Food & Beverage

Food & Beverage

1. Geography

   • South
     • drink to quench your thirst
     • representative traditional coffees - brown coffee
     • coffee with a lot of ice
     • a bit lighter coffee quality
   • North
     • strong, pure coffee
     • people consider coffee as a drink to both enjoy and sip
     • representative traditional coffees, enjoy the taste - brown coffee

2. Demography

   • High income
     • Starbucks (average 100k/product)
       • business worker
       • 22-27 ages
       • 1-2 times/week
   • Middle income
     • Highlands, The Coffee House (average 40k/product)
       • university students with family support
       • office worker
       • 16-30 ages
       • 3-4 times/week
   • Low income
     • Street coffee, cafe cart (average 12k/product)
     • everyday using cafe

3. Behaviours

   • Benefits sought
     • For beverage quality
       • Trung Nguyen Legend
         • working class
         • love coffee, love the taste of drinks
     • For working places
       • For studying/working: The Coffee House
         • high school students, university students, co-worker
         • people who need quiet spaces for studying and working
       • For business meeting: Highland coffee
         • working class, middle class
         • professional atmosphere for work
     • For space: Luia Cafe
       • relaxing, taking pretty pictures
       • young generation

4. Cafeteria