello Mundo a very community-centered and friendly environment, leaving areas in his café solely for conversation. Wi-Fi access is available in a separate area for people who seek a quiet space to work, encouraging all walks of life to experience Jonathan’s vision of “community.” Jonathan’s marketing budget stands at $6,000 a year and will go towards promoting his café’s brand and increasing sales and production in his new wholesale business. Due to the fact that “wholesalers often have long-standing relationships with retailers in many markets, selling to wholesalers might help [one] get products in stores [they] couldn't have landed on [their] own” (Mack). Jonathan’s decision to expand into the wholesale business while keeping the Bello Mundo name will be highly influenced by the community as well as the supporters of the already existing café. Many current Bello Mundo customers may have already acquired an attachment to the name; therefore, “changing brand identities is risky business [and] has the potential to reduce brand recognition because it could cause customer dissatisfaction” (VanAuken). Bello Mundo offers specialty coffee made from beans roasted in San Luis Obispo. Rather than purchasing pre-roasted beans, Bello Mundo spends up to three times more on raw coffee beans than its competitors to produce its roasted beans in-house. Due to the quality of production, its coffee is priced at a premium with coffee prices averaging three times more than Starbucks. This is because Bello Mundo believes that quality coffee should be its standard. According to the Specialty Coffee Association of America, specialty coffee continues to rise in cups bought in the US (from 37% in 2010 to 51% in 2014). Therefore, it will be crucial for Bello Mundo to have a wholesale brand in order to take advantage of the rising coffee trend. As previously mentioned, Jonathan believes “community first, coffee a close second.” He values his customers and community above all else. Despite being a business owner, he pays himself minimally. Bello Mundo strives to deliver a quirky atmosphere that allows the community to unplug and experience la vie en rose (life through rose-colored glasses) while enjoying a cup of house- roasted coffee. Jonathan’s passion for building a community is also shown through “showcasing local artists’ work without taking any commission.” Bello Mundo has been marketing through word-of- mouth in order to avoid viral marketing as it may cause the community to feel deceived. The article “Disadvantages of Viral Marketing” by Jodee Redmond argues that “there will be some recipients who feel that viral marketing is a sleazy practice. They may even choose not to do business with companies that use it, and that defeats the purpose of viral marketing in the first place.” He is hesitant to move in a marketing direction that may misconstrue his intentions. Jonathan fears promoting Bello
  • 14.
    14 Mundo by jumpingon the bandwagon will not convey a genuine message, possibly leading his customers to stray from Bello Mundo. Customer Analysis Entering the coffee business is more than just selling a product, it is a culture that is driven by individuality. While many coffee shops target similar customers, each unique shop identifies their specific “tribe” or target market. This target market segments into different groups based on shared interests, qualities, and lifestyle. Jonathan has created Bello Mundo with the intent of having a consumer interest based on specialty coffee and community values. With this approach, it is no surprise that Bello Mundo’s tribe consists of coffee enthusiasts, college students, and adults who desire to escape from the hustle and bustle of everyday life. With their focus set on community, Bello Mundo has created an atmosphere that promotes “sit-down conversations” rather than the fast-paced experience that “on-the-go” business people seek. Consumers that tend to identify with Bello Mundo’s “tribes” range from 35-54 year olds, a population that consists of 42% of adults who drink specialty coffee (Holmes). While 18-39 year olds are almost 46% more likely to consume coffee outside their home when compared to older consumers (“Coffee Consumption Trends”). This age range suggests that Bello Mundo’s target market would identify with products and brands that pay more attention to decisions associated with “corporate storytelling, social responsibility initiatives, and product sourcing” (Parkinson). In addition, Bello Mundo’s “tribe” values and appreciates the connections they make as well as the experiences they have. Millennials especially may partake in using social media as a way to connect and express themselves with others. Either by uploading photos or sharing their experience in order to capture a perfect moment with friends or family (“How to engage”). In order to have a deeper understanding of how Bello Mundo’s “tribes” go about their coffee experience, ethnographic data must be collected. This can be done by observing customers at other coffee shops that attract the same “tribes” as Bello Mundo. Scout Coffee, for instance, could offer similar customers who are also drawn to specialty coffee, relaxed settings, and “artsy” atmospheres. Additionally, Bello Mundo’s “tribes” can be found in settings such as Whole Foods, where customers seek out specialty products at a place that “support[s] the health, well-being, and healing of both people — customers, Team Members, and business organizations in general — and the planet” (“Our Values and Our Mission”). As a result, customers that frequently visit other coffee shops and community-centered locations will provide an additional insight to the thoughts and lifestyles of the target consumer. Competitor Analysis Bello Mundo’s direct competitors consist of coffee businesses that offer its specialty coffees in cafés and/or for wholesale. One of Bello Mundo’s biggest local café competitors is Sally Loo’s Wholesome Café. Sally Loo’s, unlike Bello Mundo, sells Four Barrel Coffee, a specialty coffee brand that is not brewed in-house. However, much like Bello Mundo, Sally Loo’s has also set out to create a place of community gathering (“Home”). Sally Loo’s offers homemade baked goods and locally sourced organic food options in a setting with a homey, hipster, and open vibe. Other local café competitors that serve high quality specialty coffee include Kreuzberg and Scout Coffee Company.
  • 15.
    15 Bello Mundo’s mainwholesale competitors, Intelligentsia, Stumptown, Blue Bottle, and Counter Culture, also have cafés which serve their respective brands in addition to being a part of the wholesale market. While Bello Mundo has only a few wholesale accounts, its competitors have thousands. Intelligentsia leads the specialty coffee world with accounts in all 50 states, Canada, China, and the Cayman Islands. Intelligentsia values quality above everything else. It accomplishes this through a direct trade model that finds the best locations for coffee farms that also pay farmers higher wages. Unlike Bello Mundo, Intelligentsia also offers subscription programs that customers can sign up online to receive their favorite blends at their doorsteps. Its coffee bars have the same open, urban feel as Bello Mundo, but none are located close enough to affect Bello Mundo Cafe. It is important for Bello Mundo to understand its direct competitors so that it can set itself apart. Bello Mundo’s largest indirect competitors are Starbucks and Keurig. According to Statistics and Facts on the Coffeehouse Industry, Starbucks claims a 32.8% share of the U.S. coffee market, which is almost as big as the 37% stake the entire speciality coffee market has in the broader U.S. coffee market (“Specialty Coffee”). Starbucks differs from Bello Mundo in two main aspects: it serves lower quality coffee and provides its customers with an individualistic experience. It values convenience and timeliness in addition to creating a tech savvy environment with features like free wifi. On the other hand, the National Coffee Association reports that “three of every four cups of coffee consumed in the United States are made at home.” Keurig has made coffee-making easier and faster at home with its Keurig Hot Brewers and K-Cups. K-cups come in a wide variety of hot beverages including hot chocolate, tea, and coffee, fulfilling the need to have a little lift in the consumer’s day. It is important for Bello Mundo to recognize its indirect competition so it can increase its personal market share by catering its marketing strategies towards coffee consumers it has not yet reached. This will enable Bello Mundo to fill the gaps that it has not currently fulfilled.
  • 16.
    16 Focus / purposeof this research project: ● Integrating a marketing plan that allows Bello Mundo to remain genuine. ● To strengthen the Bello Mundo brand and enhance the atmosphere of the Bello Mundo cafe Information gaps: ● What experience does a coffee consumer want from a café? ● What kind of experience does a coffee drinker at home have and how do we bring the Bello Mundo experience to their kitchen? ● What drives consumers to choose Bello Mundo over competitors? ● What social media/outlets would most effectively market Bello Mundo to it's target tribe? Research objectives for observation: ● Observe demographics. ● Examine how people interact with each other at coffee shop. ● Observe the Bello Mundo tribe in other environments they frequent. ● Observe competitors and clientele at competitor locations. (what information gaps are addressed by these ROs?) ● What drives consumers to choose Bello Mundo over competitors? ● What experience does a coffee consumer want from a café? Research objectives for depth interviews: ● Understanding customer values ● Understanding the customer’s daily routine (what information gaps are addressed by these ROs?) ● What drives consumers to choose Bello Mundo over competitors? ● What experience does a coffee consumer want from a café? ● What kind of experience does a coffee drinker at home have and how do we bring the Bello Mundo experience to their kitchen? ● Appendix B: Themes B.1 Theme 1 - Home Sweet Home: Drinking coffee is more than just a part of a daily routine: it is a reminder of home. As a result, this feeling of nostalgia often hits a customer as they enter through Bello Mundo’s doors. For one coffee lover, having a cup of coffee means reliving and dwelling in the comfort of her past. Since “...[her] mom always drank coffee,” for her, “it [reminded her] of home.” Bob Hetzel, a regular Bello Mundo customer, also believes that Bello Mundo “[is] kind of like [his] second home.” Frequent customers of Bello Mundo find that this comfortable and familiar atmosphere, also found in their own homes, is prevalent in the cafe. Many interviewees have tried other specialty coffee shops in San Luis Obispo and yet no
  • 17.
    17 other business seemsto compare to the ambiance Jonathan creates. As stated by Euripides “it's got that community atmosphere... and it makes it just kinda like a home atmosphere,” which ultimately prevents customers from straying from Bello Mundo. Many attribute this inclusive atmosphere to the community environment that is fostered by Jonathan, beginning with how his employees treat the customers. One customer describes how “they feel warm and [welcomed]” when the baristas know them by name and cater suggestions to them on a more personal level. Similarly, another loyal customer recalls an experience where her “coffee [was] already ready [when she walked] in the door.” Remembering a person’s name and drink indicates a certain level of intimacy that is found among friends. Once established, relationships between the employees and customers push the employees to care for even the finest detail. A classmate’s interview with a Bello Mundo regular notes this attention to detail through the consistent presentation of his latte. Since the customer is left-handed, the baristas take the time to flip his latte foam art so that the design will be facing him when enjoying his drink. Like a mother who lovingly cuts her child’s sandwich into triangles, Bello Mundo’s attitude towards its customers conveys the same love and passion. The makeup of the sandwich does not change, but the thought put into what would make a child’s lunch experience better, or in this case, a customer’s café experience, marks the difference between good and exceptional customer service. This small, but significant gesture translates to customers that Bello Mundo is dedicated to making them feel that they are receiving a tailored experience. As a result, Bello Mundo’s environment becomes a place that creates a sense of belonging, parallelling the cozy experience of being at home. These experiences offer insight on what the customer values and answers our third information gap of how to make Bello Mundo feel more like home.
  • 18.
    18 B.1.1 ● “Sometimes Imake coffee at home when my kids come home that I don't have enough time to go out and they do not want to leave the house I will make coffee at home and I'll buy beans from here so that I can make them in a French press at home but other than that I always like to get out of the house and come to this place, it’s kind of like my second home.” (Second round interview - Danny - paragraph 43). ● “I guess I just grew up with it, like my mom always drank coffee, so I would reminisce the smell. It reminds me of home.” (First round interview - Casey - paragraph 222). ● “Yes, I bring my own cup, (laughs). And sometimes if some friends come in before and, uhm, they say “Euripides is coming” it’s like “Ok, my coffee’s already ready, you just walk in the door and it’s just really nice!” I just like that attitude towards the customer.” (Second round interview - Maria - paragraph 12). ● “The baristas being friendly, they know me by name and I like when they give me suggestions. I think it all just centers around the baristas being nice, makes me feel warm and welcome.” (Second round interview - Justin - paragraph 4). B.2 Theme 2 - Connecting Over Coffee - A Therapeutic Approach Throughout our ethnographic research, we have found that people bond over their shared love of coffee. We have discovered that “Connecting over Coffee” is a theme that transcends
  • 19.
    19 how the communitycomes together to build on relationships over coffee and to strengthen the connection between one another. Euripides believes “ … [Bello Mundo] is a community- based environment and coffee is what brings it together.” Ultimately, a coffee shop provides a place to take a break from responsibilities. One of our interviewees expressed that they “catch up and talk about [each others’] lives.” Coffee not only enhances socializing, it also extracts a greater emotional feeling due to coffee being “therapeutic… [it makes one’s] heart so happy.” For many, coffee emulates a strong emotional feeling that customers continually seek. It acts as a soothing reminder to relish in the simple pleasures of life. Therefore, Bello Mundo customers tend to consume coffee more often in search of the positive emotion that coffee elicits. Coffee becomes a driving force that allows customers to feel happiness. Bello Mundo makes it possible to connect over coffee by providing sections of the cafe to disconnect from technology. This split among community and technology ultimately has “fostered good relationships” between customers that want to escape the hustle and bustle of everyday life. Consumers want this bonding experience to be readily accessible during their visits. A valuable customer said that “if anyone is at Bello Mundo [he] hangs out with them to grab a cup of coffee to shoot the shit.” This emphasizes that coffee shops, specifically Bello Mundo, are a place for people to pass time and discuss anything that is on their mind. This overarching theme of connecting over coffee addresses the information gap involving why consumers choose Bello Mundo over competitors. Bello Mundo provides a location for customers to unwind and connect with each other. Our findings also address the information gap regarding the atmosphere customers prefer in a cafe. Customers value a distraction free environment that allows them to focus on themselves and/or the person they are with. B.2.1 ● “[Coffee] soothes me and I feel like the process of drinking coffee is therapeutic and I don’t know, it just makes my hearts so happy.” (First round interview - Jessi - paragraph 4). ● “Like I said before I just live up the street so I just come down and if anybody is here I hang out with them and grab a cup of coffee to shoot the shit.” (Second round interview - Danny - paragraph 25). ● “ … this is a community-based environment and coffee is what brings it together.” (Second round interview -Maria - paragraph 14 ). ● “It has fostered good relationships. Like when I go meet up with people in coffee shops I always find it really comforting. It’s like a comfortable environment to be in.” (First round interview - Casey - paragraph 218). ● “I would probably sit in the back so we could talk and get some coffee and catch up. I think it’s a place I could bring a friend to just catch up and kind of talk about our lives.” (Second round interview - Luana - paragraph 7).
  • 20.
    20 B.3 Theme 3- Quality Over Quantity Unlike the focus of coffee shops who aim to produce coffee to customers as quickly as possible, Bello Mundo believes in crafting the best cup of coffee with each order. This expectation of quality coffee begins with those behind the coffee bar counter. To ensure each cup tastes as good as the last, Bob explains that, “[Jonathan] trains the workers so that they are almost as knowledgeable as he is or as close as possible…they can tell you anything you want to know about a coffee.” The bank of information that Bello Mundo employees possess convey to customers a palpable passion for the work that they do. Through this expertise, customers are assured that those who are handling their coffee are the best of the best. Bob reaffirms that the knowledgeable staff is the reason for “the best [cup] of coffee that [he has] ever had.” Besides offering expertise that cannot be found off the package of store-bought coffee beans, Bello Mundo’s coffee surpasses what the cookie-cutter coffee shop typically offers. Unique attributes, such as “[making] their own almond milk” are aspects that set Bello Mundo aside from their competitors. “It is the coffee itself” that brings customers coming back. Simply put, Bello Mundo’s regard for quality coffee is what makes visitors believe that they are the best of San Luis Obispo. Coffee culture has become one of instant gratification where the café’s main concern is to quickly deliver coffee to the customer. When the process is rushed, the consistency of coffee suffers and so does the rapport between the customer and barista. Emphasizing the art of creating an excellent cup of coffee to Bello Mundo’s employees allows customers to realize that every “Cup of Joe” served at Bello Mundo is better than just the average. This shows us why customers choose Bello Mundo over competitors and what kind of experience they seek. B.3.1 ● “He trains the workers so that they are almost as knowledgeable as he is or as close as possible.” (Second round interview - Danny - paragraph 37). ● “Yes definitely, I think this is one of the best cups of coffee that I've ever had for sure and the best in the area as well as the atmosphere but the passion that Jonathan and his workers have for the coffee and tea is outstanding, you can walk up to the counter and ask for the recommendation and they can tell you anything you want to know about a coffee, how it’s made, and give you description. You can tell that they are really passionate about the coffee and that's what I like.” (Second round interview - Danny - paragraph 35). ● “Their coffee. They make a very good latte. I think they make really good drinks and that is probably my favorite part [of Bello Mundo]. It is the coffee itself.” (Second Round Interview- Kelsey- Paragraph 3). ● “The coffee is great too; my favorite drink to get is their almond latte. I also just found out that they make their own almond milk which I think is so cool. And the baristas are always friendly.” (Second Round Interview-Jessi- Paragraph 6).
  • 21.
    21 Observations Round 1 LuanaDurand Observation round 1: At home field notes of my roommates drinking their coffee: Thursday February 5th 7:15 am at Stafford Gardens Apartment with Mairead Blaes and Allison Quantz: 1) So I come downstairs to eat my oatmeal breakfast and make my usual cup of coffee out of my Black and Decker coffee pot because I value taste over convenience of home brewed coffee and I see now that Allison is coming down the stairs but since I’m in the kitchen she goes and sits at the kitchen table and plays on her phone. Once I’m done she is now ready to do her daily routine of breakfast and coffee after I’m finished since she just came back from showering after the gym. 2) Slightly annoyed that I was in her way since she has 8:10am class and I only have class at 10:10. I think Allison is used to getting her routine in with no one in her way because she is usually the first one to wake up. And until she gets her morning coffee she is irritable and cranky so she was annoyed due to her lack of coffee. I would also say she is addicted because she brews a huge cup of coffee every single morning. And I have noticed that she is impatient and wants her bubble of space to not be affected while she makes breakfast. 3) Allison walks over from the coach into the kitchen to our pantry and grabs her Peet’s ground coffee and then spoons it carefully into the filter basket that is sitting inside the filter holder of the “keurig my k-cup replacement coffee filter” for ground coffee and tea instead of using the K-cups and twists the basket lid on. She then opens the top of the Keurig Elite K45 machine and inserts the “keurig my k-cup replacement coffee filter” into the hole and presses the handle down to lock in the insert into place. 4) That way it’s much cheaper and faster to make coffee in a keurig as opposed to buying K-cups each time. And the convenience of buying ground coffee also saves time because then all Allison has to do is spoon the ground coffee into the filter basket. Also, she values her peace and quiet and her me time and therefore would rather make a less desirable tasting coffee at the convenience of our own apartment. 5) She then turns on the keurig and lifts the side panel on the left and pours in water and waits for the keurig to heat up the water. As it heats up she mixes in water into her bowl of dry oats and microwaves her oatmeal and then when the keurig displays “ready to brew” she places her tall cat cup under the hole and presses the far right button for the most coffee brewed to come out. As the water drips through the ground coffee in the funnel and spews and makes gurgling noises as it drips the last drops of water in her cup, Allison goes to the refrigerator and grabs her milk and half-and-half. She then goes to the pantry and grabs her plastic sugar pourer filled with stevia 0 calorie sweetener.
  • 22.
    22 6) She sometimesuses hazelnut creamer as well but it just depends on what she feels like, since she didn’t use it today. And today she was not in the best mood since she hadn’t gotten her coffee yet so she just did her stevia sweetener instead. 7) Now that the coffee is ready she flips open the top handle and takes out the “keurig my k-cup replacement coffee filter” and opens the basket lid and bangs the filter basket against the inside of the trash can to get the coffee out. She then takes out the filter basket from the filter holder to clean all three parts with soap and water. Now that her coffee is done after a few minute process she sprinkles in some cinnamon from the cabinet and pours the stevia onto her spoon three times and pours it into her coffee each time and stirs the cinnamon and stevia into her coffee. She then pours in a drop of about 5 seconds worth of 2% milk from the carton and a little bit longer pour of half and half and stirs it all in. She sips her coffee for sweetness and heat and determines that it’s to her liking. She then puts all the other ingredients back into their places and takes her oatmeal and coffee to the couch. There she opens her computer and turns on Netflix and plugs in her earphones and puts one side into her right ear. She takes a couple bites of her oatmeal and hen sips her coffee while being glued to her computer screen. About 10 minutes go by and she finishes her oatmeal she sips her coffee some more and watches a show on Netflix. 8) Since Allison values her time before her day of classes begins her way of relaxing is eat breakfast slowly and sip her coffee enjoying it the fullest while watching her Netflix TV shows. I think she likes to start her day in a relaxed state of mind and watching her TV is her break from doing school or “responsibilities”. 9) After Mairead has woken up and showered it’s about 7:30am and she comes downstairs and goes straight into the kitchen to grab her ground Starbucks Italian roast coffee out of the refrigerator and her vanilla creamer. She take the “keurig my k-cup replacement coffee filter” out of the dish drying rack and spoons her coffee carefully into the filter basket that’s sitting int the filter holder and then screws on the basket lid. 10) It’s a lucky day because Mairead only drinks coffee rarely if she really needs an extra way to wake up after a very late night studying and today she does in fact have a midterm because she told me last night it was at 9:10am, which is why I decided to observe today because I had a feeling she would be needing some pick me up of coffee. 11) Mairead then walks over to the keurig machine and also repeats a similar process to Allison. She opens the top handle and inserts the “keurig my k-cup replacement coffee filter” into the hole and closes the handle down. She presses the button in the middle to turn on the keurig machine to heat the water. As it heats up the water she opens the cabinet and grabs her mug and then goes in the pantry to grab her instant coffee packets. The coffee now displays “ready to brew” and she places her coffee onto the half dome base and presses the farthest button to make more coffee also. As the keurig gurgles and spews out the water through the filter of ground coffee she goes back to the kitchen and pours oatmeal water into a bowl and microwaves it also. Once the coffee is done Mairead opens the top of the Keurig and takes out the “keurig my
  • 23.
