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Welcome to:
Kind Cafe
Anisa Asanarong
Kaylee Chang
Scarlenth Chiquito
Olivia Staszewski
Tommy Wangemann
Table of Contents
01 BRAND OVERVIEW
02 BRAND ANALYSIS
03 BRAND EXPLORATORY
04 CONCLUSION
Part One:
Kind Cafe
Brand Overview
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
Company Mission
"Be Kind."
Functional, yet, kind
business model
Positive messaging
Help teens in the foster
system
Brand
Elements
Color - Yellow
Logo - La La Land
Slogan - "Be Kind"
Brand Associations - Kindness,
trendy, all-organic menu
Part two:
Kind Cafe
Brand Analysis
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
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
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
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
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
Giveaways Collaboration Contest free sample
RS
Promotions
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
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
Part three:
Kind Cafe
Brand Exploratory
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
Content Marketing Social Marketing Ecommerce
Digital Channels
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
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
Part Four:
Kind Cafe
Conclusion
Recomendations
IMPROVE MOBILE APP
INCREASE PROMOTIONS
CONTINUE SOCIAL MEDIA
USAGE
Questions?
Thank you.

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Portfolio slide deck example number one.pdf

  • 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
  • 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
  • 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
  • 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