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- 1. Welcome to: Kind Cafe Anisa Asanarong Kaylee Chang Scarlenth Chiquito Olivia Staszewski Tommy Wangemann
- 2. Table of Contents 01 BRAND OVERVIEW 02 BRAND ANALYSIS 03 BRAND EXPLORATORY 04 CONCLUSION
- 3. Part One: Kind Cafe Brand Overview
- 4. Founded by Francois Reihani in 2019 in Downtown Dallas, Texas Founded in unison with his non- profit called the “We Are One” Project In less than 4 years, La La Land has opened 10 locations across Texas and California Company Background
- 5. Company Mission "Be Kind." Functional, yet, kind business model Positive messaging Help teens in the foster system
- 6. Brand Elements Color - Yellow Logo - La La Land Slogan - "Be Kind" Brand Associations - Kindness, trendy, all-organic menu
- 7. Part two: Kind Cafe Brand Analysis
- 8. Industry CATEGORY SIZE Large, Yet Growing Nationwide and Local Establishments DISTRIBUTIONS Brick-and-Mortar Coffee Shops Online Orders Merchandise Sold Mostly Online but Also in Stores HOSPITALITY "Specialty Eatery" Tea Coffee Pastries Small Eats Specialized Products
- 9. Product Category TYPICAL PRODUCTS AT COFFEE SHOPS Expresso drinks, lattes, cappucinos Cold drinks: iced coffee, iced tea Food: sandwiches, fruit, etc Pastries/baked goods Bagged coffee/whole beans/ground coffee LSR COFFEE/BAKERY CATEGORY 68% of Americans make coffee at home every day 32% of consumers purchase coffee from a coffee shop 1 to 3 days a week
- 10. Products Sold NEW SEASONAL MENU ITEMS: La La Birthday Cake Latte Birthday Cruffin Peppermint Mocha Latte Hazelnut Latte S’mores Latte La La Butterfly Cup La La Phone Case La La Coffee Candle La La Winter Collection NEW MERCHANDISE
- 11. Starbucks Market Share: 21.83% Advantages Niche Attractive to trendsetters Shiny and new Disadvantages Much smaller market share Fewer locations and recognition Same customer segment McCafe Market Share: 11.94% Advantages Better product quality Better aesthetics Different customer segment Disadvantages Much smaller market share Fewer locations and recognition Not part of a larger company Dunkin' Market Share: 16.09% Advantages Better product quality Better image Different customer segment Disadvantages Much smaller market share Fewer locations Less brand recognition Major Competitors
- 12. Consumer Profile TARGET MARKET Majority Female Middle-to-Upper Class Primarily Ages 18-27 Also a Focus on 28-40 LOCATIONS Located in Texas or California Houston, Los Angeles, DFW Area USER PROFILE Financially Comfortable Value Quality and Product Aesthetics Ideologically Aligns with La La Land's Messages BRAND LOYALTY Likely will continue to buy products from La La Land, just not exclusively
- 13. Giveaways Collaboration Contest free sample RS Promotions
- 14. Competitor Promotions DUNKIN' Reward System App Coupons Deals Samples Sweepstakes McCAFE Reward System App Coupons Deals Samples Sweepstakes Contest STARBUCKS Reward System Online Coupons Deals (members) Samples Sweepstakes Contest
- 15. Advertising/Communications NEWS POP-UPS SOCIAL MEDIA News articles, interviews, guest appearances Collaborate with influencers & companies with the cafe as a venue La La Land Kind Cafe is the most followed company on Tiktok
- 16. Part three: Kind Cafe Brand Exploratory
- 17. Competitor spending: Starbucks: $416.7 million in 2022 McCafe: $398.3 million in 2022 Dutch Bros: 4% of total revenue in 2020 Media Spending Branding and photography is done by freelancers
- 18. Content Marketing Social Marketing Ecommerce Digital Channels
- 19. Instagram Twitter Tik Tok Facebook 9.8 likes 10k followers 248 post 236k followers 0 post 407 followers 112.4M likes 6.5M followers Social Media
- 20. Research INTERVIEWS "La La Land is a cafe that specializes in matcha with an emphasis on customer service. It's somewhere I would go for a treat, but not regularly." "The brand image saves them, they are not more unique, and they are expensive but the staff is kind. " "My first impression is how bright and yellow it was!" SURVEY Valued as about the same to other competitors (Starbucks, Dunkin') Mostly known through word of mouth, friend recommendation Trendy place, but overpriced
- 22. Recomendations IMPROVE MOBILE APP INCREASE PROMOTIONS CONTINUE SOCIAL MEDIA USAGE