    23 k-cup replacement coffeefilter” and screws off the basket lid and hits the filter holder against the inside of the trash can as well getting out the majority of the coffee and places the “keurig my k- cup replacement coffee filter” in the sink. She then gets her coffee from under the keurig and places 2 packets of instant coffee into her coffee and stirs it. She then pours sugar from the cupboard out of the rectangular carton and stirs her coffee. She then pours in creamer filling the cup to almost the top of the mug. 12) She likes her coffee especially sweet and even sweeter than Allison; which I didn’t think was possible. I think Mairead has a less rigid routine in the morning depending mostly on how much sleep she gets since she’s an electrical engineer and has a very tough course load. Therefore, she also rather do what is quick and easy as opposed to taste normally, which I see through he microwave dinners. 13) Mairead then grabs her oatmeal and coffee and takes it the couch where she opens her book and studies more for her midterm. At this point it is about 7:35 and Allison pulls out her headphones from her computer and closes her computer and then asks Mairead how she feels about her midterm and they have a discussion about her class and their plans for the day. I also ask how that class is and Mairead describes to me it’s her hardest EE class and that she feels okay. Now it is 7:40 and Allison takes her computer and sets it on the kitchen table and washes her dishes and runs upstairs to brush her teeth and then grabs her backpack and says “have a good day and good luck on your midterm Mairead” and heads out the door at 7:45am. Mairead has eaten her oatmeal and drank her coffee by about 8am at this point. She then walks over to the kitchen and washes her dishes and decides to study for her midterm until about 9:30am and then brushes her teeth and leaves at 9:40am and I wish her a good day and good luck. 14) Since Allison values her time she multi tasks often especially this morning when she was eating oatmeal, watching her show, drinking coffee and having a conversation with both Mairead and I. I think the overall take-away from my observations of them are that they value their time, and want to do whatever is fastest and convenient to them but at their own pace and in a relaxed and quiet environment of their home. Therefore, I don’t see them going to a coffee shop because the coffee shop is much louder, slower process and not as peaceful with people around. Justin Observation Round 1 Notes: February 6, 2016 1. Today is the second time I have been in Bello Mundo. The first time I went was mainly just for my own benefit in order to become familiar with our client. Now today I came more so to observe the natural setting and see what I can find. 2. The first thing I noticed since entering Bello Mundo today at approximately 3pm was the line to order. This line consisted of mainly students of both genders and adults aged approximately
  • 24.
    24 30-65. None ofthe people that came to Bello Mundo had the intention of leaving as every person from that beginning line got their order “for here.” I felt that this really helped me understand more of what Jonathon meant by Bello Mundo having a strong connection with the community. In addition to people staying in the shop to consume their coffee/ snack, I also noticed from the line that more than once, a customer asked if they offer baked goods to be ordered in a bundle to take home. At this time the employees seemed to respond by stating that they do not offer packages of baked goods like that. Because numerous consumers were curious of this, makes me wonder if Bello Mundo did offer a package deal like that how much extra sales they could receive. As far as the production of ordering and receiving coffee, they seem to have a good system. One thing I noticed was that the line seems to be pretty long at all times. Maybe if they had 2 registers working instead of one, that would speed up production for customers. Aside from that, they make their drinks efficiently while the consumer casually takes a seat in their local community section and call out their order in a relatively acceptable amount of time. 3. Along with the line, I observed the two sections of Bello Mundo (community and work/ business). In my opinion this set up is extremely effective in regards to their values on the community. In addition it fits well with our information gap based on “what experience does a coffee consumer want from a café?” This seemed to be effective because both sections fit coffee consumer needs and allows both types of consumer to have their needs fulfilled. As seen in this photo, customers at the “bar area” are able to freely mingle and socialize; while, the man in the background casually reads his book and escapes the stress of the work day. In addition the work space in the very back is filled with individuals ready to get their work finished. 4. Overall from my observations I found little problem with Bello Mundo. Only the potential of overcrowding. By that I mean maybe could use a little more seating without killing the open space and relaxing ambiance. Along with that, it appears that consist customers really like the social atmosphere along with the preference of their specialty coffee; while, new consumers enjoy the coffee and the change from your typical coffee shop with Bello Mundo’s friendly and social environment. Jessi Biagioni Round 1 Observation: Date: 2/09/16 Starting time: 3:15 Ending time: 3:34 Location: Poly Canyon Village (Cal Poly on-campus apartments) Participants: Emily Wadensweiler
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    25 P1: Emily beganmaking her coffee by grabbing her Brita filtered water pitcher and slowly poured it into a coffee kettle. Next, Emily pushed a switch on the coffee kettle and it began to make a loud, drowned out sound that almost sounded like a car engine. After this Emily opened her cupboard and grabbed a large mug. She was moving at a fast pace. Emily set the cup down and rolled her eyes and seemed to be frustrated by something. She then picked up her cup and proceeded to put it back in the cupboard and then grabbed a to-go coffee cup. P2: After the observation was over I realized she became frustrated due to the fact that she grabbed the wrong cup and was trying to hurry out the door to get to her class. P3: Emily closed the cupboard and opened another cupboard. She stood there and stared at the open cupboard, placed her hand onto her chin, and looked as though she was thinking. I could see inside the cupboard there were probably around 10 different types of coffee beans just from what I could see. After a minute or so of standing and concentrating on the cupboard, Emily began digging into the cupboard as if she was searching for something. She pulled out various boxes of tea, boxes of coffee, as well as tins of coffee. It looked that she finally found what she was searching for and pulled out a cylinder shaped tin that was teal colored and had the words “Guatemalan Coffee” on the tin and rearranged the various boxes of tea and coffee back into her cupboard to the way they looked before she was digging through them. P4: Emily picked up what looked to be a fancy tea cup with a small plate attached to it (see attached picture on the last page) and then placed it on top of her to-go mug. I became very confused as to why she was placing a cup on top of a cup. P5: I later found out after talking to her in the interview that it is called a Coffee Cone that allows you to manually brew your own coffee and gives you complete control of the brewing time and temperature. P6: Emily opened her cupboard once again and pulled out a rectangular red and green box. She opened the box and pulled out a coffee filter. Emily then placed the coffee filter inside of the fancy tea-looking-cup. After this, Emily opened the Guatemalan coffee tin and gently shook some into the fancy tea cup with the coffee filter. She did not measure how much she was putting in, and looked as if she was just eyeballing it and knew what she was doing. Emily then began to lean against the counter and look at her phone for around two minutes. She looked up as soon as she heard a clicking noise that came from the coffee kettle. Emily grabbed the coffee kettle and began pouring water onto the coffee grinds in her fancy tea cup, completely drenching the coffee grinds. She stopped for a moment to lift up the fancy tea cup and I was able to see that the coffee was dribbling out of the bottom of the fancy tea cup into her to-go coffee mug. She began pouring water in again and repeatedly lifting the cup up.
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    26 P7: I thinkshe was doing this to check and see if she was pouring in too much water if it was going to overflow. P8: She poured it until what looked like about half of an inch of space left from the coffee to the top of her to go cup. Emily then went over to the fridge and grabbed some Trader Joes unsweetened almond milk. She poured this into her coffee to go mug until it was completely full. Emily returned the almond milk into the fridge and quickly put on the lid to her to go cup. She also placed the fancy tea cup into the sink. Some of her coffee was still seeping out of the fancy tea cup and splashed onto the counter. She left the coffee in the kitchen and dashed into her bedroom and when she came back out had her backpack on, grabbed her coffee from the kitchen and went out the front door. Casey Li Observational Notes 2/4/16 –Scout Coffee (9:33 AM) 1. Entrance - Initial feel – very relaxed, hipster (has somewhat unique décor), nice décor (kind of hipster meets rustic) - “Designed by pinterest” - Board that says “coffee” that’s created with nails and string? - Pinecones as decor o Music is more “young” 2. Register - nice cashier - Pastries behind display at front - Honeylo coffee beans sold at front of counter - Is Honeylo (SLO, CA) their personal brand??? See it on apparel too - 10 oz of Honeylo beans sold by resealable “packet” - See bigger packages in back but not sure if those are for sale or for their own personal use - Free sample of one of the pastries being sold (Like a kitchen/bar feel) - Small goodies like chocolate are being sold - Young cashiers 3. Menu - On wooden panels - Simple lettering, pretty simple options too 4. Front of store - Selling a lot of merch (like apparel, mugs, coffee beans, coffee-related stuff that doesn’t necessarily have their own branding) 5. Seating
  • 27.
    27 - Some tablesagainst wall - Seats at “bar” 6.Seats against wall (meant for ½) - Not many outlets anywhere – even against the walls (maybe on just this side of the room? To encourage unplugging?) 7. Coffee - Ordered mocha - Wait time was very short for line and mocha - Mocha tastes pretty good… not really sure if anything special though - Very small “station” for what I presume to be for coffee – right next to the door and trashcan - Baristas are dressed super casual (plain tops) – to match setting of relaxed feel? - Was hot but didn’t stay hot for very long 7. Demographic - Middle aged business people (some had laptops, some had notebooks/padfolios in front of of them, collared button shirts) - Students doing homework - A couple of people just chilling/having a convo - Business guy went to close the door even though he’s not that close (maybe he’s cold?) - door was originally closed…probably only for the morning - Two fashionable women walk in – one looks slightly older and asked what other girl wanted, other girl says she can get her own but older woman insists - they don’t seem super close so maybe younger girl just started work and boss is taking her out for coffee? à sat for maybe 15 min and then left…off to work? - Ppl against the walls tend to be doing their own thing while ppl having convos are more in the middle - People that come in are either well-dressed (like bus casual) or super relaxed - Two guys that came in together – while waiting for coffee are checking out merchandise – pick stuff up but don’t buy - Two girls come in – one buys something other goes to look at merchandise…but is at counter now - Don’t really see any families - Guy with coffee mug comes in – buys coffee but is put into his own thermos - Guy purchases what looks to be half of bigger coffee bean package + 10 oz (seems to be somewhat familiar with the people behind counter…regular?) - Definitely have regulars come in because guy behind counter starts talking to a girl about her boyfriend
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    28 - Lot morepeople coming in now (10:13 AM) 8. Random - Have free wifi - Isn’t very clear whether I’m supposed to return cup to counter or leave at table - There’s a sink that’s facing ppl who would sit at the bar Scout Coffee Co. Observation - Maria 1 1. Scout’s coffee has a very earthy feel. There is exposed brick on the walls and pinecones hanging throughout the store. Natural and industrial elements are being blended. Shiny metal stools at the bar (no one is sitting at them) and exposed piping on the ceiling. 2. I believe Scout Coffee Co. is trying to bring the two elements of earth and industry together to give the impression of a “natural café” while still giving the impression of possessing the ability to produce quality coffee. The industrial aspect seems to cut down on the potentially gimmick of a hippie café. 3. The back of the store looks a lot like Urban Outfitters. Lots of what seems to be random hippie/hipster merchandise. It ranges from, shirts, cups, animal figurines, stationary, natural soaps, perfume, and calendars. There is only one register, which does not seem to be an issue at this hour on a Friday night. Immediately to the right of the register is a glass window that encompasses all of the desserts. To the right of the glass is the espresso machine where the barista makes the coffee. The coffee beans for sale are placed in front of the espresso machine and near the pick up station. 4. Although the items placed at the back of the coffee shop seem random at first, these are items that their community appreciates and is inclined to buy while in the shop. I am inclined to believe that these consumers seek these products outside of their coffee drinking experience. The strategic placement of the packaged coffee beans and desserts allow he customers to immediately focus in on them. A customer usually comes into a coffee shop for a drink. Food and coffee beans may not be on their minds. Placing these items directly in front of the customer insures that these items will at least become a consideration. 5. The music playing in the background sounds like a soft folk rock/acoustic. It is not intrusive and played at a medium level. The noise level is relatively low but there are not many people in the store. They have 3 menus to choose from. One is hanging right behind the register, there is a paper one on a clipboard on the register and there is a specials menu written in chalk on a pillar in front of the register, which does not really resemble a menu. Scout’s has a sign outside of the coffee shop and Bello Mundo does not. 6. 6:00 PM: Not many people in the café at this time. Two female friends are chatting over a milkshake and what appears to be a latte. 7. 6:12 PM: Richard is regular who is talking to the barista, Kristen? He is thanking her and says that he’s happy that he got to see her again. Kristen explains to her coworker than
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    29 Richard is aregular and she nods and introduces herself. The conversation ends there and they give him a to go bag. Richard was originally sitting behind me working on a windows laptop. 8. We see Richard, a regular, who obviously feels comfortable coming in and talking to the staff as if they were life-long friends. The idea of comfort plays an imperative part in customer satisfaction. Companies make the most money off of returning customers and keeping them happy with the service provided. Richard is a prime example of what companies wish to recreate. The recreation of feeling at home differs between each individual so it is a challenge to impose that feeling on every customer 9. 6:13 PM: Study girl comes in with her backpack and puts her stuff down before going up to the register to buy food and a drink. She knows right away what she wants: iced coffee and a muffin. There is minimal interaction between the two. The girl settles in and begins studying back where she left her backpack. She has a book and a notebook and is not using a laptop. She gets back up when her order is called out. She does not use the milk station and comes back immediately. 10. 6:15 PM: Coworkers are talking about the rigorous training they had to go through but their new coworker is so enthusiastic that it is a breeze for him. They are all talking while working and cleaning the back counter. One continues talking while sweeping the floor behind the counter. Scout needs knowledgeable workers to produce high quality coffee and does not rely on their expensive espresso machine to handle all the work. It appears that employees are thoroughly trained so they can answer questions about specialty coffee that may not be common knowledge to newcomers . 11. 6:19 PM: 2 girl friends come in but only one girl orders (girl #1). The cashier is very friendly and patient and asks the other girl (girl #2) if she’s sure she doesn’t want something to eat. The girl responds that she’s okay. Girl #2 has second thoughts. She had been staring at the menu while her friend was ordering. She says, “Hm, maybe I’ll try that.” She is now at the counter asking about the difference between a cappuccino and a latte. Cashier explains how the interesting syrups compliment the coffee and do not taste strange. The girls sit down on very low, green metal stools and rest their feet on natural tree stumps in the store. 12. 6:22 PM: Man comes in and the barista recognizes him immediately and knows his order. The man stands at the register rather than waiting at the pick up station to his right. The barista personally hands him the coffee, the man says thank you and skips the milk/sugar station. He is in and out with his drink. This is one customer of many who entered the coffee shop to take his drink to go. It is interesting that the coffee is taken to go on a Friday night. Perhaps he worked close by and needed a “pick me up” or preferred drinking his coffee at another location. Scout offers to go cups but it does not have a “to go” atmosphere. 13. 6:23 PM: Barista calls out the drink for girl #1. Her drink is in a to-go cup. Girl #1 and #2 quickly pick up their drinks without saying thank you and exit the coffee shop without saying anything.
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    30 14. 6:30 PM:Man #2 comes in asking for a coffee on ice. Very minimal conversation. Stares at the menu after he orders. The cashier asks if he would like something else and he points at a cookie. He then exits. While he is waiting to pay, he sees the different desserts and decides to get a cookie when asked if he wanted anything else. His original intent was to only purchase a drink but was subliminally convinced otherwise by the visibility of the desserts. 15. 6:34 PM: Despite traffic being pretty slow, the staff (2 females and one male barista) is constantly working behind the counter. One girl from the staff is now mopping the floor of the café. 16. 6:37 PM: 3 girls walk in. Ask right away what the deserts are. The cashier names ALL of them. Girl with black jacket picks up an item on the counter, observes, and puts it back down. The 2 friends in front of me are humming REALLY loud, almost obnoxiously. Thankfully they are finally leaving. One girl picks up their dirty cups and brings them over to the counter where the barista calls out drinks. Meanwhile, the 3 girls are still asking about items on their menu. (6:40) So far, only the girl in the grey shirt has ordered a pastry and maybe a drink? The girls stand a few feet away from the register while they wait instead of grabbing a seat. They look like freshman. 17. 6:44 PM: Young man (let’s call him glasses) comes and sits in front of me at one of the 4 people long and tall tables. He is with a girl (jean jacket) and they both have their backpacks. The girl comes to the table after she orders from the register. The young man takes out a laptop. 18. 6:46 PM: The 3 girls from earlier move over to the milk station and leave quickly after. 19. 6:47 PM: Study girl from earlier is done with her drink and brings it up to the bar. She appears to be done studying. She packs up her stuff into her backpack and leaves. 20. Study girl seems to have finished studying as soon as her coffee finished. It is a possibility that she decided to leave because she did not want to order another coffee to continue studying. This could be because of price or because she felt pressured to be consuming Scout’s products in order to remain in the café studying. 21. 6:49 PM: Jean jacket gets her drink, which appears to be a large hot chocolate with a lot of whip cream. Glasses sees the drink and opens his mouth in awe. Maybe he’ll go get one too! They appear to be distracted by the drink and push their homework aside. 22. 6:52 PM: Athletic looking woman comes in and only buys a bag of coffee. The cashier asks if she needs anything else or a bag. The woman replies that she has all she needs. She quickly pays for the beans. She leaves immediately after without a bag for the beans. 23. I really want to know if this type of transaction happens often. I assumed that most people would come to a café mainly for coffee and buying beans would be an after thought. I assume this woman has a passion for specialty coffee and is equipped to make her own coffee at home. Kelsey Zerr FIELD NOTES: SALLY LOO’S OBSERVATIONS
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    31 Friday, February 5that 8:52am 1. In-field jottings: • Woman ordered coffee cake with a coffee, the baked goods are to the right of the counter which is facing the direction you have to go to order • Really fast order time • Friday morning seems to be a middle age group • One family came in • Looks like a good potential date spot • Room is industrial looking with wooden cut-outs, all including humans or parts of humans • Well use of space, very accommodating when business is slow • Wooden handcrafted furniture • To go coffee and pastries have a separate line • Cream/salt & pepper/water/napkins/sugar is located on a table straight ahead from walking away from register on the way back to where you sit down and eat • People seem to come and have good conversations, nobody is glued to their phone if they are eating with other people • The one person who is sitting alone is on their cell phone • All walks of life come here • Cashiere doubles as the person cleaning tables • When it is 9:30 am a group of younger college-age friends come in • The younger students finally get their food and begin taking pictures of it to post on Instagram • There were several college students studying 1. As soon as I walked into Sally Loo’s Wholesome Café I felt at home. The space was extremely inviting with its simplistic printer paper menus on clipboards at the entrance to its man-made wood furniture and cut-out sculptures on the walls. The contrasting blue and yellow walls bring a warmth to the kitchen part of the shop will a relaxed/cool feeling to the sitting area. There was a medium level of volume when I arrived, as people were talking and enjoying their meals. I went though the traditional line for food and beverages. The experience was enjoyable as the line moved quickly and the staff was very friendly. I ordered a breakfast burrito. Then I went and sat down in the corner of the room. I noticed there was a window looking out into a sort of patio area that was consumed with many succulents. Not many people were looking at their cell phones the whole time while there. My food finally came, it probably took about 20 minutes after I ordered it, it was really good and of high quality. 3. It seems to me Sally Loo’s is a great place to come study and has a very strong community feel. Based on the observation that many people aren’t constantly on their phones, even with everyone living in the technological age, suggests that people go here to truly connect with others and think of the café as a gathering place. Everyone also seems to be very relaxed because of the wholesome nature of the food and the homey atmosphere. The environment draws all ages. The set up that Sally Loo’s has with a different line for to go coffee orders and
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    32 dine-in orders isvery efficient. My own critique of this however is the width the line area could be larger as I imagine it would get quite compact if they were really busy. Kelsey Zerr BELLO MUNDO OBSERVATIONS: Friday, February 5th at 10:01am 1. Community Space: • Space is very open, almost too open, very relaxed environment • Friends are playing chess at one table • Cashier takes order through an iPad and those with credit cards scan it through the iPad to pay • All of the workers have a lot of textures, colors in their clothing, most have tattoos • Modern art is on the walls: bicycle tire sculpture, colorful pieces, American style, peace signs, book shelves • Bar area- younger people are sitting there • Start coffee while customer pays • Friendly cashiers • People of all walks of life are here • A lot of people are on their phones, many people are alone, it is a very quite environment • Women goes up and reads tiny sign explaining the different spaces • Community events bulletin by the door • One man seems very impatient about the time it is taking for his coffee to be made. He finds a table after paying, puts his laptop down then paces back and forth to the counter with arms- crossed. Begins picking his beard then looks at the counter again, sits back down, glances at coffee counter again, seems more agitated, goes back pacing • Not many baked goods in the counter display • Baked goods are noticed by a child and her mom, then ended up buying a scone and mom orders a coffee for herself, got order to go • Man from above notes still waiting for his coffee 5 minutes later, still agitated, the more agitated he gets the closer to the counter he gets, finally has his coffee, looks relieved and sits back down and concentrates on his laptop • Wooden and metal furniture • Small plants everywhere creates a homely feel • Adults put tips in the jar • Everyone seems to notice the baked goods • Another man who looks like a business person goes to the counter with arms crossed worried coffee is taking too long, stays there looking, wanting his coffee, he leaves the counter and comes back and waits for coffee again then finally picks it up
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    33 • People inline browse pastries as they wait • The employees making coffee are very meticulous about what they do, keep areas very clean • Chalkboard signs guide customers around the space • People wait by counter most times, don’t sit down first • Another grandma and mom with kids buy pastries • Most people who order stay they do not order to go • A father and son are watching Jonathon make a pour over, they decided to sit at the bar and talk to him 2. Study Space: • Smaller than the community space but has almost the same amount of seating as the other space • Most younger people are studying on their laptops, reading books, earphones are in, they are not talking, some other ones are on phones • People are sitting by the window looking out- people watching • Cal Poly students- one wearing an engineering sweatshirt • Everyone seems relaxed and in their zone • Ran out of water cups at the counter, they were never replaced 3. When I first walked into Bello Mundo I was greeted by a bulletin board with community posting that was placed right near a cute table and chair set up which lead my eyes towards the counter. There I saw a glass display behind which there were a few pastries. I then approached the counter where a friendly woman took my order of a hot chocolate on an iPad while another one began to prepare my drink. I paid and went and sat down and couldn’t help but notice all of the blackboards directing me around the space. The industrial looking space has a smaller space for studying and the larger space was devoted strictly for community. This layout made the study space seem significantly less important than the community space. I personally didn’t like the layout I thought it was way too open, as a result, I didn’t feel like it was very homey at all instead I felt distance. I then picked up my hot chocolate which I thought was adorable and took it back to my seat. It was one of the best hot chocolates I have ever had and the film on the top of it was so thick and delicious. However I did not feel a strong community sense instead I felt quite isolated as it was so quite in the space. Finally, I went and took a seat in study area and proceeded to observe the customers and staff, those specific observations are listed above. In general I noticed that the community space crowd tended to be older many of which came alone, while the study space was occupied mostly by college students studying and doing homework. Many of the college students were alone as well and most people throughout the shop were on their phones disengaged with other people. 4. One of the biggest agitations I noticed that most people had was that it took too long to get their coffee. Multiple individuals either stood the whole time at the counter or paced back and forth anxiously awaiting their coffee. Additionally for every minute that would pass for them without their beverage they would get closer to the counter and their arms would become more crossed which is a behavioral gestures that shows the person is closing themselves off to the other people in the room. Another pattern which I think is noteworthy is that every parent with a
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    34 small child thatcame in noticed the pastries right away and by request of the child, the parents always purchased a pastry with their coffee. This demonstrates that children might have a significant amount of influence in the buying decisions of a family. Additionally, the parents might be buying this goods because it makes them feel like a loving parent as they make their child happy and reward them. Thirdly, I would like to note that I believe the display of pastries is located in the perfect place as almost everyone who walks in investigates it and as a result Bello Mundo is more successful at selling pastries. Additionally, almost everyone that visited during the shop during my observation ordered their drinks for there which signaled to me that customers might come because they enjoy the experience and it seems if they are going to a place like Bello Mundo they aren’t trying to just fulfill their coffee need fast but rather are invested in staying for a little while 4.2 Interview Round 1 Justin Dhillon Interview 1 Interview Transcript Hello, how are you doing today? I am very well, enjoying a beautiful day, how about yourself? I am good. Tell me a little bit about yourself Nick- where are you from? Haha well, my name is Nick Russo I am from Southern California, Orange County to be specific and I like coffee haha What do you like to do in your free time? In my free time I like to play soccer and write software. Oh awesome! What is your favorite soccer team? And how long have you been writing software? My favorite team is FC Barcelona and Messi is my favorite player. Best in the world if you ask me haha but judging by your haircut I am assuming you are a Ronaldo fan? Hahaha yes I am! Good guess! Also I have been writing software for like 3 years now and often times I end up here at Bello Mundo doing it.
