U Belt’s Grinder Cafe in España, Sampaloc, Manila

Abstract

The coffee industry is one of the most popular businesses right now in the country, offering different kinds of coffee beverages. Coffee is a partner of every employee, student, and other people while doing their assignments, projects, etc. As such, U Belt’s Grinder Cafe is a coffee shop that offers healthier coffee products that give more benefits to the body. The primary target market includes, but is not limited to, university students, employees on the near establishment, residents around to the area, and the people wandering and commuting around the area. The researchers conducted a field survey in Loyola St. España, Metro Manila. They gathered information from among 50 random respondents to help in making adjustments on the product, pricing, place, and promotion of the proposed business. Due to researchers’ confidence in innovative products and offering affordable prices, the researchers created different sets of survey questions that include the demographical profile of the respondents. According to the results of the survey, 54% of the respondents were aged18–23 years old. Most of the respondents were students. A total of 58% showed that most coffee drinkers were males, and 78% were single people. The majority of the students have a weekly budget for their school allowance between P650 and P900. Given that the business location is close to the university belt, the area is surrounded mostly by students. In the same way, only 30% of the respondents were employees. A total of 70% of the respondents go to a coffee shop to relieve stress and to take a break. Alongside coffee, the respondents prefer to have a cake. A total of 52% of the respondents were looking for the taste, followed by the service, ambiance, and hygiene. Meanwhile, the respondents prefer a price between P50 to P80 pesos as affordable, commensurate on a small cup during breakfast time. In the marketing aspect, 44% of the respondents prefer a T-shirt as a souvenir from the coffee shop. U Belt's Grinder Cafe is a new business in the market which offers and sells a different variety of coffee and desserts along the university belt. The researchers decided to have a menu with hot, cold, frappe, and milk tea coffee products along with some desserts such as cherry pinwheels, mango cheesecake, and bunny mocha. U Belt’s Grinder Cafe’s target market includes, but is not limited to, students, commuters around the area, and employees. U Belt’s Grinder Cafe will offer its customers the best-tasting beverages. U Belts Grinder Cafe will no doubt achieve its mission, mission, goals, and objectives.