Mystery Shopping:

Coffee Stores

BY-

JASHON YAMNAM

KANU PRIYA SINGH

KRITIKA JINDAL

KUNAL SURVE

MANAN SETH

MANAS RANJAN TRIPATHY

Mystery shopping

Mystery Shopping is the use of anonymous shoppers to evaluate

particular store(s) on certain criteria like store environment, employee service, inventory management, product quality, etc.

Why use it?

Provides unbiased opinion on evaluation criteria

Tells Company where a particular store(s) lacks in and excels in

Gives an actual idea about what the real customer experience is

compared to what the company's service beliefs are

Gives areas of improvements for the company

It is easier and cheaper to retain a customer by improving service than to get a new one

Steps involved

Step 1: Assign Goals

Step 2: Create Questionnaire

Step 3: Assign Schedule for Shoppers

Step 4: Data Collection

Step 5: Data Analysis

Step 6: Generating Report/ Data Interpretation

Scenario City: Dehradun

Chosen Segment: Coffee Store

Store Chosen:

Café Coffee Day

Chakrata Road

Competitor:

Barista Lavazza

Rajpur Road

1. Setting Goals

Evaluate Strength, Weakness, Opportunity and Threat for each

Company based on factors like:

Store environment (Both Inside and Outside)

Product Quality

Service Provided by Company

Promotion Techniques

Operations taking place in store

Find out areas where company excels and lacks

How to bring about improvements

2. Create QuestionnaireQuestionnaire Covers the following criteria:

Telephonic Evaluation- Response Time, Speech Clarity and Courtesy,

Accuracy of Directions, etc.

Evaluation of Stores Exterior- Stores Signage, Parking Space, Surrounding

Cleanliness, Approach Road, Entrance to Store, etc.

Evaluation of Stores Interior- Stores Ambience, Layout, Menu, People

Friendliness, Hygiene, Environment, Entertainment, etc.

Item/Product Evaluation- Stock Availability, Enhancements, Additives,

Presentation, Freshness, Quality, Taste, etc.

Employee Evaluation- Behavior of Staff, Conversation Skills, Suggestions,

Knowledge, Service, Skills, etc.

Miscellaneous- Coupons, Promotions

Customers Details- Age Group, Number of Customers, etc.

3. Assign Schedule for Shoppers Group is Divided into teams of 2

Team 1: Jashon, Kanu, Kritika

Team 2: Kunal, Manan, Manas

6th September, 2014

Phone call is made for directions to both Stores

Team 1 goes to Barista Lavazza

Team 2 goes to Café Coffee Day

7th September, 2014

Team 1 goes to Café Coffee Day

Team 2 goes to Barista Lavazza

4. Data Collection

Stores visited as per schedule

Some photos taken discreetly

Food is ordered

Billing and service is closely watched

While waiting for food, staff behavior is monitored

Staff asked for restroom

Presentation of food is seen

Food is tasted

After having food, surrounding of Café is seen

• Presentation of

food is great

• Surrounding Area is not

Clean

• Not a Good Sight to see

while sitting outside

• Tables to sit outside a

nice addition

• Parking Space Available

• Open Transformer Wires

• Paint is Damaged inside

• Presentation is not

upto mark

• Muffins are Hard

• Ample Space

• Low Lighting

• Library Closed

5. Data Analysis

Telephonic Evaluation Comparison

Fast Response Time Fast

Clear Conversation Not Clear (Low Voice)

Adequate Knowledge Level Adequate

Accurate Directions Just Good Enough

5. Data Analysis

Stores Exterior Comparison

Bright, Visible, No

Address

Signage Bright, Visible, No

Address

Conveniently Placed,

Multiple Signs

Sign Location Cannot be Seen Until

Close to Store

Good from Front,

Building Dirty on Side

Appearance Good but Cramped in

Between Stores

Available Parking Available

Not very Clean Cleanliness/Hygiene Very Clean

Access is Good Access to Store Good Access for

Location

5. Data AnalysisStore Interior Comparison

Welcoming Environment Hot, Dull

Bit Cramped Layout Very Good

Accurate, Good

Variety

Menu Accurate, Nice Variety

Nice Lighting Lighting Dull Lighting

Good Music Entertainment Not Good Choice of

Music

Lounge Available Privacy Not good for Private

Meeting

Available Restroom Non Functional

5. Data Analysis

Item/ Product Comparison

Most Items Available Availability Most Items Available

Available Enhancement Items Available

Very Good Quality Good except Muffin

Available Additives Available

Clean Cleanliness of Plates

and Cups

Clean

High Cost High

5. Data Analysis

Employee Comparision

Good Behavior Good

Good Speaking Skills Good

Somewhat Helpful Nature Not Very Helpful

Absent Probing Absent

Good Suggestions Not so Good

Fast Order Fast

Too High Staff Interaction Very Less

Good Skills Not too Good

Good Service Time Good

Menu Rates not

Inclusive of Tax

Billing Accurate but Ink not

Clear

5. Data Analysis

Miscellaneous

Used Easily but with

Terms and Conditions

Coupons NA

Other Company Ads Promotional Activity NA

20-25 Number of Customers 7-8

20-25 Majority Age Group 30-35

Young Groups and

Couples

Majority Group Type Married Couples

6. Data Interpretation

(SWOT Analysis) Strengths:

Skilled Staff with Good Communication Skills

Conveniently Placed Bright Sign Board

Good Access to Store

Parking Space

Welcoming Environment

Good Lighting and temperature

Private Lounge

Good Music

Wide range of Good Quality Food

Youth Oriented as can be seen from Customers

6. Data Interpretation

(SWOT Analysis)

Weaknesses:

Not very Clean Outside

Cramped Layout

Staff are too talkative

Promotions of Other Company

Opportunities:

If Surrounding Area is Clean, Seats outside will be

filled

Probing may Increase Orders and Improve

Service

Menu could be written Inclusive of TaxesThreats:

Other major outlets like Barista

Local Cheap alternatives

Strengths:

Bright Sign Board

Good Location of Store

Parking Space

Wide range of Good Quality Food

Clean both inside and outside

Layout is very Good

Food is Good

Weaknesses:

Employees Communication Skills

Staff are not very Skilled

No functional RestroomLocation of Sign Board

Store Lighting and Temperature

Food is sometimes not fresh

Paint is Falling off

Suggestions are not very good

Presentation of food is not good

Opportunities:

Open Library and Repair Restroom

Probing may Increase Orders and Improve Service

Put Additional Signboards

Turn up AC

Put new lights

Paint interior

Higher more skilled staff

Create Private Cabins

Threats:

Other major outlets like Barista

Local Cheap alternatives

Conclusions Based upon our observations Café Coffee Day was the better Coffee

Store

This was evident from the number of customers seen

Both Companies have their own strengths, weaknesses and

opportunities

If they can work on their weakness and utilize their opportunities, both

can improve their profits

Both companies should improve their service in order to justify their

prices and keep local competitors at bay