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    35 1. Ya man,definitely! When did you start drinking coffee? Beginning of Fall Quarter this year. Oh! So you are recent to it? Yes. So what about coffee made you want to try it? I like caffeine. Do you like the taste? Or is it just the feeling that gets you going? It doesn’t really affect me anymore. So yes, it is the taste, along with just the action of doing it and sitting in Bello Mundo that gets me in the groove of things. When do you prefer to drink coffee? Morning, afternoon or evening? No preference. I’ll literally drink it whenever. Feel free to elaborate Oh okay! If I were to go to bed, I would drink coffee five minutes before I go to bed. The caffeine doesn’t affect me in a way where it will keep me up. That’s ridiculous! Haha that is actually pretty insane! Is it something you think you would need every morning. Uhm, no; however, I am starting to get headaches when I don’t drink any. So I don’t need it every morning but I do try and drink at least 1 coffee a day or I’ll try and substitute it with Matte. Describe your (morning, afternoon, or evening) when you decide you want to have a cup of coffee? Like what do you usually order? What do you like to put in your coffee? Do you go alone or with friends? Mm I’m not much of a drip kind of guy, I usually do Lattes, cappuccinos, flat whites, I’m not necessarily a pure coffee kind of guy. But my usual thing is a cappuccino or a latte. Like I don’t usually have like a time or a drink, I just get the same thing no matter what time it is. If it’s hot I’ll get an Iced Chai. But usually it’s a latte or cappuccino. Do you prefer to have your coffee on the go, or does it depend on the time of day for that kind of stuff? Uhhm, I usually go to Bello Mundo to do work. So I like just sitting down and drinking it. But if I want to get just get a coffee and go, then I don’t have a lot of time then yes, I’d just get it to-go. Ok, so it depends on what is going on around you?
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    36 Yes, I meanpreferably it’s sit down and drink it. How does your routine change when you don’t have coffee? I wouldn’t say it’s the coffee, I’d say it’s the going to Bello Mundo that changes my routine. So you don’t make coffee at home? Uhm, I do. I have an espresso machine so I do make coffee at home, but I think it’s the action of going there and sitting down that gets me in the groove of doing things. At home I am more productive between the hours of midnight and 4 am. So that’s at home. 2. What is your favorite thing about Bello Mundo? The staff is really nice and they are really nice to me. Now they know me by name which is cool. I mean I go there a lot so you know, you get to talk to them and know a little bit about them. So I like that and I like how open it is. I also like the community space because I don’t think it’s very fair when people just come and take tables and stay there for 10 hours and order 1 drink, or don’t even order a drink. Tell me more about the staff Well, like I said, they know me by name now which is awesome. But they are also just really friendly and approachable. Like we have conversations and make jokes toward each other now. So I’d just say it’s a really nice and friendly environment because of the staff. Do you think the taste of the coffee has anything to do with why you come here or is it mainly the atmosphere? I definitely go there because I like their coffee the most. I would say it’s this (Bello Mundo), then Scout, then 50 feet of crap, and then Kreuzberg. Oh really? Kreuzberg is that bad? It tastes like you are drinking camel’s piss. I went there twice and had a really crappy latte both times and was not happy about it. So what made you want to come to a specialty coffee shop as opposed to like a Starbucks? Actually my roommate forced me to come a couple times. He actually even forced me to drink coffee and that’s pretty much how it started. He was like ‘hey, I’m gonna go do homework at this coffee shop’ and I was like ‘Mm but I don’t like coffee’ and he said ‘You should have it anyway’ and it was really good. And then I started going to Starbucks. I never got coffee before Bello Mundo. So I went to Bello Mundo to originally get coffee and now I’ll go to Starbucks to get coffee too. Is that like if you are on the run you’ll go to Starbucks?
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    37 Ehh, that’s likeif I’m at school, on campus. Or if it’s like really inconvenient to go to Bello Mundo. So was your friend a big coffee drinker that introduced you to this place (Bello Mundo)? Yes, he has like 4 cups a day and Bello Mundo is his favorite place in SLO. Would you be more inclined to try other coffee shops if they were involved with giving back to the community the way Bello Mundo is? I mean if they have a pretty decent atmosphere and have a good shop like Bello Mundo does then yes, I’ll give them a try. It’s a plus they give back to the community so yes I’d probably try this other place out. 3. Do you ever make coffee at home? Yes, I do, I have an espresso machine. Do you use it in the morning or just whenever? I use it at just about any time of day where I don’t have time to go out. Do you use beans? No, an espresso comes in these individual pods. It is kind of like Keurig but way better is the only way to describe it. What kind of pods do you like to use? Pretty much the most intense ones they have. Like they have a scale of 1-10 and I use 12s haha If Bello Mundo offered beans you can bring home and make in your own kitchen would you be inclined to buy them. Absolutely! I would love to have their coffee in my own kitchen. It probably wouldn’t take away from me going to their shop because I love the atmosphere and their service but yes, it would definitely be cool to have the ability to make their coffee in my own kitchen. 4. What type of social media do you use the most often? Twitter, Twitter is amazing. Okay, and why do you pick twitter over Facebook or Instagram? Because Twitter is timely, better information, it is just all around a better platform. Because you can get information from it and not just look at stupid pictures. Like say someone were to post I would get a lot more out of a twitter post compared to an Instagram post because I am more inclined to flip past a picture… Like say Bello Mundo were to get a social media account and
  • 38.
    38 they were toget a twitter and an instagram. Instagram would post pictures of like coffee drinks or something I would just see it and flip through it. A twitter account if they were going to post a promotion, I would read it, get that they have a promotion and go capitalize on it rather than instagram I would just flip through it. Ok, so do you think it is just easier to navigate especially with sharing preferences? Yes, it’s just a better way to interact with all of your followers. What do you consider your favorite brands or companies? Apple, Google, Nike, Adidas, BMW or Audi. Why? Just good high tech, quality products along with a solid brand name. 5. Closing Question What role would you say coffee has played in your life? An educational role because it makes me do my homework, also an addictive role because I probably spend $50 a week on coffee. Wow that’s a lot! Well thank you for your time I really appreciate it Nick. No problem glad to help out my favorite coffee shop. Luana Durand Round 1 first interview: Interview Transcript: (Interview done at Kreuzberg) 1) Me: Okay so our topic is going to cover coffee. So tell me a little about yourself …what’s your major…what do you like to do on your free time? Ashley: Hi I’m Ashley Himmelstern, I’m a fourth year at Cal Poly and I’m a psych major and minoring in biology and I’m also in Alpha Omicron Pi. I was born and raised in Calabasas, California. I love animals; if I didn’t feel sad putting down animals I would have been a vet possibly. I have two cats that I love so much who are named Rocky and Bruno. And on my free time I like to craft, I have an etsy account for my Minnie and Mickey ears that I custom make with different sports teams and pretty much anything people want. I have an unpaid internship at juvenile hall and I work at a medical office downtown doing insurance checks for clients and I’m basically a receptionist and assistant all in one. And that’s pretty much it.
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    39 2) Me: Ohawesome. Since you’re a psychology major does your internship relate to what you want to do for your career after you graduate? Ashley: Yes it does. So at Jail or juvi I work with teens who are trying to get back on track and I do these different workshops and programs that I facilitate so that they can have real world examples of life outside and getting back on track for a healthy recovery or to like get their lives together. When I graduate I want to be a psychologist for criminals or like research what goes on in their head when they commit crimes basically. 3) Me: Wow you really know what you want to do. Yeah I love all that Criminal investigation stuff and all those shows like CSI are right up my alley. Ashley: Oh no way me too! I love criminal minds too. 4) Me: So Ashley when did you start drinking coffee and what or who influenced you to start? Ashley: Well in like elementary school when I would stay with my grandparents sometimes during my parent’s divorce they would always bring me along to coffee places like coffee bean or Starbucks. They would let me get like a chocolate ice blended at coffee bean or a like vanilla bean blended drink at Starbucks because it tasted like a milkshake. They used to always get mocha drinks and one day I asked to try it and I really liked it but they told me I was too young to drink coffee. So then when I was in middle school I started getting coffee drinks like my grandparents used to get just because it tasted good. But then in high school I started to drink it to study and get up in the morning but it wasn’t often. Then junior year I decided to take a zero period and I had to be up an hour earlier everyday and I was falling asleep in class a lot so then I started drinking coffee everyday to wake up and stay focused. 5) Me: Yeah I started drinking it in high school mostly because classes got much harder and I was on 3 sports teams and doing a bunch of stuff so that was a way for me to stay focused and awake too. Ashley: Yeah coffee is my addiction basically. I seriously don’t know what I would do if I didn’t have it. I mean I guess if it didn’t exist I would find something else to use but it’s just so good especially all the different drinks combos they have now and all the nice coffee shops in LA for special occasions. 6) Me: Yes it really is. I have to have it every day also or else I would not be able to function. So you answered my question about if you need to drink everyday or how often you do. So when do you prefer to drink your coffee? Ashley: I mean I usually drink it in the morning to wake up to go to class or work early but since I stay at boyfriend Luke’s a lot I don’t want to make a lot of noise really early so I usually just go to Starbucks or Blackhorse on the way to work or school. But I think now I need it to stay focused on track so I’ll definitely drink it
  • 40.
    40 during the daytoo but there’s really no specific time I drink it, I always need it really. 7) Me: I definitely agree with you I drink it in the morning but there’s always a good time for coffee. So going off of what you mentioned about buying coffee; what’s your typical drink at say Starbucks or Blackhorse? Ashley: I usually order an iced coffee with light ice and soy to wake up in the morning and sometimes I add pumps of caramel syrup. Sometimes I feel like something sweeter so I’ll get like a Frappuccino with soymilk or upside down iced caramel macchiato with soymilk. At black horse I like their Caramello drink or just iced coffee, but that’s usually if I’m studying there. 8) Me: I love macchiatos too and I’m lactose intolerant so I always substitute milk for soymilk too. So what would you say is your favorite coffee brand or company? Ashley: I grew up drinking a lot of coffee bean in my hometown so that would be my favorite but in SLO they don’t have coffee bean so then I would say Peets if I’m downtown or Starbucks any other time. 9) Me: Awesome, yeah I really like Starbucks too. So do you usually take your coffee to go or stay and drink it? Ashley: I usually order to go because I usually am in a rush or like going somewhere after. If I need to study and I’m sick of the library then I’ll stay and drink my coffee while I’m studying or doing homework, but I’m usually more productive someplace quiet and by myself and there’s no way I can concentrate at home because then I want to watch tv or like clean or something (laughing). 10) Me: Yes same thing for me I usually don’t stay at a coffee shop unless I’m doing work. How would you say your routine changes if you don’t have your coffee yet? Ashley: So if I don’t drink coffee I literally cannot function. I just feel unproductive and tired and I can’t focus. I also get headaches and like feel weird and like delirious if its already late at night. I’m so addicted to coffee now that it doesn’t give me headaches if I drink too much only if I don’t drink it. 11) Me: Oh wow yeah you are definitely an avid coffee drinker. I don’t think I’m quite on your level, if I drink too much it gives me headaches sometimes. Anyway since you do sometimes make coffee and didn’t really go into detail what is your routine like? Ashley: So when I have time to make coffee at home or if ‘m at my own house I usually use my espresso machine that has the front to make regular coffee and then the side makes espressos. My grandparents bought it for me when I came to college it’s really nice and makes really good strong coffee but the set up and clean up for the espresso side takes a while and I normally don’t give myself enough time to do it so its usually on the weekends. And I just make it and pour sugar into it until
  • 41.
    41 its sweet enoughand then add a soymilk over ice to cool it since I’m usually hot already and the heat of the coffee makes it worse. 12) Me: Yeah I rarely drink hot coffee because the coldness of the coffee keeps me up longer unless I’m in a really cold place then maybe ill get a hot drink or if a coffee shop has a certain specialty coffee then I would get that. Speaking of coffee shops, what about Kreuzberg did you decide to drink their coffee? Ashley: Well I always study in the library and sometimes I just need a change of pace you know? I really like their iced Chai Lattes and I also like their macchiatos. I just like to explore downtown and find places to study other than the jail looking library and it motivates me to be more productive when I’m in a unfamiliar place. Also the people that work here are really nice and I heard they have good food but I’ve only had their breakfast stuff but not really anything else. 13) Me: Yeah this is actually my first time here and I really like it. I also like to explore other places to study and find coffee. So you said you came here because you wanted a change in scenery; if you found out that a coffee shop gave back to the community and had the quick service you are inclined would you go there often? Ashley: I’m not one to really only support the local places necessarily I just go for what’s good or maybe different than usual. But if they gave back that would be cool and maybe I would check that place out to see what their all about or what other things they might have to offer. 14) Me: Awesome. Yeah I usually go to places that are good, they aren’t always specifically local or community driven, but that would be a nice added plus if they gave back too. With that being said what kind of social media do you use if you do? Ashley: I only use Facebook and Instagram. I use Facebook for school group pages and watching cute videos and Instagram to see pictures. 15) Me: Yeah I’m not huge on social media really anymore. Since you do use social media where would you expect to see a coffee shop advertising or where would you think would be a smart choice? Ashley: I would definitely think they would need a facebook page for updates and to use yelp to post their menu or other ratings or reviews, and Instagram would be cool to post pictures of their different coffee and artsy pictures of their shop and people drinking their coffee. 16) Me: Those are all great social media sites. So wrapping up what role would you say coffee has played in your life? Ashley: I definitely think that coffee has shaped me into a more productive and engaged student. It has also brought more happiness into my life because it helps with my mood and wakes me up and I just really love the taste of coffee and the way it makes me full and happy.
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    42 17) Me: That’sreally a positive result from coffee. Well that pretty much wraps up our interview. Thank you so much for allowing me to interview you. Ashley: Oh no problem. This was super fun actually. Jessi Biagioni Interview Transcript 1: P1: Jessi: Hey how was dinner? Emily: Good we went to Chipotle it was so good! Jessi: That’s awesome. Thanks again for meeting with me I really appreciate it! Emily: It’s my pleasure! Okay let’s start! Jessi: So where are you from? Emily: Sunnyvale, California. Jessi: What do you like to do in your free time? Emily: Listen to music, go on adventures, hand out with friends, workout, travel, and drink coffee. P2: Jessi: Okay, and so when did you start drinking coffee? Emily: Oh my god I don’t remember- at a very young age, maybe during middle school? But I became a regular drinker in high school for sure. My mom was always really into it because it reminds her of her mother and then now it reminds me of her so we like drink it together. Jessi: Alright and what about coffee made you want to try it? Emily: My mom because she was so into so I was like oh, and then I was just curious and once I tried it, I fell in love with it. Do you like coffee? Jessi: I’ve only had coffee black, so I guess I haven’t really experimented enough and found a way to make it that I like. Emily: Yeah and it’s also really unhealthy with all the ways you can make coffee and the things people add to it to make it taste good. P3: Jessi: Mhmm. So when do you prefer to drink coffee? Morning, afternoon, or evening? Emily: Morning for sure and if I can then afternoon cup. So one cup a day for sure. Jessi: Is coffee something that you need every morning? Emily: Yeah and it’s a good incentive for me to wake up and do homework, without it I feel like I wouldn’t be able to do homework early. P4:
  • 43.
    43 Jessi: Oh okay,and can you describe to me your morning when you decide you want a cup of coffee? Emily: Okay I wake up, I turn on the water, pour water, I get the coffee cone filter cup, I choose depending on my mood and what coffee I have but I always have options. So yeah I just dump some in and make my breakfast while the water is boiling and then I pour it and then yeah. Jessi: So you have one cup a day at least? Emily: Yes one cup a day at least, but every now and then I’ll have two. Jessi: Okay, and how does coffee make you feel? Emily: It soothes me and I feel like the process of drinking coffee is therapeutic and I don’t know it just makes my hearts so happy. Like I literally love it, I just love it so much. I also really like buying different ones, I always like to change it up so I don’t always buy the same one. Jessi: Alright, and what are the benefits you receive from drinking coffee? Emily: I feel like it gives me energy and it gives me that morning boost and also it just makes me so happy P5: Jessi: How does your routine for the day change when you don’t have coffee? Emily: Oh god, oh god I couldn’t imagine honestly, I don’t remember the last day I haven’t had coffee, I always have it. But sometimes if I wake up late or if I have a busy morning and I don’t end up having it until later in the day then that’s really weird for me. If I don’t have it in the morning hours then I feel like my whole day is off. I feel like it’s part of every morning for me, and I always make extra time for it. P6: Jessi: That’s interesting! So in general, what do you look for/like the most in a coffee shop? Emily: The atmosphere and the type of coffee that they make Jessi: So atmosphere is more important to you rather than the coffee for a café? Emily: Yes for sure. I’m not really that picky with coffee, but yeah the vibes and the music and the smells, and the location and the hours. It’s also good for a social outing with friends, that what I prefer to do there is to catch up with friends. Jessi: Oh okay, and if you’re going to go to a café to get coffee, where’s your favorite place to go? Emily: I don’t know, I mean I prefer making it at home, but if I have to go to café then I prefer trying a new place, maybe some of the ones downtown, or Blackhorse, but I always like to change it up. Jessi: Alright, and what do you like to order at cafes? Emily: Well first of all I always like to go with the to- go cup, and I’m also picky about the size of the cup. Because I feel like drinking coffee isn’t worth it if it’s a small
  • 44.
