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Research Theme: Espresso

Date:3 Julai 2010

Orientation

1) Espresso looks more like a normal restaurant which sells some coffee. Completely unlike Starbucks, coffee is not the main course of Espresso.

This type of restaurant has a better development in a small town, as there are no many people who will pays a high cost for a cup of quality coffee, as there are no many white collars with high salary.(Advantage)



Price

1) Espresso has a wide range of differently priced food and beverage, so that people from all walks of lives can get their suitable food and beverage over there. (Advantage)



Design

1) The lamplight is white and too bright. It cannot create a very relaxing atmosphere. (Disadvantage)

2) Besides that, all its chairs don’t have cushion, and most of its chairs are so straight. I don’t think sitting there and drinking a cup of coffee over there can swipe the pressure away. (Disadvantage)

My Opinion

In my opinion, the chairs there should be with cushions, and the chairs should not be too straight. It is best; if there can have some sofa with small pillows.



3) It gets white walls which hanging only some pictures. It thinks the walls are not seriously designed. They’re too monotonous. (Disadvantage)

My opinion

In my opinion, the master of the espresso should do something to make the walls finer and use the walls to create a home feeling. They can make a shelf on the walls, and place some good magazines and bonsais. They can also put some small accessories and fine cups there.



Interview

1) Gan Jia Hou (18): Espresso is the most standard café in Tangkak. Its espresso gets strong aromas. I like to prepare my exam over there from afternoon to night.

2) Chai Meng kiong (18): I like its Tom Yam Soup.

3) Chong Ho Soon (20): I have gone there for two times. I actually don’t like it very much.

4) Brian (the boss of Le Garden Cafe) (30): It got good business, because it is in the bus station and the middle of the town.

5) Ong Hock Sing(26): It’s too expensive.



Beverage

1. Hot Chocolate

Starbucks hot chocolate is hotter and stronger. Completely different from Starbucks, its hot chocolate does not get aromas and cream. (Disadvantage)

My opinion

In my opinion, its hot chocolate should be as strong as Starbuck’s and it should provide customers with spoon. Customers can blend it while drinking it, so that we can prevent it from precipitating. If the chocolate precipitate, it would be very disgusting while taking the last bite.



2. Roasted Almond Latte Blended

After drinking it over there, I just discovered that actually “ Almond xxx” type of beverage does not have real almond. However, its roasted almond does not get aromas. It let me think of Starbucks dark mocha which contains very good roasted coffee aromas. (Disadvantage)



Food



1. Black Pepper Chicken Chop

Its black pepper chicken chop is quite nice. It is hot and not to spicy. I still miss it. (Advantage)



2. Chicken Popcorn

Its chicken popcorn is quite nice, but it seems to be a bit too hard. (Disadvantage)



3. Signature Fried Rice

It’s okay, but not special enough to be signature food. (Disadvantage)



Staff

Its staff does not have a good mastery of English and that they are not well-trained. It seems that they get no big difference from the staff of a Kopitiam.