The Evaluation of the Feasibility of Assembling a Late Night Jazz Coffee Shop that Specialises in American Breakfast style Muffins in Camden, named the Muffin and Bean.
Yahuda, Aisha S.
Cardiff Metropolitan University
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Modern society in developing forward at an extraordinary rate, so have individuals’ lives, fashion trends and their demands in many industries. The fast-paced life style and development in globalisation has opened up many new areas in different industries, including the increased demand for coffee and food products with unique/different flavours and the interest in live music entertainment. The aim of the project was to create a modern coffee shop named the Muffin and Bean that sells American style breakfast muffins, which has live (jazz) music performed in the evenings on certain nights. This coffee shop unlike others has late opening hours on certain days in North London, Camden Town. The business would provide a good social environment and atmosphere for all types of customers. The author wants the business to enhance on the relaxation of the shops environment and an enhancement in customer's experiences through the unique products sold and the talented entertainment. The idea arose through the author having an interest in the coffee/food culture and the passion of new musicians performing at different gigs in London. The author believes there is a need for a new and modern coffee shop in Camden, as there is not a business that adopts similar unique selling points in the area thus would be highly competitive. The author set many different objectives to tie into the development of the Enterprise Project which were to; compile a literature review, conduct primary and secondary research, create a business plan, a competitive analysis using SWOT and PESTLE, research different legislation, analyses the findings and operation of conducting it, produce a conclusion and make recommendations to the business for the future to ensure success. The author compiled a business plan to outline the different aspects and elements of the business, which was completed through the methods of primary and secondary research. This included completed questionnaire from 100 delegates, interviews with direct competitors and potential regular customers, internet sources, academic books, journals and reports'. Collected research showed there was a gap in the market for late night jazz coffee shop in Camden Town, as there is no other coffee distributor using all the unique selling points in one shop; the original American style breakfast muffins, live (jazz) music performed in the evenings, cocktails produced and sold and a coffee shop that opens till late. The coffee and snack product has a high demand level from different customer profiles in Camden as well as there being a high demand for interesting live music venues. Research also allowed the justification for the business idea, as it was concluded that 98% of respondents of the questionnaires would consider going to the coffee shop and all the interviewees of the Crown Dale.
BA (Hons) International Tourism and Events Management
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