    44 cup , evenat home. But at café’s and coffee shops I will usually get something more special that I can’t make at home, so at Starbucks for example I will get a Late, usually the skinny vanilla late feeling coffee. Oh and I prefer hot coffee, I don’t really like cold coffee. And I don’t like sweet coffee. P7: Jessi: So you said you like going to café’s with friends, are there any times that you do enjoy going alone? Emily: I’d prefer to go with friends, I feel like its more special. Jessi: Would you ever study at a café/coffee shop? Emily: Yes, that’s why the hours are important. I actually studied at Blackhorse yesterday. I feel like it’s a good environment. Jessi: You think that Blackhorse has a good environment? Emily: Mhmm, or any coffee shop because the music is light and you can just order more. Jessi: Oh okay, so what do you find to be special about Blackhorse that stands out form other coffee shops? Emily: I like it because they don’t have typical drinks; each person has their own special drink that they drink. So you can’t find those options at your normal Starbucks. Also I think they do a pick up at a window which is really convenient when you’re on the go. Jessi: Like a drive-thru? Emily: Kind of but you just walk up to it instead. Jessi: Do you prefer to get your coffee to-go? Emily: Yes, if I’m alone I’ll take it to go but if I’m with people then I would like to sit down and enjoy the time with them. Or if I’m doing homework obviously I’ll want to sit down. But I always like it to be in a to-go cup Jessi: And why is that? Emily: Because I feel like I can leave sooner and it’s just nicer. I feel like the size of the cup is small if you get it there and then they have to do dishes, which is annoying for them. Jessi: What’s your favorite spot to sit in at Blackhorse? Emily: Yesterday we sat outside and it was beautiful and the sun was going down, and the fresh air. So I really like outside seating. But for homework I prefer the booth. P8: Jessi: What made you want to go to Blackhorse rather than a place like Starbucks? Emily: To try something new and to see what they offer and to change it up. P9: Jessi: Would you be more inclined to try other coffee shops if they were involved with giving back to the community? Emily: Mhmm yeah, definitely.
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    45 P10: Jessi: Okay, andhave you ever been to Bello Mundo downtown? Emily: It sounds familiar, I may have been there once .My family friend likes it and he’s wanted to go there with me, but I don’t know if I’ve been there before with him. I definitely want to try it though. P11: Jessi: Alright. So I know you make your own coffee, but what kind of machine do you use to do it? Emily: I use the coffee cone; I think that’s what it’s called. But then I also have to buy the coffee cone filters. That’s because I feel like the coffee is more fresh and that’s how I was raised and how my mom made her coffee. Because I feel like when you make it in a pot it’s sitting out all day and its fresh. So I like how I can just make it for myself and its fresh and its really quick and efficient and I like it. Jessi: Do you ever get run into any problems making coffee with the coffee cone and get frustrated? Emily: Sometimes the cone breaks, the coffee grounds get into the bottom of the cup and it’s so annoying. If that happens then I have to pour the coffee through another coffee filer and its really complicated. Also I feel like every morning the coffee tastes different, it might be due to the water temperature or how fast I pour it or how much coffee grinds I put in it. Like this morning I was out of half and half so I had to put almond milk and it tasted so bad that I didn’t even drink my coffee. Jessi: Yeah, okay. So your favorite thing to put in your coffee is half and half? Emily: Yes, if I don’t have half and half then I feel like it’s not even worth drinking. But then again finding a substitute would be healthier but then I feel like the cup of coffee isn’t complete if I don’t have it. Jessi: What kind of coffee beans are your favorite? Emily: Arabica, I usually get it ground but if not I will grind it myself at Trader Joes or I will go to Target or Marshalls and get coffee because they buy Starbucks brand. P12: Jessi: Oh okay, so what’s the biggest difference between drinking coffee at home vs drinking coffee in a café? Emily: Oh, well at a café I feel like it’s so expensive and at home you can make as many cups as you want and I feel like it almost tastes better. What I like to do is drink half of my cup of coffee and then pour hot water and it makes it fuller but it still has good flavor. Also I feel like its easier and more convenient and I prefer it more than going to café. And I always make it when I go on drives home or when I’m hanging out with friends at night. P13: Jessi: Oh that’s interesting. So what types of social media do you use most often and why?
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    46 Emily: Instagram andsnapchat. I use snapchat to post food and my coffee Jessi: And what do you like most about both Instagram and Snapchat? Emily: I like Instagram because you can keep up with your friends and when you post a picture you can look back 3 weeks later and remember the memories you made, it’s almost like a photo album and snapchat is fun for like quick things. P14: Jessi: Alright and what is one of your favorite brands or companies? Emily: Definitely Trader Joes for coffee because they have so many options but overall they have good food for low prices and big variety from places all around the world unlike other grocery stores. And they always get new items so it’s always fun to try them out. P15: Jessi: Alright, and what role would say that coffee has played in your life? Emily: It’s helped me to get through mornings and just life in general. I feel like it completes every day, I look forward to it, seriously! Jessi: Okay, great, thank you so much for allowing me to interview you. Emily: No problem, I had fun! Casey Interview 1: 1. Me Hello Aren, can you tell me a little about yourself? 2. Aren Well, my name’s Aren. I’m graduated last quarter at Cal Poly and am currently pursuing my teaching credential here as well. 3. Me What do you like to do in your free time? 4. A I like to hang out with friends, go swimming, or do something like reading. 5. Me Great, so can you tell me a little more about when you started drinking coffee? 6. A Sophomore year? 7. Me Of college? 8. A Mhmm. 9. Me How come? 10. A Because I wanted to…have more energy to study better. So I only had one cup of coffee every day, in the morning, and if I didn’t have it, I would get headaches, like coffee withdrawals. 11. Me Oh no, ha ha.
  • 47.
    47 12. Aren SoI had to keep it going. 13. Me Would you say you were addicted to coffee? 14. A Yeah, I think so. *laughter* 15. Me Ok. Can you describe to me your daily routine for breakfast? 16. A So I would get my coffee, instant packet. And then I would get it from Starbucks or Costco. And then I would just pour it into a cup, boil water, and then pour it into a coffee cup and while I wait for it to cool down, I would get like a bowl of cereal and have milk. 17. Me Hmm, ok. Is there a reason why you use Starbucks and Costco coffee? 18. Aren Cheap. 19. Me Cheap. Alright, that’s it? There’s no other reason? Just because of the price? 20. A Well the price and also it had the option of dark roast…that’s the one I wanted. 21. Me Mhmm. So how many cups of coffee would you say you consume now per day? 22. A Half. 23. Me Half? Half a cup? 24. A Half a cup. Well instead of using the whole packet I just use half of it. 25. Me Oh okay. 26. A And then I only fill the water up to like, half a cup. So it’s not too watery. 27. Me Mhmm. Is there a reason why you only use half? 28. A Well…people give me guilt trip about being addicted…so during the summer my mom made me actually get off coffee and I had a headache for two weeks. Every day. 29. Me Oh wow… 30. A I drank tea, so it helped with the caffeine withdrawals. So it’s okay. 31. Me So what are some benefits would you say you receive from drinking coffee? 32. A I felt more alert during the day and I just really like the taste. 33. Me What about the taste do you like?
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    48 34. A Idon’t know… it just tastes good *smiling*. I don’t like my coffee too sweet so I guess I like the bitterness too. I don’t know, it just tastes really good, heh. 35. Me Okay. 36. A --I, I drink it black. I don’t put creamer or anything. 37. Me So you like the kind of, bitter, rough, taste? 38. A Yeah, I think so. 39. Me Okay…so typically when you have your cup of coffee it’s in the morning, right? 40. A Mhmm. 41. Me Do you have it any other time of the day, or…? 42. A No, only if people ask me to get coffee, then that’ll be the only time I get it. But I have to be careful not to get it after 4 o’clock. Otherwise I won’t be able to sleep *chuckles*. 43. Me Exactly 4 o’clock? 44. A Uh, exactly 4, one time I tested it. One time I had it at 5, then I was just in bed for a while and I couldn’t sleep. 45. Me Do you think it’s psychological? 46. A *Pauses* No. *laughter* 47. Me If you had to go a day without coffee, what would that day look like? 48. A I’d probably feel a little groggy, without caffeine. I guess it’s just an integral part of my routine already…it’s like me not brushing my teeth, Casey. Wouldn’t you miss brushing your teeth? 49. Me Yeah I would. *Laughter* 50. Me Okay so besides coffee making you feel more alert and awake, how else does it make you feel? 51. A Hmm…warm. 52. Me Warm…? 53. A In the morning. Cause it’s cold. So it feels good. 54. Me So is it kind of comforting to you? Or…? 55. A Mhmm. I like the smell.
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    49 56. Me Youlike the smell? 57. A Like at the grocery store I like smelling the beans, like the coffee beans. 58. Me What do you do exactly? Do you just walk up to the beans and kind of open the cans and smell it? *Chuckles* Can you describe what you do? 59. A Uhh…well the aisle where all the coffee beans are, I walk up to it, where like you know where the handles are and you pull it down… 60. Me Mhmm 61. A I just go *takes a deep breath through her nose* 62. Both *Laughter* 63. A Mmmm, so good. *Laughter* 64. Me And does that make you buy coffee beans from there? 65. A I’m too lazy to get a grinder. 66. Me Oh…okay. 67. A Yeah. So that’s why the Starbucks instant thing is really convenient. So, which is easy. 68. Me Okay. 69. A Mhmm. 70. Me Would you say you drink coffee more at home or at a coffee shop, or you buy your coffee on the go? 71. A At home. I only drink coffee at a coffee shop if I’m just studying or meeting with people. 72. Me Mhmm. 73. A But then I would buy a whole cup and then just drink it. 74. Me So would that be part of your half a cup a day or let’s say you had coffee half in the morning… 75. A It depends, it depends. 76. Me It depends… 77. A It depends on what time I guess. I guess now that you mention it, if I plan to meet up with someone at a coffee shop, I try plan it for the morning so it’ll be part of my half cup.
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    50 78. Me Ohh,okay. 79. A I’ll just drink a whole cup. 80. Me So is that how you limit yourself, maybe? 81. A Yeah, mhmm. 82. Me Okay, so…you’re a frequent visitor of coffee shops…would you say that’s true? 83. A Mhmm. 84. Me So you’ve been to places like Bello Mundo, Scout, and Sally Loo’s? 85. A Mhmm. 86. Me So out of those three that I just listed, which one of those three do you prefer the most? Or if you don’t prefer any of those the most, what do you like about each one? 87. A I like Bello Mundo a lot. 88. Me Mhmm. 89. A Because I like the atmosphere. I like how they secluded an area where there’s no electronics allowed. 90. Me Mhmm. 91. A And then they really foster the community feeling. And then if you want to go study, then they have a study lounge as well. So I like that…I like the vibes. 92. Me You like the vibes? So vibes are very important to you in terms of coffee shops? 93. A Mhmm. So if I don’t like it, I don’t like it. 94. Me Okay. So what’s the biggest difference between drinking coffee at home versus drinking at a coffee shop? 95. A They have the nice, pretty cups. 96. Me Pretty cups? 97. A Pretty cups. Maybe the design… At home I don’t really care how I look like but at a coffee shop, I have to think about what I wear. 98. Me When you say “designs” do you mean the décor of the place? 99. A Mhmm. 100. Me So aesthetic is very important to what you like in a coffee shop?
  • 51.
    51 101. A Yes. 102.Me Okay. And then in terms of coffee itself, is Bello Mundo your favorite place for coffee (disregarding the atmosphere) just the taste of the coffee? 103. A Umm… it’s okay, it’s good. At times I would crave Scout more than Bello Mundo. Sometimes like Bello Mundo can get a little watery, like when it’s iced. 104. Me Oh, okay. 105. A But then like, if it’s regular, then it’s pretty good. But there would be times like where I would choose Scout over Bello Mundo. 106. Me So is the reason why you choose Scout over Bello Mundo because Scout has more “coffee taste” to you? 107. A I don’t know… 108. Me You don’t know what it is? 109. A Nope…maybe it tastes a little better… 110. Me Mhmm. 111. A But I like both. 112. Me But you don’t know why it tastes a little better? 113. A Nope. 114. Me When comparing Scout and Bello Mundo? What would you say are differences that you’ve noticed, or stuff that you like more in one coffee shop compared to the other? 115. A Well… Bello Mundo is way bigger so I like that. There’s more opportunity for seating. I like how it’s study friendly for sure. For Scout, I would go there for a cute date, I guess, even with girl friends too. It’s more cutesy. But then if you want to feel more hip, I would go to Bello Mundo. 116. Me So…Scout is not very hip? Or is it a different type of hip? 117. A It’s like cutesy hip. 118. Me Cutesy hip…interesting. 119. Both *Laughter* 120. Me I guess going off that “cutesy hip” vibe, do you think that influences how you take in your own coffee? 121. A Yeah, maybe, yeah. 122. Me Can you expand on that point a little more? 123. A Well…I don’t know, I guess like the atmosphere, the aesthetics, really contribute to how the coffee might taste like and how you feel when you drink it too. So if
  • 52.
    52 you want tofeel cutesy hip, you got to Scout. I guess I’d go to Bello Mundo when I’m more serious – ‘cause Bello Mundo is very study-friendly, so I’m more serious when drinking coffee. 124. Me So then Scout would just be more of hanging out…you wouldn’t necessarily go study there… 125. A No…you won’t get anything done. 126. Me You won’t get anything done? Is it because the décor is too distracting? Or is it because you go there specifically to hang out with someone? 127. A Yeah. I think I would go there to hang out…I wouldn’t go there to study. I tried and I didn’t get anything done. At Bello Mundo I did…it’s just because Bello Mundo is more spacious, I don’t feel as confined I guess. 128. Me So what’s your favorite spot to sit in Bello Mundo? 129. A By the window. 130. Me By the window? What is that makes you want to sit by the window? 131. A Because of the natural light. 132. Me Is that something that’s very important to you in terms of a studying space or a coffee shop in general? 133. A Both. 134. Me So what makes you come to Bello Mundo versus going to another coffee shop like Kreuzberg or Scout? 135. A It’s light in there, pretty bright. Good vibes, they’re not snotty, good study space. I like how they treasure community. 136. Me So is it important to you that a coffee shop has a good mission statement? 137. A Mhmm. 138. Me Because of their mission statement, would you choose Bello Mundo over another coffee shop when compared to a shop that has about the same type of coffee? 139. A Yeah, because you feel it in the atmosphere. 140. Me So when you go into coffee shops, what is the first thing you notice? 141. A Art. 142. Me Art? So like just the paintings on the wall or…? 143. A Yeah. Or just how their walls look like. So Bello Mundo’s just white but they have another wall that’s “bricky”…I like that.
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    53 144. Me Afteryou notice the art, can you just walk me through what else you notice or experience after you walk into a coffee shop? 145. A Music. I notice what kind of music they play…how the tables are spaced out. ‘Cause I know how at Bello Mundo they have a lot of tables, long ones, square tables lined up, high tables. And then Scout…different stuff…more “benchy.” 146. Me So do you think that makes it… 147. A …more of a hang out… 148. Me …because of the benches 149. A Yeah, oh and then the pillows. 150. Me Along the walls of Scout? 151. A Mhmm. 152. Me So it’s a little more comfortable, the setting? 153. A Yeah, yeah. 154. Me So during the time you wait at the register, what do you notice? What do you typically look at? Or what do you do when you’re waiting in line? 155. A I look at the food in the display. 156. Me Like the pastries? 157. A Mhmm. 158. Me Does that ever entice you to buy a pastry, just by looking at it? 159. A Mhmm. 160. Me Do you ever have buyer’s remorse from that? Or is it a great choice? 161. A Buyer’s remorse. *Chuckes* 162. Me Why so? 163. A Because you’re paying 4 bucks for a little muffin. *Laughter* 164. Me But is it a good muffin? 165. A Yeah…it’s gluten free… 166. Me Gluten free at Scout or Bello Mundo?
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    54 167. A BelloMundo. 168. Me Are the pastries worth it, even though the price may be on the higher end? 169. A Occasionally, not all the time when I go. Because you see yourself spending all that money. 170. Me What makes it worth it? 171. A The sweet. The sweet taste. The softness of the pastry. With a touch of berry.*Laughter* 172. Me Is it because that sweet taste tastes better when you’re hungry? 173. A Yeah, or when I’m on my period…you know those “womanly cravings.” *Laughter* 174. Me Do you usually smell the pastries first? 175. A I imagine it what it tastes like. 176. Me You imagine the smell? 177. A Yeah because it’s behind the glass window so I can’t smell it. If I smell it I probably have to have a little lick of it. 178. Both *Laughter* 179. Me Are there moments sometimes where you are frustrated by Bello Mundo? Or they don’t deliver to your expectations? 180. A Sometimes the iced lattes are watery, but that’s it. 181. Me So it’s mainly the cold drinks you have issue with? 182. A Yeah. 183. Me So moving on to more of your customer experience, if you had to describe Bello Mundo’s customer service in three words, how would you describe them? 184. A Down-to-earth. 185. Me Did you know their name means beautiful world? 186. A No, ‘cause I didn’t take Spanish. But I knew there was a world in there because it’s on their cups. 187. Me So you knew it was Spanish?
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    55 188. A Yeah. 189.Me You just assumed it was Spanish when you first heard the name? 190. A Mhmm. 191. Me So in comparison to making coffee at home are you ever frustrated by the process of making your own coffee? 192. A No. 193. Me Is that because you use instant packages? 194. A Yeah. 195. Me So it’s a very smooth and easy route? 196. A Mhmm. 197. Me So let’s say you had an excess amount of money, would you continue to make coffee at home for yourself? Or would you go to a coffee shop or Starbucks or something…or still make it at home? 198. A Make it at home. 199. Me Why is that? 200. A ‘Cause I would have to make the effort to go and get it. 201. Me Let’s say you had a coffee shop that was a 5-10 minute walk from your house, would you still make it at home? 202. A Hmmm…depends how long the wait is. If they’re quick about it then I don’t mind, but if they’re not, I wouldn’t go because I don’t have time for that, even if they make good coffee. 203. Me Okay, so during the times when you’re not at a coffee shop, but you want still be upto-date with what’s going on with the coffee world, what forms, if any, of social media do you use most often? 204. A Instagram. 205. Me Could you expand on that a little more? 206. A I feel like I go on Instagram more than Facebook. It’s easier because I can just scroll through. On Facebook you get a bunch of people’s stuff that I don’t really care about.
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    56 207. Me Soit’s an easy filter? 208. A Yeah, easy filter. 209. Me Along with social media, what kind of brands do you normally use? It can be anything , even if it’s not coffee related. 210. A Hmm, The Body Shop, Listerine, Brandy Melville, Nike, Doctor Martins, The Gap… 211. Me What is about these brands that you like? That you identify with? 212. A I don’t know, how it makes me look? 213. Me Would you say the brands that you associate with are very close to your image? 214. A Yeah. Cause that’s what you put on yourself. 215. Me Is that the same for the places you go to visit? 216. A Yeah, because that’s what I choose to go to. 217. Me So what kind of role has coffee played in your life? 218. A It’s fostered good relationships. Like when I go meet up with people in coffee shops I always find it really comforting. It’s like a comfortable environment to be in. 219. Me Would you be able to live a life without coffee? 220. A Yeah, I guess. I would miss how it smells and tastes. Tea’s not the same. It doesn’t smell the same. 221. Me So how would you sum up your relationship with coffee in general? 222. A I love it a latte. *Laughter* I guess I just grew up with it, like my mom always drank coffee, so I would reminisce the smell. It reminds me of home. 223. Me Is there anything you think I should know about you or how you feel about coffee that I didn’t cover? 224. A Nope, you I think you got it all. 225. Me Okay then, thank you for taking the time out of your day to sit through this interview, I’m going to end the recording now.
  • 57.
    57 Maria Rosignuolo Interview Transcript1 1. Me Thank you so much for doing this interview with me! I really appreciate it. 2. Rachel Yeah, it’s no problem. I’m not really doing much anyway. Oh, one sec, lemme move some stuff out of the way. 3. Me No worries, take your time! 4. Rachel Mkay, I’m ready whenever you are. 5. Me Alrighty! So, tell me a little bit about yourself. Like, where are you from? 6. Rachel Sure, I’m from the Bay Area. San Jose? I’m sure you’ve heard of it. 7. Me Yeah, I’m actually from there as well! What part of San Jose? 8. Rachel East side, haha. Kinda near Milpitas. Lots of us Asians there hahaha. 9. Me Oh, sweet! I’m there a lot with my boyfriend. We usually get boba around there. 10. Rachel We have lots of boba, haha. That’s usually what I like to do with my friends when I’m back home. Love me some boba, haha. We either get boba or hot pot when I’m around. 11. Me Do you only get boba when you’re in the Bay Area? 12. Rachel Mm, yeah. I mean, there’s so much of it in the bay so when I’m back home that’s what I mostly drink. Plus it’s actually good in the bay. 13. Me OH so do you really only drink coffee when you’re here in SLO? 14. Rachel Uh… Yes? Haha. Now that I’m thinking about it I guess I really only drink coffee when I’m around here. When I think about it, I’m sure there’s good places in the Bay but, like, I dunno. That’s not really what I want when I’m there, I guess. I guess I’m kinda a person of convenience… I like good coffee and I like good boba so I like to get those in places where I know it’ll be good. Maybe I just like drinking drinks. That’s like all I do hahaha. 15. Me That’s actually really interesting. I’m kinda the same way. So, why did you decide to start drinking coffee when you got to SLO? 16. Rachel Probably the lack of boba. I mean, a new place just opened up that’s okay but I’m not into it, really. I came here as a freshman so freshman year I really didn’t drink anything but tea. Now I’m a junior and live off campus so I can like go wherever I want if I want something. 17. Me So many college students opt for Starbucks. What made you want to come to a local coffee shop instead?
