Mario Tramontano
Unit 22 Assignment 2
P2
In this report, I am going to carry out secondary research for a mobile coffee stand to find out who is the
competition, how big is the coffee shop market, who are the target market for the mobile coffee stand,
and what products are coffee shops in the market selling. I want to find out this information by
researching the internet, Mintel reports, Newspapers, and magazines by Friday 26 February. I will need a
budget to acquire Mintel reports, Newspapers, and Magazines, whereas I will need no money to search
the internet. Looking at Mintel reports, I can see that the minimum cost related to what I am searching for
(mobile coffee stands in the UK) is about £2000, which is quite some money, but it will give me a wide
knowledge on the market. UK Coffee Shops Industry Report (Updated 2020) (mintel.com). For this report, I
will need both quantitative such as charts and statistics, and qualitative data such as written reports,
newspapers, and magazines.
increase sales through new and existing customers.
There is an incredible variety of coffee shops in the market, which means that each will sell different
things to differentiate from the market and offer a unique selling point. Nowadays coffee shops, which
include mobile coffee stands and chains, will not propose only coffee so that customers will have a wide
choice. Such drinks include Regular Americano, Cappuccino, Café latte, Espresso, Mocha, Latte
macchiato, Frappe, Iced tea, Hot chocolate, Fresh juice. Some shops will offer food as well, such as soups,
salads, breakfast items like waffles and pancakes, pastries and desserts like muffins and brownies. What
Food Should be Offered at a Cafe? (tigerchef.com).
,The coffee shop market was worth £10.1 billion in 2018, according to • UK coffee shop market value 2020
| Statista, which makes it pretty big, with thousands of shops all over the UK. The major competition for a
coffee stand would be represented by big chains such as Costa, Starbucks, and Caffe Nero, respectively
with 2655 shops, 992 shops, and 683 shops, with Starbucks being the only non-British company of the
three. This means that Costa, Starbucks, and Caffe Nero have together 53% market share, which makes it
quite difficult for a new coffee shop to enter the market. How And What. Looking locally at St. Albans and
more precisely at St. Peters street which is the place where I want to locate my mobile coffee stand, we
can see that Costa Coffee has already 2 outlets there, in and near the Maltings.
, Caffe Nero on the other hand has got only 1 shop in St. peters street.
And Finally, Starbucks has also got one shop in St. Peters street.
Also, there are other shops in St. Peters street which offer coffee, however they offer products for a
different target market. These are Pret a Manger which offer a variety of Healthy food, and Waterstones,
which despite being a bookstore has got a quite rich coffee shop at the second floor, but it is designed
specifically for people who want to enjoy a coffee while deciding which book to buy.
Even though the market is quite full of coffee shops in St. Peters street, there is no mobile coffee stand in
the zone, which will have a different target market compared to classic coffee shops. This is because people
might like coffee shops for the comfort they offer. Many people like coffee shops as they have time to sit
and maybe work on their computer while enjoying a hot or cold drink. On the other hand, my mobile coffee
, stand will target people who might be in a hurry for work, or who might prefer it as there is a closer
contact with the staff.
looking at this Mintel report from 2017, I found out that my mobile coffee stand is likely to see sales
coming from young millennials who are between 18-27 years old and parents of under 16 years old.
https://store.mintel.com/report/coffee-shops-uk-december-2017?
_ga=2.83318614.1394967314.1611673092- 1134764369.1610026925
looking at another report from 2018, I found out that a certain section of the market wants
good quality product, and they want to customize their own coffee, which means that they
might want a double shot, soy milk, or caramel sauce in it, so it might be a good idea to have a
wide range of flavours available in order to attract more customers and differentiate from other
stands. This mintel report also shows that customers care about the environment and want
mobile coffee shops to be sustainable and to support causes. This means that I will need to
avoid plastic cups and choose instead biodegradable materials like cardboard. Also, I might
give a little part of my revenue to charity organisations to show customers that I embrace good
causes, so that I will increase sales. Or I might put a basket for offers on top of the shelf for
anyone who wants to make a donation.
