Business objectives

The primary objectives of the business plan for coffee are as follows:

• Achieve revenues of £ 1,500,000 for the first year, increase revenues by 5% in year 2 and 10% by year 3

• Achieve a profit margin of 47% in year 1 and 46% by year 3

• Be the Favorite Coffee shop in the area and the recipient of the Best Coffee Shop Award

Keys to success

La Caffe ~ ria stands out from the competition. Below are their keys to success:

• Great Products - providing new and exemplary products at market prices - will make customers want to come back again and again

• Hire quality bartenders - pay employees similar rates to larger chains with long-term career opportunities and long-term advancement opportunities

plans to open two new facilities each year.

Location and facilities

The new Caffe 'must be positioned in places where the influx of buyers is constant, such as shopping centers and service areas on motorways. The pilot Kiosk will be purchased and placed in locations with a variable monthly rental cost of £1,500/2,500, subsequent ones will be purchased and rented out.

Competitive comparison

The research carried out on the English market has shown no competitors with similarities on the products proposed by the Caffe 'except coffee served in the traditional way and some timid attempts to sell arancine but only in some Italian restaurants. So the bottom line is that we don't find any kind of competition or comparison.

Industry analyses

The coffee shop industry in the UK comprises around 30,000 stores with a combined annual turnover of around 15 billion pounds. The main companies include Costa, with about 2800 shops, followed by Starbucks with more than 1100 shops, Caffe Nero 614 shops and others.  80% of people who visit coffee shops do it at least once a week, 16% every day and take-away coffee is the most sold.

Main competitors

Obviously, by selling coffee-based beverages, even if with a different proposal not currently on the market, our direct competitors in addition to coffee chains such as Starbucks, Costa, Caffe 'Nero which hold 12% of the English market, are also independent brands that hold the large share of the market we are talking about 88%.

All these competitors have one thing in common, that of serving coffee in the traditional way with the classic single or double espresso, the capuccino, the black or white American and some go even further with the latte macchiato but no one offers, like la Caffe ~ ria, an innovative proposal that will surely upset the market and the way of seeing this wonderful centuries-old drink that is coffee.

As for the arancina, cannoli and cassata, we see no competitors on the English market except a few vendors in the market squares or food events.

Market segments (data referring to the year 2020).

Despite economic problems, 98 million cups of coffee are drunk per day in the UK with an annual growth of 9% (Chermaine Chee October 20, 2022). 

Coffee sales dominate hot beverage sales, accounting for 83.3% of the total hot drinks market in the UK.

The data tells us that 65% of people take coffee with additional ingredients such as milk, sugar or cream.

The goal is a small slice of a much larger pie. With an annual growth in coffee consumption of 9%, we want to enter to conquer a niche. 

British residents traveling abroad (64% 2019), this type of clientele has an excellent predisposition to try something different, because they already do it during their travels abroad, maybe they have already tried our products and will be sure to find them in our stores.