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    58 18. Rachel Ithink that I’m always looking for the best of the best. Like, I don’t like to settle haha. I tried Starbucks when I was younger because my friends all like it but I really didn’t understand the hype around it. I was like “Uh, ok… so you’re paying for sugary water?” I was never really a fan so at first I thought I didn’t like coffee at all. So one time this past year, my roommate wanted me to go study with her and I said I wasn’t down if it’s at Starbucks because that would be a waste of my time, really, haha. Instead she said Scout coffee because the coffee was actually good and the inside was comfortable to work in. I usually like to sit in that corner over there (points to the opposite side of the room with more seating). I dunno, I just get kinda tired of “mainstream” as lame and hipster as that sounds. 20. Me So, what is it about something being “mainstream” that bothers you? 21. Rachel Uh, like… I think, like… When something is mainstream to me, I think it’s like cold. Like, I wanna go to a coffee shop and feel like I’m at my home away from home. Not in a multi-billion dollar or whatever industry that’s just trying to make money off of me while selling me shitty coffee. Oops. Can I swear? Sorry, maybe I shouldn’t, I’ve never done this before haha. You can like bleep it out. 22. Me Talk however you want! I don’t care if you swear haha. 23. Rachel Ok, cool, haha. 24. Me So, you mentioned that you want to feel like you’re at “home away from home.” Can you expand on that a little more? 25. Rachel Sure! So, the reason I leave my home to study at all is usually because I can’t focus. In a perfect world, my home would be somewhere I can have fun and focus at the same time. But, like, I have roommates and we don’t have similar schedules so it’s easier for me to just leave and get the focus I want. Also ‘cause I can’t make that good of coffee at home by myself. Like, my roommates have a Keurig and I’m sooo not down for that. 26. Me Hmm. So what stops you from making good coffee at home? Other than just having a Keurig that you don’t want to use, haha. 27. Rachel Well, now that I’ve tried really good coffee, I can’t just go back, haha. Realistically, I shouldn’t even be spending all this money on coffee, to be honest. I’m the typical poor college student. But, like, sadly, I don’t even care. For some reason I can justify spending 5 bucks on coffee a few times a week but I won’t invest in a coffee machine. I’d have to buy expensive, good quality beans and an expensive espresso machine. I wish there was a cheaper way that would make me happy, haha. Oh my god, it’s actually so sad…. When I’m offered coffee at people’s houses, my answer depends on the type of coffee machine they have…. If it’s that watery drip stuff
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    59 I’m like, nah.So, I only really drink coffee when I come here, to be honest, haha. 28. Me Oh, so do you still drink coffee often? Like is it something that you need every morning? 29. Rachel Funny enough, I really just want it when I wanna relax. Like, the caffeine doesn’t mean anything to me. I just wanna kick it with my homework or a friend or whatever. 30. Me So, what makes you choose Scout as your go to? 31. Rachel Uh, I’m too lazy, haha. Like, lazy like… I don’t even wanna bother trying to find a new specialty coffee place because this one is already so good and I like the layout. It’s usually quiet in here so it’s nice to study n’ stuff. 32. Me Would you be more inclined to try other specialty coffee shops if, let’s say, maybe the company is really involved in the community and giving back? 34. Rachel Uh, I mean, that’s great and all but it’s not like I’m Yelping whether coffee places are eco friendly. I just want good coffee and a nice place to hang out. Yeah, no, I dunno about the community… I guess it’s not really something I look into with companies. If I like it, I like it. 35. Me So, kinda going off of that, what are your favorite companies/brands? 36. Rachel Uhhhhh… brands? Hmm… Let me think, haha. I’m not really a loyal brand person. I am a lazy brand person. Kinda like the coffee, I don’t really branch out when I find something I really like. Maybe Trader Joe’s? I love them, haha. Cookie butter! Ugh, so good. But it’s so far from where I live so I never make it there too often. 37. Me Haha, cookie butter is really good. Love it! What would you say is your favorite form of social media? 38. Rachel Uh, I think I use Instagram the most. Facebook is kinda lame now; I barely look at it. I usually just look at pictures anyway 39. Me Yeah, I know what you mean with just looking at pictures. 40. Rachel Right? “Words?” Not interested! 41. Me So, just to kinda sum things up, what would you say is the role that coffee has played in your life? 42. Rachel Hmm… I would say that coffee is something I’ve been using to comfort myself. You… like, if I’m studying or just wanna grab some coffee with a friend. It does the same thing for me. Even though I don’t get this yummy coffee at home, I like to pretend I’m home here. 43. Me Alrighty, well… I think that’s it! Haha, thank you so much… (I go on to thank her and we say our goodbyes)
  • 60.
    60 Kelsey Zerr INTERVIEW TRANSCRIPT 1.Me: Hi Dana, today I am going to ask you a few questions about your coffee experience in general. First, when did you start drinking coffee? 2. Dana: I started drinking coffee when I was fourteen. Right around this time I became addicted to coffee too. I drink my coffee black, if you drink it differently you are just wrong. You are just wrong because that is how my parents taught me because milk is added calories and why have those so I drink it black and that is how I have drank it ever since. 3. Me: Can you describe your daily coffee routine? 4. Dana: I have at least two cups of coffee everyday. I always have one when I wake up with breakfast or if I don’t have time for breakfast I have to have the first cup of coffee in the morning. Not because it does anything for me but psychologically it makes me feel better. Its part of my routine. And then I will usually have one in the afternoon, one or two, I just had two a little bit ago actually but usually there is a morning and afternoon one and whether it is multiple in the afternoon or one in the morning or one late at night it all depends on how late I am going to be up, how tired I am, how much shit I have to do. 5. Me: You said you drink a cup of coffee every morning, can you describe this process to me, of making the coffee? 6. Dana: I have a Keurig, actually it is my roommates’ but I use it. I have the little reusable ones because K-cups are bad for the environment, they are kind of killing the environment, fun fact. So I guess my normal routine, sometimes it is a bit more relaxed otherwise I might be getting ready in between, so it depends on how much I have to do that day. On a regular day I would make sure there is water in the Keurig, dump out my grounds from the last one, put in my new grounds and then just put the pod into the Keurig, press the buttons, let it do its thing. Occasionally I will add a little bit of milk in the morning only because I need it to cool faster but other than that if I don’t really care about how quickly it needs to cool I’ll have it black because I prefer it that way. Sometimes I make one and while I am drinking it I make another. It all really depends on how little sleep I got. 7. Me: Is this your only breakfast or do you have food with it? 8. Dana: I try to always have food with it because my stomach doesn’t always do so well on just coffee because that, at least for me, can just be a little rocky. Generally, I will have like a banana. Oatmeal or a smoothie or something like that. It varies on how hungry I am.
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    61 9. Me: Nowlets go to the polar opposite scenario and talk about what a day without coffee would look like? 10. Dana: Shitty! A straight up bad day! Since I have been drinking coffee for so long and I am full on addicted, when I don’t drink coffee and I don’t have caffeine I get withdrawal headaches and those are really, really, really bad. So I guess a day without coffee for me is just like me being in pain and I have better have gotten like thirteen hours of sleep or something otherwise I am going to nap, take a bunch of Advil and nap again and be unproductive. 11. Me: So when you are not making coffee at home, what kind of coffee shops do you go to? 12. Dana: It depends where I am, if I am on campus I will go to Starbucks or Julian’s because it is like right there. And one of my roommates works at Julian’s so I will go and see her and get my coffee because it is good to see her during the day because our schedules don’t always align. But when I am going downtown I try not to go to Starbucks or Peet’s because it is like okay well I can go to those anywhere. I really like cute little coffee shops, I think they are adorable. I keep wanting to go to them more but then I get really busy and forget that there is more to SLO than Cal Poly and more to life than SLO believe it or not. I don’t always know that. So generally I will go, like if I am downtown I will try to go to one of those places. I probably go to Kreuzberg the most just because it is a really, really good study space and they also have food. They have the best breakfast burritos ever! 13. Me: What else about the Kreuzberg atmosphere do you like or identify with? 14. Dana: I just like how it is designed and set up. It feels very homey, none of their chairs and tables match and I just think that is really cool because I grew up just outside of Berkeley and it has a very Berkeley feel and that is one of the things I identify with because that is what the coffee shops in Berkeley are like. I usually go there a lot because the coffee is really good, the food is really good and there is enough tables that I can just study, do a group project. They have outdoor seating. 15. Me: I am aware that you go to Bello Mundo, what is your experience like at Bello Mundo? 16. Dana: I like it, I have been to it before it became its bigger store. It was actually the first coffee shop I had ever been to in SLO. When my parents and I came for Open House during my senior year because we parked and it was right there and it was this adorable little coffee shop. Very good cappuccinos. Now when I went to the bigger store, their coffee is still really good, I had a scone when I was there a few times a go and it is still really good. But the space itself felt a little big. I didn’t really feel like they were utilizing their space very well because one thing I have
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    62 noticed about coffeeshops in SLO is they are also a very big study space for students. I felt like Bello Mundo was kind of trying to work against that with all these signs that said no laptops, or no this or this is a community space but I kind of at least for me is something they should embrace since more students would go there. And know it isn’t just a student town, as there obviously are community members but I think community members would go regardless because no one is going to get upset about a kid looking quietly at their laptop unless they are making a fuss. And then they could have more tables, personally I thought it was just too spaced out, I mean the layout is not super great but like all of the food and the coffee is great but the layout could use some work. 17. Me: When comparing Kreuzberg to Bello Mundo what kind of feelings do you have at each and what is different between them? 18. Dana: I feel like Kreuzberg has a very young feel to it because there are a lot of students there and it is just kind of different and they have concerts there I think, I have never been to one but I see those posters by the bathroom. Bello Mundo has a bit more of a relaxed feel to it as I do associate Kreuzberg a little bit with homework and studying because it is such a hub for that and eating. And Bello Mundo has a bit more of a relaxed feel but it almost feels a little more less welcoming because of the way it is set up. Because I mean when you go to Kreuzberg you are kind of like I mean it is more Bello Mundo is a lot more peaceful and is nice if you are trying to get a cup of coffee and not talk to anyone which I have done before if I just want to zone out. You can’t really do that at Kruezberg because it is really loud but it definitely, the quietness can be a detraction when its like okay well I feel like I shouldn’t be talking if I am going with someone because it is a lot quieter or have to be in the community space but I don’t necessarily want to be there. 19. Me: Concerning making coffee at home and going to a coffee shop, what is probably the biggest difference between the two in terms of what you are trying to get out of your coffee experience? 20. Dana: Well at home I only make a cup of coffee because I just don’t have the ability to, I mean I could try to make lattes and stuff but it would just be too difficult. So when I do go get coffee from coffee shops I generally will, I mean it depends, sometimes I will get a latte or cappuccino while I am there but if it is multiple times in the same week I will just get a cup of coffee or something like that. But generally if I am going to a coffee shop I don’t just get just coffee but I am like well I could of just made this at home and saved myself two or three dollars or whatever. 21. Me: It seems you are concerned with how much money you are spending on coffee in a certain week, so does this tie into any frustration with making
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    63 coffee at home,maybe not having easy access to making a specialty coffee at home? 22. Dana: Not really, I do like keep track of what I am spending, I have a budget sheet that I look at each month to see what I am spending and ideally I would love to go spend $5 on a Starbucks every single day but that is just not realistic, that is a lot of money so when I am going out and getting drinks and stuff like that I want to make sure it is worth my while. So that is why I don’t usually just get a cup of coffee because I am like well I just could of got a cup of coffee at home. I’m sad that I can’t have a latte everyday but I just don’t have that disposable income where I can just those things on a regular basis. 23. Me: Is there anything about the process of making coffee at home that frustrates you? 24. Dana: I wish I could make things more than just cups of coffee but even if I could, even if I had the machinery to do so I don’t know if I would just because making a cup of coffee at home is so easy and so quick, it is literally like putting the grounds in, then pressing the button and I can do other things while it brews or even if it is a big one like the one I have at home. Like at my parent’s home we have an espresso and a Keurig and espresso maker and a French press, we have a lot, we are very addicted to coffee. But even there I still just make cups of coffee or I will just have he espresso with a little bit of milk because it is just so easy. 25. Me: Going back to Bello Mundo, what associations do you make with the name Bello Mundo? 26. Dana: Doesn’t it mean beautiful world? 27. Me: It does. So what does that make you think about in terms of coffee, is the branding clear? 28. Dana: Well I feel like it was clearer at their other mini store. It seemed like a very world conscious, organic, eco-friendly and that is just kind of what I got from the name. Like they are striving to be not just a cute little coffee shop but like a cute little coffee shop that cares and tries to help the world. I don’t know if I see that as much in the new store. 29. Me: Moving onto your personal life, what kind of social media accounts do you have? 30. Dana: I have a Facebook, Twitter, Instagram, Snapchat, I don’t know what the other options are. 31. Me: So those are probably the one you use most often then? 32. Dana: Yea I would say I use each of those every single day.
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    64 33. Me: Soyou are very well-versed in the social media world. 34. Dana: Yes I am. 35. Me: What is your major Dana? 36. Dana: I am a business major. I am concentrating in finance. 37. Me: Are you planning on graduating early? 38. Dana: Honestly I could graduate in three years but I don’t want to so I am finding a way to stay here for four years because SLO is awesome and college is awesome and I don’t want to leave and be an adult yet. 39. Me: Are there any consumer brands that you interact with on a daily basis for example Apple? 40. Dana: Do you mean my iPhone? 41. Me: Yes, so you identify with the apple brand. 42. Dana: Yes I use my iPhone everyday, I shop at Nordstorms, and Made Well and Banana Republic that is one of my favorite stores, I am such a business major, I love business clothes, they are great. My laptop is a Sony. I am trying to think of others if Theta counts as a consumer brand I wear a lot of Theta shirts, that is my sorority. Other than that I wear my Rainbows a lot. 43. Me: So you have quite a bit of name brands that you use on a daily basis, so lets talk about the future now. Where do you see yourself in five years? 44. Dana: Lets see five years would make me 25, well I would have graduated from college, maybe would have gone back to get my MBA, maybe not yet depending on where life/ where I am working because I might not need it. I’d like to be working on the business side of a Tech firm. If everything in my life goes perfectly I would be working for Facebook or Google. But realistically I just want to work in San Francisco because the Bay area is the best area. Other parts of America I am sorry it is just true, I am biased because I am from there. California is the best state, but NorCal is just better, SoCal is pretty good too but NorCal has San Francisco so you know. If I could afford it I would love to live in San Francisco or Oakland. Maybe I would have a significant other at that point I don’t know, maybe I will have a dog. 45. Me: How do you think coffee would play into this future life? 46. Dana: Well I don’t intend on quitting coffee anytime soon. I have tried cutting back on my coffee before it has failed me every time. The first week before school started or the week I had to come down for recruitment prep, I went off coffee for week because I
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    65 went on aroad trip with my brother and had been drinking on average six cups of coffee per day so a lot of it was Starbucks coffee not weak ass gas station coffee but there was some of that. I just had really bad withdrawal headaches for the entire week and I was really tired and as soon as I started drinking coffee again, I had three cups the next day and it did nothing for me. I literally just thought that after this week if it doesn’t make me feel better than just nope. I just felt like shit for a week and then did the exact same thing I was trying not to when I got back. I still tend to drink a lot of coffee. My roommates always make fun of me for this because I always say well why don’t you just ask someone to go and get coffee, which one of my roommates always tells me I sound like I’m 27 when I say that but to me that is like an ideal situation. A good conversation and a good cup of coffee. I could talk to anyone under those circumstances. If I could have a good cup of coffee and a good conversation. If I can’t have the good conversation then I would just go get the cup of coffee by myself. 47. Me: You said you are from the Bay area up North, have you been to any specialty coffee places up there such as Blue Bottle or Stomptown? 48. Dana: Blue Bottle is really good! 49. Me: What about their coffee do you like? 50. Dana: I think it is mostly just the coffee they use, the beans, the grounds, whatever they are choosing to use has always been really good. I do like their other drinks but like I can go get an iced coffee there and be completely, 100% satisfied. 51. Me: So you definitely notice the difference in the flavor? 52. Dana: Oh yea! You can tell a huge difference between the Starbucks and Peet’s level and the specialty coffee shop level. 53. Me: Do you prefer the taste of specialty coffee? 54. Dana: Yes. The way I have always looked at it is, when I was growing up, for example take Starbucks and Peet’s, I definitely had Peet’s more than Starbucks, although I drink Starbucks more now here and if you want to get a latte or a frappuccino or something along those lines, it doesn’t really matter which one you go to because it is the same sugary drink when it comes down to it. But if you want just coffee, go to Peet’s because their coffee alone is better. I don’t drink cappuccinos because they are just sugar but if you want something just basic, you could easily go to a Starbucks but if I am going to go out of my way to have a cup of coffee not in my house it has to be good. 55. Me: Would you say you wouldn’t mind waiting a little bit longer for a very good cup of coffee? 56. Dana: I don’t mind. Because I mean just for me, my mindset is if I am going to a cute coffee shop I am not just going to just leave. If I go to a Starbucks or a Peet’s,
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    66 90% I amgetting it to go. Whereas I don’t generally think of those coffee shops as like getting them to go. Blue Bottle and Ferry Building in San Francisco that are only to go. But usually if I am going to get it, I’m going to get it in a cut little mug and take a picture and put it on Snapchat or something because they have such cute little designs and tasted great. 57. Me: What is the atmosphere of Blue Bottle like? 58. Dana: It is very young, just because you have a lot of the people between, it depends what time you go, if you go on the weekends you get a lot of families but if you go during the week you get a lot of young business professionals. I have always thought this is cool to see because that will be one day. So you have people in their early 20s to early 30s in their business clothes, smartphone in one hand while maybe talking to someone else about numbers like last quarter’s earnings etc. And I am like I just want a nice coffee, I’m sure last quarter’s earnings were fine. 59. Me: Do you tend to go to coffee shops more on weekdays or the weekend? 60. Dana: It really depends, I want to say more on the weekends but is really a week to week basis because some weeks I am slammed and I can barely leave campus and other weeks I have a lot of time so I will just go off campus and just do things. It all kind of depends on how I am feeling that week or how I am doing because if I feel like I can get off of campus or if I could go downtown and do homework I will. But a lot of times it is just easier to stay on campus. That is probably because I live on campus, if I didn’t live on campus I probably would spend a whole lot more time downtown. Because if I lived down there it would make more sense. But living on campus I am going to go to the library or the UU so I am not as motivated to get off campus. 61. Me: Have you by chance been to Bello Mundo’s competitor Sally Loo’s? 62. Dana: I have, they have really good food there. I like it a lot but I don’t necessarily go there just for coffee. I will coffee when I am there but I generally go for their food. 63. Me: How does the layout of Sally Loo’s feel to you? 64. Dana: It is a good layout but there are too many people in the place because they have really good food and there is always a really long line out of the door and I am willing to wait in that line but they could use a place the size of Bell Mundo to keep up with the large amount of people but they just don’t have that space. 65. Me: How does their coffee flavor compare to Bello Mundo, Blue Bottle and Kreuzberg?
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    67 66. Dana: Ireally like it, I like just their stand alone coffee. I am not a huge fan of their specialty drinks like their lattes and cappuccinos just because they are good but they are not fantastic. Not up to Bello Mundo or Kreuzberg standard but just their stand alone cut of coffees are really good. 67. Me: Would you go to Sally Loo’s to study or accomplish what you look for in other coffee shops? 68. Dana: I don’t think so because it always is really packed, it gets pretty loud. Maybe on a weekday morning I might go because when I was there recently there were a few people studying but I am thinking if I want to study off campus at a coffee shop, I am going to have more success at Kreuzberg. Just because it is more spacious and Sally Loo’s because it is so crowded I would feel a bit guilty holding this table for a long time when I know others are waiting to sit down. 69. Me: Do you have a favorite place or table in Kreuzberg? 70. Dana: It just depends on which ones are open. I generally don’t sit outside if I am going to do work. Besides when I am not doing work and it is sunny enough which is always in SLO I will sit outside. 71. Me: Thank you Dana for your time and I hope you have a great day! 4.3 Interview Round 2 Danny Shellworth Interview 2 with Bob at Bello Mundo 7:00pm 2/24/16 Bob: I’m a physician from East Coast New Jersey. I came here to study and I got married. 1. Danny: What is your favorite thing about Bello Mundo? 2. Bob: Well there's two things, there's the coffee and then there's the atmosphere. I would almost rate the atmosphere more important than the coffee. 3. Danny: Gotcha, can you call yourself a coffee enthusiast, are you really big on coffee, you know like a lot of people that really like Bello Mundo because of the quality coffee. 4. Bob: Yeah definitely I mean I appreciate a good cup of coffee and their attention to the quality of the coffee. I don't know if I appreciated as well as I could but I definitely do pay attention to the quality of the coffee.
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    68 5. Danny: Okayso would you get coffee at Starbucks kind of place? 6. Bob: Yes I would get Starbucks if I was on the road but I would never go into a regular diner and get a cup of coffee because it is not worth it to me. 7. Danny: Okay I understand what you're saying. Now I know that there's different sections of Bello Mundo, do you like that there is separation between the laptop area and the Community area that you normally go to or gravitate to? 8. Bob: I would say that I mostly hang out at the counter there but there is no area in particular where I find myself, I normally gravitate toward people that I know and go toward them wherever they maybe sitting we have a couple of guys they come in the morning that I'll sit with them so I'm either here or alone or I see people I know. 9. Danny: Okay so do you know people that regularly come in and are you friends with them enough to hangout with them and do you plan that or is it just kind of an all show up and hope that someone here and the majority of the time someone is here. 10. Bob: It’s more like I'll just come and I'll see a regular person and start talking to them ability are about 7:30 or about 9, I mean I'm all over the board and then there is usually one of eight people here that I can see and talk to. 11. Danny: Now is there spot that you like more than others or are you just going to these certain tables because there's someone there before you? 12. Bob: It really depends on the crowd here but a lot of the time I will go to a two-person table or the bar like if I came and and now and I was by myself I would probably go in the chair right there, the cushiony chair 13. Danny: Okay gotcha see you just wait for someone to come in and play everything by ear. So do you ever go to the laptop areas and use your laptop? 14. Bob: I’m in that area over there it’s a laptop area but that’s a sticky situation because there's always going to be the people who don't listen or apparently don't see the sign but for the most part it is pushed to the back of the store. 15. Danny: Okay, do you normally eat something here or bring food in or wish that they had food for you to get other than a muffin?
