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CHAIWALLA & CO.
GARAGE 51
COFFEA COFFEE
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CHAIWALLA & CO NAZRUL HAKIM PUTRA
JOHOR BHARU 2012FIRST OUTLET IN KUALA LUMPUR!!!
(THE CURVE)
YEAR 2013
THE NAME CHAIWALLA COMES FROM
CHAI WALLATEA BOY
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LOCATION
INFRONT OF STARBUCKS
THE CURVE MALL, Jalan PJU 7/3, Mutiara Damansara
A Starbucks branch is located right in front of the chaiwalla installment, although it is technically a competitor for their brand, they think of it as a crowd-bringer or as a mean for coffee lovers to find their existence
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NAZRUL HAKIM PUTRA
TRAVELS AROUND THE WORLD
2011 JAPAN EARTHQUAKE
EMERGENCY HOUSES MADE FROM CONTAINERS
INSPIRATION
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Chaiwalla & Co is possibly Klang Valley's first "container café and it is ideal for our instagram generation
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WHAT MAKES CHAIWALLA DIFFERENT?
STRATEGIES
Online advertising and publications
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2) The interior, cabinets and chairs are all made by pine wood
The ceiling is decorated using chipped wood, to give it aMore vintage look.
Pine wood, because its cheaper, softer and easier on the eyes
1) THE CAFÉ IS MADE FROM A RECYCLED CONTAINER
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SPECIALITY
THE CAFÉ HAS A TWO STORY COMPARTMENT, ACCESSED BY A BUILT IN LADDER, MADE FOR OFFICE PURPOSES AND FOR THE STORAGE OF SOME SUPPLIES.
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ALL THE UTENSILS AND MATERIALS IN THE CONTAINER ARE PROVIDED BY THE OWNER HIMSELF
All the ingredients and spices are grown locally at Johor and transported on a regular basis, to the container
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PRICESVIATNAMESE BLACK
COFFEE – RM 7
Saffron-&-rose-flavored milk tea with yogurt pops - RM5.80
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THE DRINKS AT CHAIWALLA ARE FAIRLY CHEAP, WE ORDERED AN ICE CREAM CHOCOLATE BROWNIE AND A VIATNAMESE COFFEE, WHICH ONLY COST RM 7 FOR THE COFFEE AND 5 FOR THE BROWNIE. ALL DRINKS AND PASTRY ITEMS ARE PRICED FAIRLY BETWEEN RM 5 TO RM 10.
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CHALLENGES
TRANSPORTING THE CONTAINER, FROM JOHOR, AND ITS INSTALLMENT at the curve
GETTING LICENSE FROM MBPJ
WEIGHT LIMITATION IN THE AREA OF INSTALLATION
ACCEPTANCE OF THE COMMUNITY, AND EXPOSING THE BRAND NAME
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Produce a well known internationally famous coffee and tea brand
FUTU
RE P
LAN
S
EXTEND THEIR BRANCH THROUGHOUT THE KLANG VALLEY
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GARAGE 51
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ONE OF THE WALLS IS
BEAUTIFULLY COVERED
WITH AN ART PIECE
REPRESENTING THE
MELBOURNE Hosier Lane
graffiti
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BACKGROUND
It is Established by the same people who run Coffee Societe at Publika.
It was brought to us by Kah Wai, a bright young gentleman who studied in Melbourne. He was interested in the Melbournian coffee culture and wanted to bring a slice of it to KL.
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LOCATION
Tucked amongst rows of automotive workshops and random eateries on jalan pjs 11/9, Petaling Jaya, Selangor
Open 11am-11pm
SUNWAY UNIVERSITY
GARAGE 51
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BACKGROUNDTHE INTERIOR
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THE CAFE’ HAS SOME INTERSTING ARCHITECTURE WITH OIL DRUM- TURNED SEATINGS AND PINE WOOD TABLES STANDING ON STEEL BARS
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PRICINGS
Caramel latte with extra milk, for just RM8.90
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PRICINGS
Garage 51 also offers a small menu of dishes served after 6pm
grilled chicken for RM 19
Ethiopian Yirgacheffe coffee for RM15
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STRATEGIES
SUITE OF SERVICES INCLUDING FREE WIFI AND CHILL OUT ZONES
PROMOTIONAL ADVERTISING ON FACEBOOK VIA A FACEBOOK PAGE
ONLINE MEDIA PUBLICATIONS
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FUTURE PLANS
TO EXTEND THEIR OUTLETS THROUGH OUT MALAYSIA, IN UNIQUE AND INTERESTING CONCEPTS
BRING MORE OF THE AUSTRALIAN COFFEE CULTURE TO THE LOCAL COFFEE INDUSTRTY
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COFFEA COFFEE
LOCATED AT THE The Curve (LBG-1), 47810 Petaling Jaya, Selangor
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- Mr. Timothy is the Founder of Coffea Coffee- It was started by 2 Malaysians who were a DJ and a
businessman, had a love for coffee and travelled all the way to korea due to their knowledge of Mr. Timothy
- There are more than 60 outlets in South Korea, 4 outlets in malaysia, first one opened in dec 2012
BACKGROUND
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ARCHITECTURE
Interior decoration of the shop is tastefully done and quite luxe – textured walls, quaint beautifully crafted furniture. Pine wood furnishings and bricks are used for decoration, with a lot of ceiling lights. There’s even a small alfresco area for those who want to satisfy their nicotine addiction with some coffee.
