Key Success Factors for Small-Scale Café Bar & Gastronomy Businesses Operating in Urban Cities
This thesis presents a comprehensive understanding of potential key success factors including strategic implications for a small-scale café bar in Zurich.
Chiara Walliser, 2023
Bachelor Thesis, Elap Communication GmbH
Betreuende Dozierende: Andreas Lucco
Keywords: Success Factors, Unique Selling Proposition, Brand Identity, Positioning
Lo Spaccio has been running since 2020 and has faced several challenges, such as the COVID-19 pandemic, which made it hard to create a lucrative business. Thus, the primary objective was to find measures to make Lo Spaccio profitable during the next six to twelve months, determine how the café bar is currently operating and what should be improved immediately, strengthen customer retention, and create a unique selling proposition.
A literature review provided the theoretical groundwork of the Swiss gastronomy sector in general. An internal analysis of Lo Spaccio conducted hard facts, the core processes and main activities of the café bar, soft values, and financial key figures to analyze the current status. The information was gathered through meetings with employees and the owners, onsight observations, and financial statements. An external analysis provided an overview on existing competitors inlcuding interviews with six experts and an online survey outlined the current customer base of Lo Spaccio.
Lo Spaccio is an ongoing concern with a loss that can be afforded at the moment but, of course, needs to be improved to make it a lucrative business. So to speak, a rough diamond with great possibilities, a stable brand, an exciting location, and great opportunities. The potential is not fully exploited, so the question has arisen of how the potential of the café bar can be exploited to make something out of it with less effort. The overall turnover has improved enormously over the years analyzed and should continue to increase in the following years. As the café bar does not have a sophisticated unique selling proposition, it is difficult to stand out from the crowd. The area is characterized by a large number of competitors, which can be seen as competition, but serve as an incentive. In addition, the location also has a large customer flow, which can be used positively. The biggest profit driver is the product coffee, in which costs are really low and revenue high. Finally, Lo Spaccio should try to focus first on cost-reducing and revenue-maximizing implications in order to strengthen the current core business. Later, the impact on future development will be crucial.
Studiengang: Business Administration International Management (Bachelor)
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