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    69 16. Bob: Nobut sometimes I'll get a muffin but that's really all that they have here and I don't really want them to get food here because if they do it will be more popular and busy and I understand from Jonathan's perspective that he might want more people coming here but personally if a lot of people show up then they will crowd the place and the atmosphere won't be the same. 17. Danny: I know what you're saying it would probably turn into a place like Sally Loos that is mainly always crowded and serves expensive food. 18. Bob: Yeah it would just change the atmosphere completely with the food, the smells are different it's pretty much just coffee here if you don't want coffee or tea or not to come here. 19. Danny: Okay make sense it sounds like is a different entity in a separate entity and it sounds like that you would rather keep it that way. 20. Bob: Yes I would but it is up to Jonathan and I understand that he has to make money. 21. Danny: How do you feel but the upgrade in size from the old coffee shop? 22. Bob: Personally I like the other one but it is different, see you can't really compare the two for the other one was very small and if you like coffee or muffins you would go there and get that but they do a great job of expanding in keeping it quaint but also a much larger space. 23. Danny: So what do you do when you're here with your friends or when you're by yourself? 24. Bob: Like I said before I just live up the street so I just come down and if anybody is here I hang out with them grab a cup of coffee and shoot the shit. 25. Danny: Yes this is like this is the only place in town that you can really show up and know people from the community. There are other coffee shops in the area and it doesn't seem like those coffee shops have the same vibe that this one does? 26. Bob: No they do not I've been to all of them, Bello Mundo is definitely my favorite when it comes to community and coffee for that matter.
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    70 27. Danny: Howdo you feel about there being two separate sections for Technology and community do you like the aspect of that or do you think it should all the community? 28. Bob: To be honest I know that you're a student is everything but I could live without the Wi-Fi because I don't use it and I think the place would be better if people weren't on the laptops at all times but I understand that Jonathan needs to make a living and a coffee shop without Wi-Fi would be look down upon and not as many if you would come to the shop to buy coffee in that case. 29. Danny: Interesting, I do like how they're two separate areas though because it does show that Jonathan is making an effort to keep the community portion alive as well as accommodate the College kids that saturate this area. 30. Bob: Yeah he's trying as you can see that is the only place with power outlets is in that room over there he's trying to not be too aggressive or harsh but he definitely wants the community aspect to be greater than the laptop studying aspect. 31. Danny: Yeah makes sense it seems like his best solution for the time I never heard anybody that's upset about that aspect of Bello mundo. 32. Bob: Yes it seems like it's working pretty well, there's no military here like he wouldn't say anything to me if I pulled out my laptop but he's trying to say just give it a rest or don't set up shop. 33. Danny: Yes that makes sense he's allowing the coffee lovers to enjoy the coffee whichever way they want without being overbearing. Now do you take the quality of the coffee into consideration when coming here? 34. Bob: Yes definitely I think this is one of the best cups of coffee that I've ever had for sure and the best in the area as well as the atmosphere but the passion that Jonathan and his workers have for the coffee and tea is outstanding, you can walk up to the counter and ask for the recommendation and they can tell you anything you want to know about a coffee how it’s made and give you description. You can tell that they are really passionate about the coffee and that's what I like. 35. Danny: Yes it definitely seems like Jonathan knows what he's doing and knows what direction he wants to bring the company in.
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    71 36. Bob: Hedoes, he trains the workers so that they are almost as knowledgeable as he is or as close as possible. 37. Danny: I’ve noticed they're very knowledgeable. Now would you ever grab a cup of coffee to go from here or do you always drink in? 38. Bob: I normally try to drink in but if I really have to go all grab a cup coffee from here it's the only place I go . 39.Danny: Do you ever grab a Starbucks coffee? 40. Bob: Yes but only if I didn't think I had enough time to come here or if I wasn't close to here. 41. Danny: Gotcha now do you ever make coffee at home? 42. Bob: Sometimes I make coffee at home when my kids come home that I don't have enough time to go out and they do not want to leave the house I will make coffee at home and I'll buy beans from here so that I can make them in a French press at home but other than that I always like to get out of the house and come to this place, it’s kind of like my second home. 43. Danny: Okay gotcha, so do you have any recommendations I know you mentioned earlier that you would not necessarily want to food but is there anything else that you can think of that this café lacks? 44. Bob: I don't know if you drink beer but I think that this place could use about four taps of microbrew beer in the back for the time when people show up and don't want to drink caffeine but come here for community reasons it wouldn't be a bar or anything but I think people would enjoy a nice beer and I think they should team up with a brewery In town and help out the community that way. 44. Danny: That’s a pretty cool idea I think that they can use that. Well thank you so much Bob I think that's all I have to ask you to have anything else you want to say before I take off? 45. Bob: No I think that's good thanks for the interview Danny. And good luck with your research I hope you guys make this place better even though I love it already. 1. Justin Dhillon
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    72 2. Interview Round2 1. ● Hey Nick good to see you again! Happy to be back ● What is your favorite thing about Bello Mundo? I like their coffee, when they actually poor good shots, which is most of the time. ○ What does that mean? You can burn it or not do it right to make it bitter, most of the baristas do it well. What I like most about Bello is the coffee and the chocolate chip cookies. ● So, would you say you like their food selection? Would you, like if they had more options than they actually have. If they expanded their food, they would have to add more tables, because the tables they have are not really for food. ● Personally though, do you like the food options they have? They have like a few good items, I wouldn’t say they need more. Personally, I don’t think they would need to expand to things like sandwiches or anything like that. 2. ● Where is your favorite spot to hang out inside of Bello Mundo? I usually have my laptop so I am usually on the laptop side. I like the tables for 4 because there is usually like 2 or 3 of us there. But I also do like their community area a lot when I don’t have to be on my laptop or study. ● Do you usually bring a friend to Bello Mundo? Yes, almost always go with friends. ○ Do you guys eat something? What? Do you share? Every time it is a coffee and a cookie. 2 of us always order that and our other friend just orders like 8 cups of coffee. We do not usually share haha ○ Is there any type of food that you normally eat with your coffee, that you wish Bello Mundo served? Special Argentine pastries that I am fond of haha I mean the have bakers, I’ll give them a recipe, they’re pretty good! I’ve tried a few things and what I really like are the cookies and these gluten free chocolate chip scones. I mean they’re gluten free so they have a weird texture if you pay attention to it. What do you spend most of your time doing in Bello Mundo? I’m usually in a group so talking or hanging out, studying but not like head down with headphones in. There is still like chatter, I go there to do work but mainly socialize. If it’s with my friends or even the baristas, their staff is really nice. ● Do you sit in the community area more or the work space? Most often I sit in the work are but I do really like the social area.
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    73 3. ● What aboutBello Mundo’s layout and design do you like? I like how big it is and that it has a lot of tables, I like the big bar and that it’s really open to the customers and that you can see the baristas working it’s kind of nice. I like their stool set up. They have a really good space to table ratio, it’s not very crammed. -What don’t you like about it? If I could change something in their layout, I would have stools with backs, that’s it. ● What is your ideal atmosphere in a cafe? -Quiet? -Spacious? I think what they have now is pretty good. As far as their atmosphere there is a few things I would change, but they are nice upbeat, have good music, good people working. ● What about the atmosphere would you change? So when I go there and do homework, you want to use the internet, I have to use the internet to do homework. I can do it here but I like doing it with coffee, and I buy a lot of coffee. So I’m trying to be nice but I want to use the wifi when I’m there. A lot of times these people come in and are these super bandwidth users and they’ll sit there for hours and hours. I will leave and come back and they will still be there. I can’t do anything because 2 or 3 people sit down and start streaming games for 12 hours at a time. That legitimately effects the environment because I can’t do anything when I am there, I just have to drink my coffee and go which makes me want to not be there. But that is definitely something I would change or have a policy on. I usually stick to every 2 hours I buy a cup of coffee because it’s just the right thing to do instead of just taking up there space. ● For the wifi situation, do you think there needs to be a new policy or just more bandwidth/ better wifi? What it boils down to, they need 2 things. 1 a better policy on like a time limit stating you have to buy a coffee every 2-3 hours you’re there. It’s like the parking meter, after 2 hours you need to fill it up again. But what they can also do is there is this thing called a captive portal which basically allows them to monitor and see who is doing what and you can divide the bandwidth based on that. It’s just annoying because I love going there and being around their environment but this irritates me. ● Ok, speaking of the environment, does the type of music playing affect your experience in the cafe? Most of the time I like the music, sometimes it gets a little weird, but I know who’s playing it which is one of the baristas being funny and I’ll think it’s funny because I know them and we will share a laugh. If you don’t like the music just put in some headphones. ● What draws you to Bello Mundo and not other cafes? Their coffee and cookies are good, also there staff is really nice, they know me by name and are just genuinely good people. ● When you go to Bello Mundo, do you usually order to-go or do you dine-in?
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    74 Most of thetime I stay, I’d say 95% of the time I’ll stay. 4. ● What makes you feel welcome/ is inviting in a coffee shop? The baristas being friendly, they know me by name and I like when they give me suggestions. I think it all just centers around the baristas being nice, makes me feel warm and welcome. So I’ve already talked to you about how you make your coffee at home and what you use, but do you have a favorite place in your house that you drink your coffee? My desk Closing How would you sum up your experience at Bello Mundo? I’ve had a really good experience, overall it’s been great. I think it was a lot better last quarter because it wasn’t as crowded and I had a better schedule where I could go, but now I have issues with being able to work and not being able to work. Last quarter I’d say 10/10, this quarter I’d say it varies from a 7/10-10/10. It’s never terrible, sometimes I just get frustrated. Luana Durand Round 2 interview: 1. Me: Thank you so much for meeting me again. So last time we talked about basic questions about coffee and why you like coffee and how it makes you feel but this time we’re going to talk more in depth about coffee and specifically about Bello Mundo and your thoughts towards the café. Ashley: Okay, sounds good! 2. Me: Tell me about some of your favorite things about Bello Mundo? Ashley: Well I like sitting in the front by the window to work on homework and study because I like watching as people walk by and it’s quiet and a nice environment. And they have some of the best coffee and yummy cupcakes (laughs). 3. Me: Okay. Umm, what do you usually like getting coffee wise there? Ashley: Well I’ve only tried their lattes that are really good but I plan on trying more because I saw other people drinking things that looked really good and I’m excited to try more drinks there. 4. Me: Umm based on the lattes that you’ve bought there would you say their prices are comparable say to the Linnaea’s, or Scout’s or eve the none specialty coffee places in SLO? Ashley: Um I’m trying to remember what I paid, but from what I remember it wasn’t expensive and it was very comparable.
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    75 5. Me: Yeahif the price was too much you would have definitely remembered that being a factor. So you would go back again then based on the prices? Ashley: Uh uh, I would definitely go back. 6. Me: Okay. And when you go to Bello Mundo do you usually go by yourself or do you bring a friend with you? Ashley: Usually I like studying by myself because I’m easily distracted (laughs) but I think it’s a place that I could do like collaborative work like group projects if I wasn’t distracting other people too much. I think that would also be a place to go. 7. Me: Okay. And since you don’t bring friends usually, if you were to bring a friend um where do you think you would sit? Ashley: I would probably sit in the back so we could talk and get some coffee and catch up. I think it’s a place I could bring a friend to just catch up and kind of talk about our lives. 8. Me: So if you were to get anything at Bello Mundo, what would you get? Ashley: I think it just depends; I would probably get a cupcake though. 9. Me: Would you share the food you get or is the food available not really shareable in your opinion? Ashley: I think it would be based on my mood, I think everything is shareable if I felt like sharing or how hungry I was. I mean I would never share coffee but pastries yeah probably. 10. Me: So when you drink coffee do you buy food with it? Ashley: It just depends on if I’m hungry; if I am I’ll buy something. 11. Me: Okay what would you normally buy with your coffee if you were hungry? Ashley: It just depends on my mood, but I usually buy the sweet things, like cookies or muffins. But if I want something healthier then I’ll get like fruit or almonds or something but I usually break the sweet cravings and get something sweet. 12. Me: If there was a wide selection of foods like oatmeal and fruits, and lunch and dinner foods like sandwiches and salad boxes would you be more inclined to go to that café because of their food selection? Ashley: Maybe. I think if it was well priced probably because I don’t know but Starbucks is pretty pricey for such small portions. So if it were comparable to restaurants and well priced then definitely that would add to the café.
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    76 13. Me: Yeahso umm since there’s two different sections for the community and technology use; how do you feel about that? Do you think that separation is a good thing or bad thing? Ashley: I think in theory it’s a good thing but practically it’s not. Like I don’t think that for other group projects and I was being really loud I think I would be disruptive of some of the other people who are just talking and being quieter. So yeah in theory it’s a cool idea because technology is just too much these days but for like a study space it’s a little impractical. 14. Me: Okay and what do you think about the seating? Do you think the seating is okay? Ashley: I think it’s a cool set up but what a café is normally used for I think people would be inclined to do collaborative work in the back and if there’s too much of a separation of different things you can do and it would be limiting to people and that makes it kind of hard. 15. Me: So based on the seating and chairs since you talked about the layout, how does it make you feel? Ashley: I definitely think that if there were more comfy seating that would just make people feel more comfortable and more chilled like they were at home. I kind of feel like the seating now makes you feel less relaxed. 16. Me: What are your thoughts of the atmosphere? Like space, loudness and anything else you can think of. Ashley: I mean I think their space is really cool and I really like the environment for studying and the music isn’t overpowering making people have to talk louder over the music like some cafes. I think more variety of seating would make it really nice to so people had options to sit also. 17. Me: So what draws you to a café in general? Ashley: Umm I don’t know just like good coffee, good food and options, big area to study, and just get away from the library and go somewhere else and like a different environment to change it up. So ya. 18. Me: Does any particular music affect your experience in a café that you go to? Ashley: I think the music should be more background music rather than the primary noise in the café. I think otherwise I would be really distracted if it’s too loud and then people are talking really loud over the music. I think chill vibed music would be good. 19. Me: How do you feel about customer service at Bello Mundo?
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    77 Ashley: Yeah Ihave no complaints about them at all. They’re friendly and I mean I would expect a little wait time for their lattes, which I don’t mind. 20. Me: So wrapping it up; so ultimately what would make you feel welcome or invited into a café? Ashley: I think it’s a lot of aspects combined. I think it’s the general atmosphere, which includes a lot of things like music, like people, level of noise, and the area has a comfortable place and good environment to study or whatever you’re trying to do. 21. Me: Yeah so specifically what attracts you the food and coffee or what? Ashley: I think coffee is the biggest pull for me and I think seating is a huge thing because a lot of the times when I go to a café they never have seating so I already am drawn away from that café. 22. Me: Okay and so based on our last interview you said you like making coffee at home in your espresso machine, where do you usually sit at home? Ashley: Well I usually take it to go, but if I’m drinking coffee then I’ll sit on my bed. 23. Me: So is that what you do at coffee places too? Ashley: Yeah I usually take coffee with me unless I’m going to a café specifically to study and get something done. 24. Me: Yeah so that’s it. Thank you so much again for meeting me a second time. Ashley: Yeah of course. Glad I could talk about coffee some more. Jessi Biagioni Second Round Interview: P1: Jessi: Hey Emily how was your day! P2: Emily: It was long but it’s nice to finally be home and relax now! P3: Jessi: Yeah it definitely is I’m exhausted! P4: Emily: Me too. Okay let’s start this interview! P5: Jessi: Alright great! So what is your favorite thing about Bello Mundo? P6: Emily: I love that the atmosphere is always nice and bright inside and it’s a great place to study. The coffee is great too; my favorite drink to get is their almond latte. I also just found out that they make their own almond milk which I think is so cool. And the baristas are always friendly. P7: Jessi: Oh okay that’s interesting! So would you say you go there more for the atmosphere or for their coffee? P8: Emily: That’s a tough one.. I guess if I do happen to be downtown Bello Mundo is the café I go to because the atmosphere is just great and it’s just somewhere I like to
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    78 hang out at.The music is kind of calming and not too loud and I like all of the wooden furniture inside, it’s all very laid back P9: Jessi: Where is your favorite spot to hang out inside of Bello Mundo? P10: Emily: Hmm.. I don’t really have a specific spot I have to sit at when I go to Bello Mundo but I do like spaces where there is a decent amount of space so I’m not crouched when doing homework. I also like a spot where I can observe people or the baristas. That’s sounds creepy (laughs) P11:Jessi: It’s not creepy! I do the same thing (laughs) so do you usually bring a friend to Bello Mundo? P12: Emily: yes sometimes! P13: Jessi: Okay and do you guys ever grab anything to eat? P14: Emily: Yeah we usually will get a pastry or something. We don’t usually get food that often. P15: Jessi: Oh okay, and is there any type of food that you normally eat with your coffee, that you wish Bello Mundo served? P16: Emily: Hmmm maybe healthier alternatives to pastries, I feel like they are so choloric and so much added sugar so maybe lara bars? Or some kind of healthy energy bars P17: Jessi: Oh okay that’s really interesting! And do you think you would share an energy with a friend? P18: Emily: Hmm I think we would just get our own. P19: Jessi: Okay, is there any food that you would share if Bello Mundo offered it?? P20: Emily: I guess maybe a fruit platter or something? I would just like it if Bello Mundo served healthier food in general, that would be awesome! P21: Jessi: Oh okay! So what do you spend most of your time doing in Bello Mundo? P22: Emily: Homework! I really like to go there for homework by myself. Or I will go with my friends at night. P23: Jessi: Awesome, So how do you feel about there being 2 separate sections for technology and community? P24: Emily: I love that about Bello Mundo I think it’s very unique and its very helpful especially living in a college town. P25: Jessi: Definitely! What about Bello Mundo’s layout and design do you like? P26: Emily: I like that there’s a lot of table space to do homework which is nice, some of their table are wide so you don’t feel overcrowded and everyone usually finds a spot. P27: Jessi: Alright, and is there anything that don’t you like about it? P28: Emily: No I love everything. P29: Jessi: Everything? There’s not even one thing you would change? P30: Emily: Nope, I think everything is perfect there! P31: Jessi: Interesting, okay. So what is your ideal atmosphere in a cafe?
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    79 P32: Emily: Acafé that’s not too big but not too small, light music and not too crowded to the point where I can still focus, lots of table space and chairs, and outlets, and clean! P33: Jessi: That sounds great. Does the type of music playing affect your experience in the cafe? P34: Emily: Yes oh my god the music was so loud at another café I went to, but if I’m not trying to study I really like it. P35: Jessi: What draws you to Bello Mundo rather than to other cafes? P36: Emily: They have drinks I know that I like and I feel like they are always consistent and the prices are fairly reasonable. P37: Jessi: When you go to Bello Mundo, do you usually order to-go or do you dine-in? P38: Emily: It’s usually half and half, if I’m with friends I will stay but if I’m alone I will order to-go P39: Jessi: That makes sense. Are you satisfied with the customer service? P40: Emily: Yeah the people are usually always friendly and sweet P41: Jessi: Alright and what makes you feel welcome/ is inviting in a coffee shop? P42: Emiy: The overall atmosphere and the workers and the smells P43: Jessi: Oh okay, and when you do make your coffee at home, do you have a favorite place in your house that you drink your coffee? P44: Emily: When I’m by myself here at Cal Poly I drink it in my room and play music. But when I’m back at home in Sunnyvale I like to drink it at kitchen table with my mom. I like to be in a comfortable place where I’m not rushed P45: Jessi: Okay! And lastly how would you sum up your experience at Bello Mundo? P46: Emily: hmm, I’m always satisfied and I leave feeling like I was productive there and especially having the coffee allows me to be productive. I go knowing that I will always leave satisfied so I never have to worry. P47: Jessi: Great, thank you for this interview, I appreciate all of your input! Emily: No thank you, it was fun! Second Round Interview Casey 1. Me Hello Miranda (M), can you tell me a little about yourself? 2. Miranda (M) My name’s Miranda, I’m from Seattle, Washington. 3. Me How does being from Seattle affect the way you enjoy your coffee? 4. M I feel like the café culture away from the stereotypes is definitely more enhanced in Seattle. Besides the coffee itself, that is important, the whole café vibe and interior that accompanies with the café is important as well. 5. Me Okay. What is your favorite thing about Bello Mundo? 6. M I think it’s the space and the convenience that it’s so close to campus. It’s just somewhere that I can study at.
