Caffe Nero
What are the factors contributed to the growth of Caffe Nero in the United Kingdom market?
INTRODUCTION:
Caffe Nero Group Limited was founded in 1997 in South Kensington, London by Gerry Ford. It is an Italian style coffee shop and the largest independent coffee retailer in Great Britain in recent days. Now, it has over 400 stores and nearly 3000 employees in the United Kingdom. It is also to the development of overseas market, in 2007, Caffe Nero opened the store in Turkey, and after one year later, it opened the shop in the United Arab Emirates, the Middle East. Caffe Nero has a philosophy; it is very simple, which included four elements, Food, Service, Coffee and Atmosphere, especially Coffee and Atmosphere, a good coffee can give customers a good first impression, make people sweet in heart, Atmosphere is also very significant point, a good atmosphere will give customers’ mind relax and happy, increase the customers’ consumption. When people go to the Caffe Nero, it will see behind the Caffe Nero, it writes ‘Italian’, it does not mean Caffe Nero is from Italy, it means in the Caffe Nero, the coffee style is Italian, the coffee is used for a unique Italian blend is made from seven different coffee beans, which is different with the other cafe rivals in the UK market (Caffenero.com 2011).
Now a day, more and more coffee shops are opening in the UK market, because people are richer than before, and most persons do not have much more time to make coffee and cook food and the business is too busy. Those three factors stimulate the coffee market. In Great Britain, there are two main rivals are competitive with Caffee Nero; one is Starbuck, and the other one is Costa Coffee. Caffe Nero. Starbuck and Costa Coffee are controlling approximately 57 percent of the UK coffee market. For the past five years, Caffe Nero has more than doubled in size to outnumber four hundreds stores with Earning before Interest, Taxes, Depreciation and Amortization (EBITDA) of ￡28.7
INTRODUCTION:
Caffe Nero Group Limited was founded in 1997 in South Kensington, London by Gerry Ford. It is an Italian style coffee shop and the largest independent coffee retailer in Great Britain in recent days. Now, it has over 400 stores and nearly 3000 employees in the United Kingdom. It is also to the development of overseas market, in 2007, Caffe Nero opened the store in Turkey, and after one year later, it opened the shop in the United Arab Emirates, the Middle East. Caffe Nero has a philosophy; it is very simple, which included four elements, Food, Service, Coffee and Atmosphere, especially Coffee and Atmosphere, a good coffee can give customers a good first impression, make people sweet in heart, Atmosphere is also very significant point, a good atmosphere will give customers’ mind relax and happy, increase the customers’ consumption. When people go to the Caffe Nero, it will see behind the Caffe Nero, it writes ‘Italian’, it does not mean Caffe Nero is from Italy, it means in the Caffe Nero, the coffee style is Italian, the coffee is used for a unique Italian blend is made from seven different coffee beans, which is different with the other cafe rivals in the UK market (Caffenero.com 2011).
Now a day, more and more coffee shops are opening in the UK market, because people are richer than before, and most persons do not have much more time to make coffee and cook food and the business is too busy. Those three factors stimulate the coffee market. In Great Britain, there are two main rivals are competitive with Caffee Nero; one is Starbuck, and the other one is Costa Coffee. Caffe Nero. Starbuck and Costa Coffee are controlling approximately 57 percent of the UK coffee market. For the past five years, Caffe Nero has more than doubled in size to outnumber four hundreds stores with Earning before Interest, Taxes, Depreciation and Amortization (EBITDA) of ￡28.7