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The coffee beans and ingredients are all imported from South Korea.
The countries such as Kenya, Mala, Costa Rica & Brazil also provides the import coffee beans originated from the South Korea.
COFFEE AND SUPPLIES
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There are two different beans to choose from.
“Maestro” for those who like strong full-bodied blend, or “Madonna” for those who prefer it aromatic with slight acidity. You can also find a selection of cakes, scones, bagel, sandwich, and other light foods.
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PRICINGS
Drinks and coffee are priced at below RM 10 to RM 13, and cakes and pastry items at around RM 10-12
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The Obstacles
‘Coffea Coffee’ faces the big competitors in Malaysia, mainly international brands who have their outlets locally.
For example, one of their branch at ‘The Curve’ faces several Coffee Shops around the area. Thus, this increases the competition among them to be the best.
Each of the competitors are producing healthy coffee with the quality ingredients.
The own specialties give the best in the market among the other competitors.
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STRATEGY
‘Coffea Coffee’ ensure s the quality of their coffee drink production consistently to be the best among others.
The Machines used for the coffee making are also wisely chosen and all of them are imported from korea in order to make sure the quality standard is maintained at the best.
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Advertisement
‘Coffea Coffee’ promote through Internet, Medias, Newspapers and more.
The Brand is already well known amongst the coffee lovers all over the world.
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FUTURE PLAN
THE MAIN GOAL IS TO EXPAND THEIR OUTLETS IN 2014 AND MAKE THEIR BRAND STAND OUT AMONG OTHER COMPETITORS
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CHAIWALLA COFFEA COFFEE
BACKGROUNDAnd INSPIRATION
Melbourne coffee shop concept introduced by kah wai, local student studying in aussie.
Inspiration from refugee container houses, by owner who was a former seafarer
Two coffee lovers from Malaysia who travelled to Korea in hopes of making their coffee-shop dream a reality
ORIGIN Bandar sunway, september 2013
JOHOR, on December 25th 2013 SOUTH KOREA. Malaysian first outlet opened in December 2012
SUPPLIERS Coffee imported from africa and australia
ALL coffee, furniture's and materials are transported from Johor
Coffee beans and machines are imported from Korea
AMBIANCE Garage-theme, very old and homey mood with dozens of bulbs
A very ‘vintage’ , new and relaxing feel A more professional coffee-shop mood, more lightings and settings
ARCHITECTURE Oil drum-turned chairs, pine wood tables and steel bar legs
Real cargo container, Pine wood furnishings, interior floors, chipped wood ceiling
textured walls, quaint beautifully crafted furniture
ANALYSIS
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GARAGE 51 CHAIWALLA COFFEA COFFEE
COMPETITION Located in an area which minimizes competition
“Competitors are not seen as rivals since we are a baby company” - manager
Starbucks, coffee bean
FUTURE PLANS To open more outlets throughout kl and expand the melbourne coffee culture in malaysia
Expand their outlets in klang valley
Maintain their reputation among international competitors
PRICINGS Coffee is priced between 8 to Rm 18. meals between 15 to RM 25
Drinks are priced below RM 8 and cakes and pastry food items around RM 5 - 7
Drinks are priced at below RM 10 to RM 13, and cakes at around RM 10-12
OPENING HOURS 11:00 am to 11 : 00 pm 9:00 am to 10:00 pm 7 :00am to 3:00 pm
StrategiesOnline media Online media
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CHAIWALLA comes off as a more Ideal coffee shop for this ‘CYBER’ age, Chaiwalla & Co is Klang Valley's first "container cafe” - an eye-catching
construct of converted cargo containers, plopped into The Curve & unwrapped for the betterment of local coffee. The food
is cheap and extremely delicious. Although coffea coffee and garage 51 has
the advantage of more service hours, chaiwalla seems more fitting to spend the evening enjoying a warm cup of
coffee in a lovely ambiance.
CONCLUSION
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REFERENCE
TAJUL. (2014) Interviewed by DANAR JOVIAN at the curve, Selangor on 12th January 2014
Sean (december 27, 2013). eat drink kl. [ONLINE] Available at: http://eatdrinkkl.blogspot.com/2013/12/chaiwalla-co-container-cafe-curve.html. [Last Accessed 15 august 2014].