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    80 7. Me Soyou would go to Bello Mundo more to study then to socialize…would you say that’s true? 8. M Yeah, yeah. 9. Me When you go there to study, do you usually go by yourself or do you go with other people? 10. M I typically go with other people. 11. Me Is there a reason that you go with other people, or…? 12. M It’s just mainly something like “Okay, do you want to go downtown and study?” So then “where do you want to study at?” And then it’s the convenience of the space of Bello Mundo that’s “okay, let’s just go there instead.” 13. Me Okay, so normally when you go to Bello Mundo, what do you order? 14. M Typically their ice tea or café latte. 15. Me And with your drink do you usually order anything with it? 16. M Mmm, not really, it’s usually just the drink. 17. Me Have you tried any of their pastry options? 18. M No I haven’t. 19. Me Is there a reason why you haven’t? 20. M Umm… not really. I think it’s just that during that time frame, when I do go, I’m not hungry or just not interested in eating something at that time. 21. Me So would you say it’s more like you’re not hungry at that time, not because it’s not appealing? 22. M Yeah. 23. Me Is there anything that could make the pastries more appealing to you even if you weren’t hungry? 24. M I don’t really pay attention to their pastries…But I think just where they place it, or having a menu would help a lot because where they place it now is just on the side of the cash register. So like I see it but oh, okay, that’s it. 25. Me Okay. So what about Bello Mundo’s design do you like? 26. M Interior structure it’s very spacious and I like how they offer a lot of outlets, versus all their competitors. It’s very clean-cut. 27. Me What kind of vibe does it give off to you? 28. M It reminds me of just a college, studying place…It’s convenient, right when you walk in everything’s very minimal so you’re not overwhelmed by a lot of stuff. 29. Me So what about the layout and design do you not like about it? 30. M How they only offer outlets in that small, niche area, the bars. I definitely feel like they could add a lot more outlets and more bigger tables, like for studying groups.
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    81 31. Me Doyou like the fact that Bello Mundo has that community center where there’s that no laptop space? 32. M I do, but I just don’t use it. 33. Me So what is your ideal atmosphere in a café? 34. M Very laid back, and relaxed…how it’s not really noisy where you can’t focus on your work. It’s very warm instead of dark and it’s very well-lit on the inside. It’s very minimal… 35. Me For it being well- lit, what do you consider well-lit? 36. M Instead of using the lighting fixtures of it just being white or blue tones…more warm. 37. Me Like a yellow light? 38. M Yeah. 39. Me Would you say you like the lighting they have at Bello Mundo right now? 40. M Yes I do. 41. Me So you wouldn’t change anything about the lighting? 42. M Nope. 43. Me You were talking about earlier how there weren’t enough outlets, and how there should be bigger seats, or bigger tables for groups…Besides just studying areas, if you were to go there just to hang out, what would make you want to go there, in terms of layout, to hangout? 44. M I feel like as of now, just to go there for more socializing, it’s fine because the table space that they offer and the drinks list that they offer, you’re not overwhelmed by what they offer. It’s spacious too. 45. Me If they added more tables, do you think that would take away from their spacious feel? 46. M Definitely because in the entrance way, you can see that they can add more tables but because there aren’t any, you’re able to walk around more freely. 47. Me Is that benefit greater than having more tables to sit at? 48. M Not really…for me personally, I rather have a little more tables than that amount of space. 49. Me Okay, so does the type of music playing affect your experience at a café? 50. M Definitely. 51. Me Like what type of music? 52. M Like more mellow, acoustic versus something that’s heavy rock in a café. 53. Me So you don’t really notice the music that much…as long as it’s kind of a mellow melody?
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    82 54. M Yeah,as long as it’s mellow. But I don’t notice it that much because most of the time I just have my headphones in. 55. Me What draws you to Bello Mundo and not other cafes? 56. M *Smiling sheepishly* The space and the outlets. *Laughs* 57. Me So those are your two top main things? 58. M Yeah. 59. Me In terms of the coffee itself, do you notice that there’s a difference in Bello Mundo’s coffee versus other competitors’ coffee? 60. M I haven’t drunk much of other competitors’ coffee and I’ve only had Bello Mundo’s once and I thought it was okay for the ones I’ve had in the past. For other competitors, I’ve had Black Horse and that was okay as well. I’ve been to Scout, but I never had their drinks before. 61. Me So would you say you’re pretty satisfied with every order you’ve had for a drink? 62. M Yeah. 63. Me When you go to Bello Mundo, do you usually order to-go, or do you dine in? 64. M Dine in. 65. Me Are you satisfied with the customer service they offer? 66. M Definitely. 67. Me Why do you say that with such enthusiasm? *Chuckles* 68. M I never had a bad experience with the customer service and everyone of them was very friendly…and they made an effort to have a conversation with you instead of trying to get you to just order. 69. Me What makes you feel welcomed or is inviting in a coffee shop? 70. M Like I’ve said before, it’s the whole vibe, the interior structure, and the workers for sure, how they’ll greet you. I think for me, just walking into a café and expecting that hit of coffee scent. 71. Me So just kind of that aroma in the air is really important too? 72. M Mhmm. 73. Me So in terms of décor, for you, does that play into how you feel about the coffee shop? 74. M Uhh…yeah. For someone like me, like what I prefer in interior design, is very minimal so I have been to ones where it’s just overflowing with décor, like every inch…where certain things don’t match also. For Bello Mundo, they don’t have much going on (which is what I prefer) and the exposed brick walls also. 75. Me If someone asked you, “What is Bello Mundo like?” How would you answer them? 76. M Chill. That’s basically it.
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    83 77. Me Okay.Do you ever make coffee at home? 78. M Yeah. 79. Me What do you use to make the coffee? 80. M At school, I basically just drink instant, but at home I have the Keurig and a French press. 81. Me Do you feel like because you have a French press and a Keurig, that can give you the same coffee experience as if you went into a café? 82. M Not really…because I don’t have all the espresso machines or the foam machines. Definitely when I’m home or I make it myself, I look for easy and convenient, to make. 83. Me So it’s not really like to enjoy the coffee as much but it’s more to get the coffee in your body…? 84. M Yeah. 85. Me Then, would you say you’re more comfortable in a coffee shop drinking coffee or are you more comfortable drinking coffee at home? 86. M Either one I’m comfortable in. 87. Me Can you explain a little more why you’re more comfortable in either one? 88. M At home it’s more like a quick and stiff fix, but in a café it’s more that I sometimes feel bad just going in to study when I don’t purchase anything, so I just buy a coffee or a tea to contribute to their sales. *Laughs* 89. Me How would you sum up your experience at Bello Mundo? 90. M I would say that it’s nice. I’ve gone there already multiple times this school year and it’s the café that I go to the most out of everyone else. It’s just the space and the outlet and things like that. Other than that I see a lot of college students in there and families, and some people just hang out in the no laptop zone to just read. It’s just very relaxed and people typically leave you as is if you’re doing stuff. 91. Me Okay. Is there anything else that you think I should have covered or that you would like to talk about? 92. M Not really. 93. Me Okay, well, thank you for your time. Maria Rosignuolo Interview Transcript 2 Prior to beginning the interview, Euripides (she wished to be called Euripides to remain anonymous) and we introduced ourselves and exchanged backgrounds. She let me know that she is usually at Bello Mundo every weekday for her morning coffee before heading to her tai chi class. Therefore, I decided to exclude my grand tour questions from the interview 1. Me So, what would you say is your favorite thing about Bello Mundo?
  • 84.
    84 2. Euripides It’skinda got a community atmosphere and, uh, I think Jonathan is the one that tries to propagate that feeling. Uhm, I come with a group of older people, obviously, hahaha. And we come here several times a week just because it’s a nice gathering place and it’s not offensive and the coffee is absolutely the best. And we all agree that the people that come here, uhm, are mostly travelers from different parts of the world The coffee here is the best. None of us have found anything that comes up to this standard. 3. Me Oh, and you’ve tried other kinds of coffee shops…? 4. Euripides Oh, yes, yes. This is the premium chop, yeah. 5. Me Honestly, I have to agree hahaha. I love this coffee. 6. Euripides I hate to say this but it is better than anything I’ve found in the Bay Area. Yes, San Francisco has a lot of coffee. I come back home and this is what I like. But I do like the fact that it’s not age limited in here – it’s for everyone. Not just students. And it’s not just a student oriented coffee shop ‘cause that’s what happens with a place this size, usually. It was kinda my fear when Bello Mundo went from that really tiny – I don’t know if you’re aware that they had a very small shop (I nod my head). I had been going there for maybe 3 years before they moved over here. And I liked it there. It was a little inconvenient because there wasn’t any space to sit but we usually took a cup and went upstairs across the street and then came back and returned the cup because of the space. And the coffee was so good and we were excited about this place opening but I personally was a little afraid it wasn’t going to work because it was so big. But because Jonathan is at the helm, it’s got that community atmosphere about it and it makes it just kinda like a home atmosphere; it’s nice. 7. Me Mhm, yeah. I definitely feel that too when I’m in here. And you mentioned that you feel that it’s this way because of Jonathan. I was wondering if you could expand on… kind of Jonathan’s role in making this feel community centered? 8. Euripides Well, even his employees… he’s into the uhm… he treats his employees with respect. He also trains his employees as if they are a part of this. This is just my understanding but I’m not sure exactly about the timeshare thing? Not timeshare, I’m sorry. If at the end of the month there’s extra profit, it goes to the employees and I think that’s a marvelous thing. I’m not sure of the ins and outs of that, I may have that wrong but I think I have the idea right hahahaha. It’s wonderful and I guess that’s why he keeps a lot of his employees. It’s fair treatment. I noticed he has more people hired, haha. And I like coming in and having the baristas know who I am and they obviously know exactly what I want, hahaha. 9. Me Is this your own cup?
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    85 10. Euripides Yes! 11.Me Awww! 12. Euripides Yes, I bring my own cup, hahahaha. And sometimes if some friends come in before and, uhm, they say “Euripides is coming” it’s like it’s like “Ok, my coffee’s already ready, you just walk in the door and it’s just really nice!” I just like that attitude towards the customer. Because I’m not the only one that they do that to. And I think one of Jonathan’s main things with his employees is that you get to know your customers and you get to know your customers by name. And that’s kinda… that’s kinda neat. It makes me wanna come back. 13. Me Yeah, it makes you feel special! 14. Euripides Very! Even though I know they do it to 10,000 other people! Hahahaha. It doesn’t matter! Hahaha. And as you and I were talking about a moment ago, it’s word of mouth. When they first opened I thought “Well, this isn’t going to work” And then a team of us people from the tai chi class, which is right around the corner, came walking in and the place was full! Hahaha. So, yeah, I’m amazed at how he’s got this going. And of course his personality is very soft. So, therefore, when it comes to getting permits and getting things done, he doesn’t just ramrod stuff through. We often go up to him and say “Jonathan! I think you need more tables” or “I think you need more chairs” and he nods and he’s very calm about it. They don’t show up right away, of course! Hahahaha. Because he’s waiting. He sits back and he kinda waits to see what’s happening and who else is involved. Yeah, he has an extraordinary approach to business. It’s not the typical business “Let’s go out, market, and make money” I think he’s more into… this is a community-based environment and coffee is what brings it together. He spends his morning grinding coffee. Every morning. Because every morning it’s ground and if there’s anything left, they toss it at the end of the day because he’s done so much studying of the coffee itself that it’s not good after, I think, I don’t know why the number 15 hours comes to my mind, I’m probably wrong. But, there’s so many hours that you have to make that coffee before the ground coffee doesn’t taste right. And, I don’t know if you noticed, the employees at the bar they make sure there is the correct temperature and the timing is absolutely crucial as to when they make the coffee. So every cup gets its attention. I tease them because some of them have mastered the little pictures and some of them haven’t (hahaha). The cup that I’ve seem to have brought in is a challenge for everyone because it’s deep (haha). I mean, even Jonathan finds it hard to make pictures in this cup, so… And that in itself makes it another reason to keep coming in
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    86 because you havea personal… it’s not just Jonathan, it’s everybody. All the employees make me feel that way. 15. Me That’s really great! It’s really important. 16. Euripides I think so! 17. Me Uhm, you mentioned a little bit earlier when you were describing the place, that you felt it wasn’t “offensive”. I was just wondering what you meant by that. 18. Euripides “Wasn’t offensive?” When was I talking about that… hahaha. Oh! Well, it’s not full of strollers to roll over when you go to get your coffee. It’s not full of dogs. Uhm, it’s an atmosphere where you can come in and sit down and relax. And it’s not full of hubbub and it’s not pushing. It’s not pushing their coffee; it’s not pushing anything. They don’t push. And a lot of coffee shops push “let’s get them through, let’s get them through” and “ok here’s your coffee, here’s your coffee” and the coffee is okay… but I’ve been pushed through one end of the line to the next. And I guess that’s what I mean about offensive. It’s a really laid back feeling no matter how busy they are, it’s still this nice atmosphere. And I don’t get shoulder tense when I walk in hahahaha. 19. Me Yeah, so I feel like that really makes Bello Mundo a great place to come out to. So, you did mention that you like to bring your friends. Uhm, when you come with your friends do you usually buy anything to eat? 20. Euripides Uh, yeah, some of us. I personally don’t because I like the coffee taste so much that if I have anything else, I can’t taste my coffee hahaha. The coffee is so good, I wanna taste the coffee. 21. Me So, you and your friends usually come for the coffee? Not really for food… 23. Euripides Yeah. The food is good. It’s really good and my friends are usually buying the sweets but that’s just an individual thing. 24. Me Mhm, so then at home, or any other places when you drink coffee, do you usually only drink coffee as well? 25. Euripides Right. That’s just a personal thing. Hahaha. 26. Me Yeah, hahaha, I’m just wondering. I think I’m the same. I just drink coffee, haha. 27. Euripides Oh, I thought it was just me! Hahaha. 28. Me No, see, now it’s me too! 29. Euripides Yay, that makes me feel a little bit better, hahaha. Because, you know, they often say, “Well, why aren’t you getting something to eat with that?” Well, it’s because I like the taste of coffee! 30. Me No, I completely agree! I definitely just like to drink coffee. I don’t want something spoiling the taste.
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    87 31. Euripides Exactly!And the sweets are great but maybe later… like an hour later… hahaha. 32. Me Hahaha. So, when you usually come into Bello Mundo, what would you say you spend most of your time doing in here, besides drinking the coffee? 33. Euripides Friends. It’s a great meeting place. You know, I’ll say “Meet me at Bello Mundo” That’s the place to go! Well, sometimes I do come in by myself. It’s just pleasant to sit here. Either read, or stare out the window or people watch or, yeah. But mainly it’s with friends. 34. Me You mentioned a lot of travelers come through here. So, when you’re here with your friends or by yourself, would you say that you mostly stick to your friends or do you also like to branch out? 35. Euripides I guess I didn’t make that quite clear, I meant that all of my friends are travelers. 36. Me Oh! Hahaha. 37. Euripides Hahaha, but I have seen a lot of travelers because there’s different languages being spoken. I’m assuming… maybe that’s the Cal Poly students. I don’t know. I’m just aware of the languages spoken. And maybe they live here, I dunno. So I would say it’s a pretty diverse place. 38. Me Mhm. So, do you branch out and talk to other people? 39. Euripides Well, often times what happens is the group of people that I come with after the tai chi class have other friends that have started coming here. So, usually there’s an interaction with those friends and the group gets bigger, hahaha. 40. Me That’s fun! 41. Euripides And I really like the little signs on the tables. The signs are done so well. It’s not a sign that says in big bold letters “Don’t sit here if you’ve got a laptop” It doesn’t say that! And I find that really nice. It’s not full of rules. We started complaining in the very beginning when we started coming in because there was no place to sit. Every table had laptops on it. And, you know, there’s a lot of tables in here. And we would come in, like, 4 or 5 strong and there would be no place to sit. And so we’d talk to Jonathan about it and he would nod and, you know, what he’s doing is taking his time and he’s observing everything, hahahaha. And he doesn’t just leap right in, which is extraordinary. He just waits and listens and looks; he’s very aware of what’s going on in his establishment. Both with his clients, or his customers, and his employees. And maybe like a week or two later, these signs showed up. Hahahaha. And everyone once in a while when the baristas aren’t really busy, and they see one of the community tables really full and there’s lots of laptop places, they might come over and they may very nicely suggest that they might wanna do that ‘cause, this is a
  • 88.
    88 community table. Soit’s not one of those big rule and heavy-handed “you can’t do this” which would offend me if I were a student. Hahahaha. So, yeah, I like that he’s trying to make community for everybody not just one group of people. 42. Me I see. That kinda clears that up for me, personally. Uhm, because that makes a lot of sense. You’re in a college town. The biggest struggle opening up a café in a college town is having it not be run over by students. 43. Euripides And this is what was happening in the beginning. Jonathan was quite aware of that. He wasn’t ready to go out and be heavy handed about it. And so he came up with this idea. And I thought, “That’s really great.” And you notice there’s no big signs around here. Haha, except “dirty dishes” and those people can’t see that anyway. And that’s nice, you know, when you’re surrounded by all these signs saying you can’t do this and you can’t do that. That’s very offensive to everybody, not just students. There is something about a lot of cafes. There’s so many signs you just miss ‘em. “Didn’t you read that sign?” Well… Yeah, I appreciate the fact that there’s not a lot of signs. 44. Me Yeah, I’m so glad you brought this up because I was actually wondering if you thought it was awkward that there’s two sections for technology and community. 45. Euripides No, not at all. I mean, there isn’t even two separate sections. I don’t look at it that way. And sometimes there’s an overlap. Like on a Sunday, perhaps. Yeah, it gets really crowded. But, yeah, it’s working and I like the attitude to make it as a community and not just one demographic. 46. Me I definitely agree! So, what is it about Bello Mundo’s layout and design that you like the best? 47. Euripides I really like the openness of the bar! I really like that. Usually they have these windows in Pete’s or something. It separates me from you. And it’s like, well, when I came in this morning, there wasn’t anybody here. And so Jonathan leaned over the bar and gave me a hug. You couldn’t do that if you had all these windows that are blocking employees from customers. I don’t know what that is. It just seemed like a Jonathan thing to do to not have windows. It adds to the community feeling. This is family. 48. Me I really like that you brought that up because it’s not something that I would have noticed on my own. But now that you bring it up, I know exactly what you mean! 49. Euripides I live in Morro Bay and the coffee there is really terrible, hahaha. There’s 3 or 4 shops there and I’ve tried them all. Sometimes, on a weekend, I will make that whole 24 mile trip to come in here and have some coffee. Yeah, I really am addicted to the coffee.
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    89 50. Me Imean, that’s not a bad thing to be addicted to! Haha. 51. Euripides Well, I don’t know. Good or bad hahaha. I’m okay with good! 52. Me When you come to Bello Mundo, do you usually dine in or do you ever take your coffee to go? 52. Euripides Hm, I’ve never taken my coffee to go. Every time I come here, it’s my pleasure to sit here by myself or with my friends. I’ve never thought about that. There’s a lot of legal business up on Osos. There’s a lot of lawyers and business people up on that street and get their coffee to go. And that was a challenge for them. You know, they take so much time with each sup of coffee to make sure that it’s right. You don’t get through real fast. You don’t start at the beginning of the line and at the end, you’ve got your coffee. You have to wait a bit because it’s one of those “it’s worth waiting.” So it was hard for them because those people are in a hurry and they’re professionals in the city. Jonathan wanted to take care of that need… But I’m not sure whether he’s taken care of that or not… Maybe Jonathan’s coffee is so good that they’re willing to wait, who knows. I’m always willing to wait. I always make sure I have time. That’s why I came in early today because I wasn’t sure if you would be here at 8 so I could have time to get my coffee. Good thing I got it because I’m better after my coffee, hahaha. 53. Me When we were talking earlier by the bar, you mentioned that you were unable to make this quality of coffee at home. I was wondering if you could talk about that a little. 54. Euripides Sure, I’ve tried. I’ve used his coffee. I’ve been here first thing in the morning when he comes in with his ground coffee and I’ll put it in my coffee maker the next morning. I’ve tried to latte maker, the espresso maker, French press, hahaha. I’ve tried all of those with Jonathan’s coffee and I just can’t do that because it has a lot to do with time, the temperature… everything is very particular about how its made and I guess I’d just have to hire one of his baristas and use his equipment. That equipment is all geared towards making this singularly good cup of coffee. So, that’s why I can’t make my own coffee really good. Hahaha. It doesn’t matter what I use. Everyone once in a while I experiment because I’m a latte drinker. One of there baristas here, every once in a while will bring in coconut milk. And he goes, “Oh Charlotte, try the coconut milk!” And it’s good! But I always fall back on regular cow’s milk. Hahaha. Yeah. Hence, I come here for my coffee rather than making it at home, hahaha, can’t do it. I like my coffee! And I like the group atmosphere when I come in here. Those are major for me. The people. Both in front of and in back of the bar. 55. Me I really liked how you said that you felt that coffee was kinda the “glue” that brings people together.
