resources into developing their products, marketing, and loyalty programs. For
example, they have recently developed an app that you can use to pre-order your
drink, purchase your order at the counter, and track your purchases in order to
gain points and eventually be rewarded (Harris, 2015). Competing with them will
prove to be difficult, as it is evident that their resources and company experience
will be difficult to compete with, especially as a small startup company.
The Kettle Black, Beanz Espresso Bar, and Receiver Coffee Co., are all locally owned
and operated business in Downtown Charlottetown. They all sell quality and
ethically sourced speciality coffees, and provide their consumers with a full bistro
menu that includes breakfast, sandwiches, and pastries. They will be strong
competitors as they provide much of the same products as we do, and in addition
they attract consumers who want to buy local. They are all already established in
Charlottetown, and because of that they will have loyal customers, especially
because they have well aligned their product offerings with the current consumer
demands.
Timothy’s World Coffee is a large Canadian chain of coffeeshops that was founded
in 1975 in Toronto (Timothy’s Cafe, 2008). They pride themselves in using fairtrade
and organic coffee beans, and along with this promoting public awareness around
environmental and social responsibility (Timothy’s Cafe, 2008). They have brand
recognition, and although not local to PEI, they are still a Canadian brand and many
people do resonate well with supporting Canadian companies even if they are
franchised. The fact that their product offering is in line with consumer demands
for ethically sourced and local products right now, gives them competitive
advantage.
The Small Print Board Game Café is a locally owned and operated business, who we
suspect will prove to be our biggest competition in terms of their unique service
offering. They promote an atmosphere for playing games and socializing with
friends (Small Print Cafe, 2016). They serve gourmet coffees, local craft beer, and a
10 The Creative Café - Marketing Plan