The art of observationCoffee shops in Australia

Coffee Shop 1• Smelly as he just cleaned the

floor• Food is fresh but there is

something unhygienic about food bar & preparation

• Focused on existing customers• Interested in making money but

don’t want to spend time thinking about it

• Register at front of shop and doesn’t keep people in shop

• Crappy environment e.g. music, interior

The art of observationCoffee shops in Australia

Coffee Shop 2• Clean• Just focused on coffee• Cramped with poor seating area• ‘It’s all about me’ attitude• Not inviting• High traffic area but doesn’t

leverage the location• Bad signage• Crappy coffee• Not interested in existing clients

The art of observationCoffee shops in Australia

Coffee Shop 3• Clean• Just focused on high margin

meals• Cramped with poor seating area• No repoire with clients• Average signage• High traffic area but doesn’t

leverage the location• Bad signage• Crappy coffee• Only shop that sells wine

The art of observationCoffee shops in Australia

Coffee Shop 4• Clean• Fresh food with a country theme• Low turnover• Don’t know how they make

money• A lot of staff• Friendly• Relaxed atmosphere

The art of observationCoffee shops in Australia

Coffee Shop 5• It’s all about me• No customers during day –

heaps in morning• Organic theme with stories on

walls• Dark• Don’t know how they make

money• No seating – have to stand in

courtyard• No food, it’s all about high

turnover of coffee• 6 staff

The art of observationCoffee shops in Australia

Coffee Shop 5• It’s all about me• Dark• Don’t know how they make

money• No seating – have to stand in

courtyard• No food, it’s all about high

turnover of coffee• 2 staff• Heaps of competition• No reason to stay or go there• No extra product to sell