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    90 56. Euripides Yeah,it is. It brings people together for conversation. And unlike going into a wine tasting place, the caffeine zips you up but wine zips you up to where you can’t even remember. So, wine bars are not for me. It’s for conversation and bringing everyone together but it’s for a very short time because everyone just gets too looped. And this is a place to come and sit over a cup of coffee. Traditionally it’s tea and coffee and caffeinated drinks that brings people together and they talk. 56. Me At the bar you mentioned that you’ve tried Scouts Coffee Co. as well. When you were there, did you feel less of the community feeling? 57. Euripides Yeah, it was more of a marketing thing for me. That’s what it felt like. It’s like all the other cafes. It didn’t have any individuality. It almost felt like a syndicated place, actually. You know, like, Pete’s or Starbucks. Whether that’s true or not, I don’t know but that’s the feeling I had. But their coffee’s good! It’s pretty good. Not as good as Bello Mundo haha. So I have to give them that. 58. Me So, the atmosphere here keeps you coming here as opposed to anywhere else. 59. Euripides Right, yeah. And then you also have those people that drop by or people who are just touring in town. Whoever has the biggest blinking sign outside, that’s where people go. That’s usually what I do. If I’m in San Francisco and I’m looking for coffee, I look for a sign that says “coffee” hahaha. And it’s not always the best place. As a tourist I don’t know any other place that I could go. Pete’s was my first coffee, back in the 60s. They had a fan outside their door. It just pushed the smell of coffee out onto the street and that would bring us in! I was a student at that time so… hahaha. It was nice. The American taste for coffee has changed… but then, you know, there’s still a lot of people that drink Farmer’s or Maxwell. And it’s in most restaurants. The first thing I ask when I go to restaurant is whether they’re selling Farmer’s. And it’s probably rather insulting but that’s… 60. Me I mean, it’s not your fault you have good taste in coffee, haha. 61. Euripides Hahahahaha. Yeah, it’s interesting. The American taste is… you know Starbucks just knew how to market themselves. 62. Me That’s very true! Otherwise, they’d never be able to get away with selling dirty water, hahaha. So, just to kinda close things off, how would you sum up your experience here at Bello Mundo? 63. Euripides Hahaha. Positive. Every time I come in. Whether it’s with friends or by myself. And I think a lot of other people feel the same way. And every once in a while there will be a bunch of young people at the community center and that’s so cool, too! From this point forward, we spoke casually about other topics and said our goodbyes.
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    91 Kelsey Zerr Second RoundInterview- Kelsey Zerr: 1. Me: Hi Dana! It is good to see you again! 2. Dana: It’s good to see you too. 3. Me: Today I am going to start off by asking you questions about specifically about Bello Mundo. First of all, what is your favorite thing about Bello Mundo? 4. Dana: Their coffee. They make a very good latte. I think they make really good drinks and that is probably my favorite part. It is the coffee itself. 5. Me: Is there anything about the atmosphere that you really like a lot in Bello Mundo? 6. Dana: It is really quiet which can be really nice. That is probably my favorite part, that it is a lot quieter than a lot of other places. 7. Me: Is quiet an important factor in deciding to go to Bello Mundo? 8. Dana: It depends, if I am going on my own or going to do homework on my own then quiet is important to me. But if I want to go with someone and want to chat than I feel like I am disturbing the peace, so then I wouldn’t want it to be as quiet. It really all depends on what I am looking for. 9. Me: So you said you go to Bello Mundo for studying, do you have a favorite spot to study? 10. Dana: I like sitting in that back area that I think use to be where the dressing rooms in Wet Seal use to be. Because the bar area is nice but I like sitting in chairs that have a back on it so my back doesn’t hurt when I am studying. I am the type of person that generally likes to spread out all of my work when I am studying so I will generally take up a whole table. So it is nice that they have good size tables, even if they were meant for four people I will generally take up all of it. 11. Me: And when you go to Bello Mundo, do you normally take a friend? 12. Dana: Sometimes, if I am studying I generally don’t because I know I will talk to people. I have gone a few times with friends though and they always seem to like
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    92 it but atthe same time I think it comes down to at what level are we able to talk versus what level do we need to be quiet. 13. Me: Those few times you did end up going with a friend, did you end up ordering any food with your order? 14. Dana: No. I generally don’t order food when I go places unless I am looking for a meal because it is just my instinct to just get a coffee. If I am there a long time I might get food. If I am planning on being there for four hours I will get a snack at some point but other than that I usually will just get coffee. 15. Me: If there was a type of food that Bello Mundo could end up providing that they don’t already serve, is there anything that you would like to see them have? 16. Dana: A wider array of pastries would be nice. I am a huge fan of scones and things like that. So I think if they had more stuff like that go with coffee, not so much as salads and sandwiches and stuff like that because I think that is too much. But if they had a wider array of pastries I think I would be more inclined to get something. Because the times I have been in there, they have had like four or five choices but they are like small plates where there is only a couple of each and like a cookie or a plain croissant and I am not very inclined to waste calories on something like that. If I am going to have pastries I want them to be good. 17. Me: These pastries that you would order with your coffee, would you share them with a friend? 18. Dana: Maybe, I would be more inclined to eat it myself though. It depends on the size though, if it is a large pastry, I will share it if my friend and I decide to split one but we both could easily just get our own and that would be good enough. 19. Me: Aside from consuming food at a café what kinds of foods do you share with others? 20. Dana: I am not much of a sharer when it comes to food to be honest but food I go to eat with friends, I love getting acai bowls with people and I am up for any kind of food adventure. Like I just went and got Firestone with a friend and that was really fun, we didn’t share food, we each got our own things but we were each sharing in a sense. Even just going to get Jamba Juice or coffee or ice cream. I love ice cream so I am always up for ice cream or going to Doc Burnstein’s and getting ice cream even if it is so bad for you but it is so good.
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    93 21. Me: Wouldyou say sharing food fosters bonding? 22. Dana: I think so. For me I really enjoy food, not just eating it but like the concept of food, the type of food, I am very much a foodie. I think many of my favorite times have involved food at some point. The other day I went and got Buffalo Wild Wings with one of my friends and we ending up being there for four hours just talking. The food is good enough but it is not to say that I want to stay there four hours to eat it, we ate for maybe half an hour of that time. But I feel like food places are a good environment to be where you can just sit and talk with someone and four hours will go by and you will not even notice it. Me: Going back to Bello Mundo, how do you feel about there being to separate sections in the shop, one for technology and one for community? Dana: I don’t know how I feel about that. I feel like it makes sense logistically to have them separated but I kind of feel like it separates the students from the community because the community isn’t going to come into a coffee shop to study, they are maybe coming to hang out or spend time with a friend. But as a student even if I am not studying, I am always going to sit in the study section because what if I want to study at some point or I might just be sitting there because there are more people that are similar to me. Because when you do go to study in a coffee shop you have to be aware that there is not going to be complete silence, if you want complete silence, go to the library. That is something you have to except when you go into a coffee shop place to study, that there is not total silence and if that is something you need then go to the 5th floor of the Cal Poly library, it is perfect for that. It is scary quiet. 23. Me: What about Bello Mundo’s layout, such as the chairs, amount of space in the room, art, etc., everything concerning those aspects, do you not necessarily like? 24. Dana: I don’t like how few tables there are, I feel like the way it is set up is, like the amount of tables they have in comparison to the amount of space they have isn’t well designed. I think they could do a lot more with their space. I think they could get a lot more tables in, if you look at Kreuzberg, they have a ton of tables, almost too many but they are really utilizing their space. That is something I think Bello Mundo could do better. I do like however how their tables match and presents a very clean aesthetic. I don’t know if that is necessarily what they are going for but if that is what they are going for they are doing a great job but if that is not what they are going for that is what they have. Their art I could take it or leave it, it doesn’t make me want to buy the art there, it doesn’t make me extremely excited about it but I don’t dislike it, it is nice. It adds some color.
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    94 25. Me: Howwould you feel if Bello Mundo were to add couches, for example, to the space? 26. Dana: I think couches would be a great idea. Couches are super comfy. There is a lot of places they could put them that would be a very nice place to sit, you could chat, you could also work on a couch. Anything different from a standard chair is always welcome in my mind. 27. Me: When you make coffee at home, do you tend to drink it on the couch or what kind of areas are your favorite to consume your beverage in? 28. Dana: It really depends, today I drank my coffee on the run because I was running late for class. I honestly don’t use our living room very much so if I am drinking coffee in the morning I tend to sit at the counter or I am probably in my room or I am making coffee and I am bringing it places. I might be drinking it in class or on the way somewhere. But generally if I am drinking it at home it is mostly on the kitchen counter. 29. Me: Now going back to talking a little more about atmosphere, what would you say are the most important qualities that you look for in a café, say even when you are studying since that seems to be a big component of your coffee experience? 30. Dana: Outlets are number one. Because if there aren’t a lot of outlets and my computer dies or something like that or even if I don’t necessarily think that I am going to need an outlet just the idea that one is there if I need it is really helpful. My computer has the worst battery life, it dies every like two hours which is really annoying. Other than that I think that enough tables, enough space like I can make do with any size table but if there isn’t a table than there is only so much. 31. Me: Going back to the outlets just to clarify, you like a large number of outlets available then? 32. Dana: Yes. 33. Me: How do you think the outlets should be placed, would you say it would be helpful to place outlets by all of the tables not necessarily just in the study area? 34. Dana: I think they should have them by all of the tables not just the electronic area because your phone is still going to need to be charged and there are going to be days like finals week and people are not going to pay attention that oh this is the no laptop zone. They are going to pay attention to the fact that they have three finals the next day and they can’t find any places to study. I think it helpful to just have enough outlets throughout because some people have really long extension cords, they could plug in their computer in the no electronics area and be sitting in the study area and just have a cord going between them. 35. Me: Does the type of music that the café is playing effect your experience at all?
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    95 36. Dana: Ifit is good music it is beneficial. For me at least, I like something that is more on the, like there is a café type of music, there is a type out there. There is that kind of guitar music, not really pop-y kind of music, not like Bruno Mars music, maybe you might here some Adele, more like things like Jack Johnson and Ed Sheeran. They are kind of like the softer music because I feel like if it is not soft music then you are just trying to hard to be a super energetic environment when I don’t think coffee shops are energetic environments. They are more like a place to relax or get work done, you are not looking to rage when you go to a coffee shop. No one goes to a coffee shop for a disco. 37. Me: When you go to a coffee shop do you usually order to go or do you dine in? 38. Dana: If I am going I usually dine in because they do cute designs in the drink that is in a cute cup. 39. Me: What are the relaxation elements that draw you to a café? 40. Dana: I would say the way it looks, I have always loved coffee in coffee shops so if the place just looks inviting, the people there seem to be having a good time. Like if everyone there is frowning, I am just going to get bad vibes from it. Even if I am just going there to be serious and get work done I am going to get bad vibes from all of the upset people. Maybe things are taking too long or maybe the coffee is not very good and I would then chose to go somewhere where I know I personally have had a good time or if I am trying new places where it seems to be busy but not like so busy that I am going to be standing around for twenty minutes trying to get my coffee. 41. Me: Can you describe to me the type of customer service that you have received from Bello Mundo? 42. Dana: It’s been pretty nice. I feel like a few times that I have been there they have been nice. Like I have never had any bad experiences, I have had some indifferent experiences though where it felt like the barista really didn’t want to be there. Either that or they just didn’t have a lot of energy, they were like ehh. I generally will say “hi” and try to make conversation but it all depends on how I am if I am having a shitty day then I just want my coffee and I won’t talk to anyone but if I am having a decent day then I am like ok “how are you doing?”, “what’s going on?” etc, etc and sometimes I get people who are fine to chat for a minute, then you have other people that are like ok “what would you like?”, “oh I will have a latte”, “ok, what type of milk?”, “can I have soymilk”, “it will be $5” and then they take my card. Some of them just have a monotone voice which comes off as bad, it is like ok cool do you appreciate my business or not? Because if you don’t I can go somewhere else that can make lattes just as good. 43. Me: Thank you! This interview has been very informative and thank you for telling me a bit more about your experience at Bello Mundo. I hope you have a great day!
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    96 44. Dana: Youas well! Appendix C: Questionnaire Bello Mundo Café Survey Today we will be gathering your thoughts and opinions in order to better serve you in the future at Bello Mundo Cafe in San Luis Obispo. This survey should only take around 5 minutes to complete. All of the answers you provide will be kept anonymous. 1. How often do you go to a cafe? m Multiple times a day m Everyday m 5 or more times a week m 3-4 times a week m 1-2 times a week 2. On a scale of 1 to 7, 1 meaning not important and 7 meaning very important, how important are the following qualities in a coffee shop to you? 1 2 3 4 5 6 7 Quiet Environment m m m m m m m Decor m m m m m m m Spacious m m m m m m m Outlets near seating m m m m m m m Many seats available m m m m m m m
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    97 Now we aregoing to ask you a few questions about your experience specifically at Bello Mundo Cafe. 3. On a scale of 1 to 7, 1 meaning very unlikely and 7 meaning very likely, how likely are you to order these items from a cafe? 1 2 3 4 5 6 7 Sandwich m m m m m m m Pastry m m m m m m m Salad m m m m m m m Dessert m m m m m m m Fruit m m m m m m m Parfait m m m m m m m 4. Based on your last visit to Bello Mundo, on a scale of 1 to 7, 1 meaning very dissatisfied and 7 meaning very satisfied, please rate your overall satisfaction with each. 1 2 3 4 5 6 7 Food selection m m m m m m m High quality of beverages m m m m m m m Price of beverages m m m m m m m Price of food m m m m m m m Availability of seating m m m m m m m Overall Experience m m m m m m m
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    98 5. Do youassociate the name "Bello Mundo" with a specific country? m Italy m Spain m France m Portugal m Brazil m I do not associate the name with a specific country. 6. Please rate from 1 to 7, 1 meaning strongly disagree and 7 meaning strongly agree, how much you agree with the following statements: 1 2 3 4 5 6 7 I feel that Bello Mundo is like a "home away from home." m m m m m m m Bello Mundo serves the best coffee I've ever had. m m m m m m m Coffee brings happiness to my life. m m m m m m m Coffee brings the community together. m m m m m m m Now that I've tried specialty coffee, I can't go back to regular coffee. m m m m m m m
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    99 Use these photosbelow as a reference for question 7. 7. On a scale of 1 to 7, 1 meaning strongly disagree and 7 meaning strongly agree, please rate the following statements: 1 2 3 4 5 6 7 I prefer seating areas that resemble picture A. m m m m m m m I prefer seating areas that resemble picture B. m m m m m m m I prefer seating areas that resemble picture C. m m m m m m m A B C
  • 100.
    100 Besides your satisfactionat Bello Mundo, our team is invested in knowing more about you. The following questions will help us better understand who you are. 8. On a scale of 1 to 7, 1 meaning you never use that form of social media and 7 meaning you use it constantly, rank the following social media sites: 1 2 3 4 5 6 7 Instagram m m m m m m m Facebook m m m m m m m Twitter m m m m m m m Pinterest m m m m m m m Tumblr m m m m m m m 9. What gender do you identify with? m Male m Female m Other 10. What age group do you fall under? m Under 18 years m 18 to 24 years m 25 to 34 years m 35 to 44 years m 45 to 54 years m 55 to 64 years m Age 65 or older Thank you for taking the time to fill out this important survey measuring customer satisfaction. We really value your input!
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    106 7. References Bloch, Hayley."Statistics and Facts on the Coffeehouse Industry." Statista, n.d. Web. 15 Jan. 2016. "Coffee Consumption Trends." National Coffee Association USA. National Coffee Association of U.S.A., Inc., n.d. Web. 22 Jan. 2016. "Community." Bello Mundo Cafe. N.p., n.d. Web. 22 Jan. 2016. Holmes, H. "Coffee Shop." SBDCNet. SBDCNet News Magazine, n.d. Web. 22 Jan. 2016. "Home." Sally Loo's Wholesome Cafe. Sally Loo's Wholesome Cafe, n.d. Web. 22 Jan. 2016. "How to Engage Millennials in Customer Insight and Marketing." Vision Critical. Vision Critical Communications Inc., 12 Mar. 2014. Web. 22 Jan. 2016. "Intelligentsia Coffee." Intelligentsia Coffee. N.p., n.d. Web. 22 Jan. 2016. Lazazzera, Richard. "Make, Manufacture, Wholesale or Dropship: The Pros and Cons of Each Model – Shopify." Shopify's Ecommerce Blog. N.p., 2014. Web. 20 Jan. 2016. Mack, Stan. "Selling to Wholesalers." Small Business. N.p., n.d. Web. 22 Jan. 2016.
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    107 "Our Values andMission." Whole Foods Market. Whole Foods Market, n.d. Web. 22 Jan. 2016. Parkinson, Pat. "22 Young Influencers Reveal the Secret to Marketing to Millennials." Post Planner. Post Planner, Inc., n.d. Web. 22 Jan. 2016. Pennington, April Y. "Specialty Coffee Market Getting Hotter." Msnbc.com. N.p., 09 Aug. 2005. Web. 19 Jan. 2016. Redmond, Jodee. "Disadvantages of Viral Marketing." LoveToKnow. N.p., n.d. Web. 22 Jan. 2016. "Starbucks Prices." Fast Food Menu Prices. N.p., n.d. Web. 21 Jan. 2016. VanAuken, Brad. "The Risk Of Brand Identity Change | Branding Strategy Insider." Branding Strategy Insider The Risk Of Brand Identity Change Comments. N.p., 10 Jan. 2012. Web. 19 Jan. 2016. Questionnaire Data 1. How often do you go to a cafe? # Answer Bar Response % 1 Multiple times a day 0.048 3 5% 2 Everyday 0.064 4 6% 3 5 or more times a week 0.08 5 8% 4 3-4 times a week 0.32 20 32% 5 1-2 times a week 0.48 30 48% Total 62 100% 2. On a scale of 1 to 7, 1 meaning not important and 7 meaning very important, how important are the following qualities in a coffee shop to you? # Question 1 2 3 4 5 6 7 Total Responses Mean 1 Quiet environment 1 8 4 8 14 9 18 62 5.02 2 Decor 3 3 5 14 17 15 5 62 4.68 3 Spacious 0 0 2 8 22 16 14 62 5.52 4 Outlets near seating 4 3 5 10 7 7 26 62 5.23 5 Numerous tables/seats available 0 0 0 6 10 16 30 62 6.13
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    108 3. On ascale of 1 to 7, 1 meaning very unlikely and 7 meaning very likely, how likely are you to order these items from a cafe? # Question 1 2 3 4 5 6 7 Total Responses Mean 1 Sandwich 11 4 2 17 10 8 10 62 4.21 2 Pastry 6 6 7 7 11 7 18 62 4.68 3 Salad 15 6 9 13 6 3 10 62 3.61 4 Dessert 6 6 6 10 6 12 15 61 4.64 5 Fruit 13 3 9 9 11 4 13 62 4.06 6 Parfait 11 7 10 8 6 7 13 62 4.03 4. Do you associate the name "Bello Mundo" with a specific country? # Answer Bar Response % 1 Italy 0.4 24 40% 2 Spain 0.18 11 18% 3 France 0 0 0% 4 Portugal 0 0 0% 5 Brazil 0 0 0% 6 I do not associate the name with a specific country. 0.42 25 42% Total 60 100% 5. Based on your last visit to Bello Mundo, on a scale of 1 to 7, 1 meaning very dissatisfied and 7 meaning very satisfied, please rate your overall satisfaction with each. # Question 1 2 3 4 5 6 7 Total Responses Mean 1 Food selection 1 8 8 18 5 7 12 59 4.47 2 High quality of beverages 0 2 0 2 5 21 31 61 6.23 3 Price of beverages 0 2 8 7 16 17 11 61 5.16 4 Price of food 1 2 13 8 11 14 10 59 4.83 5 Availability of seating 0 2 4 6 20 14 14 60 5.37 6 Overall Experience 0 0 2 1 15 24 18 60 5.92 6. On a scale of 1 to 7, 1 meaning you never use that form of social media and 7 meaning you use it constantly, rank the following social media sites: # Question 1 2 3 4 5 6 7 Total Responses Mean 1 Instagram 8 2 1 4 6 15 26 62 5.37 2 Facebook 1 2 3 5 13 15 23 62 5.65 3 Twitter 37 4 3 6 0 5 6 61 2.46 4 Pinterest 19 6 7 12 10 1 7 62 3.31 5 Tumblr 47 3 0 5 3 2 2 62 1.84
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    109 7. Please ratefrom 1 to 7, 7 meaning strongly agree and 1 meaning strongly disagree, how much you agree with the following statements: # Question 1 2 3 4 5 6 7 Total Mean 1 I feel that Bello Mundo is like a "home away from home." 3 7 5 1 7 1 1 3 16 62 4.6 2 Bello Mundo serves the best coffee I've ever had. 2 1 4 1 4 1 5 1 2 14 62 5.11 3 Coffee brings happiness to my life. 0 3 8 6 8 1 3 24 62 5.48 4 Coffee brings the community together. 0 0 3 9 1 3 1 6 21 62 5.69 5 Now that I've tried specialty coffee, I can't go back to regular coffee. 4 3 6 1 1 1 2 1 0 16 62 4.9 8. On a scale of 1 to 7, 1 meaning strongly disagree and 7 meaning strongly agree, please rate the following statements: # Question 1 2 3 4 5 6 7 Total Mean 1 I prefer seating areas that resemble picture A. 2 2 5 12 10 14 15 60 5.13 2 I prefer seating areas that resemble picture B. 4 4 4 11 12 14 11 60 4.82 3 I prefer seating areas that resemble picture C 6 8 8 14 7 6 11 60 4.17 9. What gender do you identify with? # Answer Bar Response % 1 Male 0.34 21 34% 2 Female 0.66 41 66% 3 Other 0 0 0% Total 62 100% 10. What age group do you fall under? # Answer Bar Response % 1 Under 18 years 0.016 1 2% 2 18 to 24 years 0.53 33 53% 3 25 to 34 years 0.225 14 23% 4 35 to 44 years 0.096 6 10% 5 45 to 54 years 0.064 4 6% 6 55 to 64 years 0.032 2 3% 7 Age 65 or older 0.032 2 3% Total 62 100%