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03/2 DISTRIBUTION CHANNELS - CUSTOMER

DEFINITIONS AND CHARACTERISTICS

Background Characteristic

• Probably the widest segment. It is • Manpower challenges - In most • Consistency - The volatile profitability
comprised of endless different varieties “medium sized” Cafes & Restaurants of this industry affected by changing

COFFEE SHOPS and experiences and therefore presents manpower replacement cycle is high weather, personnel and size of the
the most complex challenges.
business, forces the need for consistent
and the quality of workers is basic and
& RESTAURANTS • When approaching businesses in this not always highly qualified. taste and service.

section, answer the following before • Peak services- This segment has 3 • Space saver - This segment consists

defining the “Go To Market” strategy for main “traffic peaks”- Morning, Lunch of many small - medium retail sizes.

each enterprise: and Dinner. During the “service”, a large As such they lack space in the kitchen

number of clients expect to be served and designated PIZZA OVENS are not

1. Is this a chain? simultaneously and receive their dishes commonly found.

ASAP (especially during lunch/business

2. Is it an OVER THE COUNTER or FULL lunch).

SERVICE DINING restaurant?

• Variety - the wide choice on the menu

3. What is the size of the business? How is a global trend that is being fed by

many chefs/kitchen employees? the customer’s growning appetite

for a greater variety of tastes and
4. Who calls the shots? The head chef or flavors. This places a heavy burden

the owner? on a kitchen’s planning, purchasing,

operations and preparation and

5. Do they currently serve pizza on their constantly influences the P&L.

menu? If so, how many a day/week/

month?