Unit 22 Assignment 2
P2
In this report, I am going to carry out secondary research for a mobile coffee stand to find out who is the
competition, how big is the coffee shop market, who are the target market for the mobile coffee stand,
and what products are coffee shops in the market selling. I want to find out this information by
researching the internet, Mintel reports, Newspapers, and magazines by Friday 26 February. I will need a
budget to acquire Mintel reports, Newspapers, and Magazines, whereas I will need no money to search
the internet. Looking at Mintel reports, I can see that the minimum cost related to what I am searching for
(mobile coffee stands in the UK) is about £2000, which is quite some money, but it will give me a wide
knowledge on the market. UK Coffee Shops Industry Report (Updated 2020) (mintel.com). For this report, I
will need both quantitative such as charts and statistics, and qualitative data such as written reports,
newspapers, and magazines.
increase sales through new and existing customers.
There is an incredible variety of coffee shops in the market, which means that each will sell different
things to differentiate from the market and offer a unique selling point. Nowadays coffee shops, which
include mobile coffee stands and chains, will not propose only coffee so that customers will have a wide
choice. Such drinks include Regular Americano, Cappuccino, Café latte, Espresso, Mocha, Latte
macchiato, Frappe, Iced tea, Hot chocolate, Fresh juice. Some shops will offer food as well, such as soups,
salads, breakfast items like waffles and pancakes, pastries and desserts like muffins and brownies. What
Food Should be Offered at a Cafe? (tigerchef.com).
,The coffee shop market was worth £10.1 billion in 2018, according to • UK coffee shop market value 2020
| Statista, which makes it pretty big, with thousands of shops all over the UK. The major competition for a
coffee stand would be represented by big chains such as Costa, Starbucks, and Caffe Nero, respectively
with 2655 shops, 992 shops, and 683 shops, with Starbucks being the only non-British company of the
three. This means that Costa, Starbucks, and Caffe Nero have together 53% market share, which makes it
quite difficult for a new coffee shop to enter the market. How And What. Looking locally at St. Albans and
more precisely at St. Peters street which is the place where I want to locate my mobile coffee stand, we
can see that Costa Coffee has already 2 outlets there, in and near the Maltings.
, Caffe Nero on the other hand has got only 1 shop in St. peters street.
And Finally, Starbucks has also got one shop in St. Peters street.
Also, there are other shops in St. Peters street which offer coffee, however they offer products for a
different target market. These are Pret a Manger which offer a variety of Healthy food, and Waterstones,
which despite being a bookstore has got a quite rich coffee shop at the second floor, but it is designed
specifically for people who want to enjoy a coffee while deciding which book to buy.
Even though the market is quite full of coffee shops in St. Peters street, there is no mobile coffee stand in
the zone, which will have a different target market compared to classic coffee shops. This is because people
might like coffee shops for the comfort they offer. Many people like coffee shops as they have time to sit
and maybe work on their computer while enjoying a hot or cold drink. On the other hand, my mobile coffee
, stand will target people who might be in a hurry for work, or who might prefer it as there is a closer
contact with the staff.
looking at this Mintel report from 2017, I found out that my mobile coffee stand is likely to see sales
coming from young millennials who are between 18-27 years old and parents of under 16 years old.
https://store.mintel.com/report/coffee-shops-uk-december-2017?
_ga=2.83318614.1394967314.1611673092- 1134764369.1610026925
looking at another report from 2018, I found out that a certain section of the market wants
good quality product, and they want to customize their own coffee, which means that they
might want a double shot, soy milk, or caramel sauce in it, so it might be a good idea to have a
wide range of flavours available in order to attract more customers and differentiate from other
stands. This mintel report also shows that customers care about the environment and want
mobile coffee shops to be sustainable and to support causes. This means that I will need to
avoid plastic cups and choose instead biodegradable materials like cardboard. Also, I might
give a little part of my revenue to charity organisations to show customers that I embrace good
causes, so that I will increase sales. Or I might put a basket for offers on top of the shelf for
anyone who wants to make a donation.
