CAFE CHAIN ANALYTICS

BY:
PRANAV
 INDEX

• Objective
• Executive Summary
• Exploratory Data Analysis
• Menu Analysis
• Price Analysis
• Recommendation
 OBJECTIVE

• Suggestions and measures to improve revenue for the Café Chain using
Point of Sale Data.
• Getting insights from the sales
• Studying the customer pattern over different seasons
• Increasing revenue through hike in prices of the current items.
• Making up combos of the items to give a different outlook of the menu
 Executive Summary

• Till now, the revenue increase for the café is through hike in prices which has led to decline in
demand.
• For rolling 12 months, 97% contribution is from Tobacco, followed by Food, beverages & Liquor.
• From Jan 2011 onwards decline was observed from all the items available at the café. Largely the
decline was from Liquor & Wines.
• 39.9 % of total transaction is single item only and mostly Tobacco.
• Weekday- weekend pattern: Weekend footfall is 2% more than weekday, largely on Saturday’s.
• Maximum footfall between 2000 hrs to midnight with least footfall during morning time.
• Selling Tobacco & Liquor fetched least sale.
• Noting the preferences of the customer’s and accordingly de-listing the items from the menu and
Café’ needs to review their pricing strategy for Non-Tobacco items.
EDA:Exploratory Data Analysis
 • From Jan 2011
onwards
12 Months rolling trend decline was
observed from
all the items
available at
the café.
• Although
decline has
been
observed
across all the
items,
however the
larger % from
Liquor &
Wines,
followed by
beverages,
food, Tobacco
and rest of the
other items.
Revenue Contribution by Individual For rolling 12 months, 97%
Items contribution is from Tobacco,
followed by Food, beverages &
Liquor.
Tobacco growth is majorly due to
increase in prices, as there as been -
7.8% drop in quantity.
The second most important
component to revenue growth is
food, which has also observed -6.9%
drop in sale, therefore as observed in
slide, it would be important to come
up with new combo offers like
introduction of Breakfast meals,
Happy hours, Set Menu Combo
especially for solo trippers.
A gradual increase in sales towards weekend can be
observed over the past year
Largely footfall increase post 20:00 hours. To increase the numbers of customers
between 10 AM to 18:00 hrs.
• Set Morning breakfast menu: 6:00 AM to 10:30 AM.
• Set Menu lunches between: 12:00 to 1500 hrs.
• Happy Hours: 1500 hrs to 1830 hrs.
Highest foot fall is observed during 12:00 Midnight , between 19:00
~20:00 PM and comparatively higher on Saturday and Sunday.
Footfall is comparatively higher on sat, sun but its just 2% higher ,
weekend are not having an impressive impact on the restaurant
business.
MENU ANALYSIS
Highest of the sale can be observed in the month of December owing to
festive season (Effect of 31st Dec and new year week)
Sale of Liquor & Tobacco Combo

Liquor &
tobacco combo
fetched the least
of the sales.

Individually
they have higher
% in sale.

It could be
recommended to
discard liquor and
tobacco combo
PRICING ANAYSIS
Per day sales
 Name Change in Price Change in quantity Sale
GRILLED CHICKEN SAUSAGES -25 -44
Name Change in Price Change in quantity Sale
BAILEYS IRISH SHAKE 17 -12 MAGGI NDLTHAI STYLE -11 -37
CHEESE CAKE OF THE WEEK 52 -38
JR.CHL AVALANCHE
CAFFE LATTE
31
14
-50
-7
These items can be removed as even with
CAPPUCCINO 17 -22 the decrease in prices, decline in quantities
ESPRESSO
GREAT LAKES FLOAT W VANILLA
25
20
-27
-3
is observed.
GREAT LAKES FLOATS W CHOC 20 -31 Name Change in Price Change in quantity Sale
MASALA CHAI CUTTING 25 -14 LINDT CHOCOLATE SHAKE -20 13
MIAMI MELONS 12 -19 MT. BROWNIE -11 34
THE CHOCO LATTE 15 -16 COLUMBIAN SUPREMO (REG) -17 47
ULTIMATE HOT CHOCOLATE 15 -3 LINDT HOT CHOCOLATE -23 50
HOEGAARDEN MUG (1 LITRE) 18 -62 COLUMBIAN SUPREMO (AULAIT) -15 27
TUBORG 50 -38
GREEN APPLE FLAVOUR SINGLE 11 -20
N R G HOOKAH 6 -12
NIRVANA HOOKAH SINGLE 22 -7
SAMBUCA 28 -50 Opportunity of increasing pricing for the
SILVER APPLE SINGLE 22 -15 above mentioned items.
THE CHAMPAGNE SHEESHA 6 -30
WHITE WINE SHEESHA 6 -30

The moment prices are increased for

the highlighted items, their volume has
reduced.The change in price is
observed from the beginning of 2011.
MENU DE-LISTING
 Beverages Quantity Beverages
GUATEMALA ANTIGUA (AULAIT) 21 3 RED BULL
GUATEMALA ANTIGUA (REG) 21 APPLE PEAR N LIME
BERRY BULL 19 FRUIT FROM THE TROPICS
ICE BULL 17 BAHUT BERRY
JAVA ESTATES (AULAIT) 17 GREEN TEA
NEW ORLEANS BLUE (REG) 15 APPLE CARROT N GINGER JUICE
VARLHONA HOT CHOCOLATE 11 GREAT LAKES FRAPPE

BOTTLED WATER (1LITRE) 10 CAPPUCCINO GRANDE

10 PEACHES N STRAWBERRIES
HOUSE BLEND DE CAFFE (AU LAIT)
CINNAMON APPLE TEA
NEW ORLEANS BLUE (AULAIT) 10
SUGARLESS LEMON ICE TEA
WHAT A MELON 4
WHITE TEA
MIXED FLAVOUR SINGLE 1
PEPPERMINT TEA
MOCAFE HOT CHOCOLATE(SF) 1
GHANA HOT CHOCOLATE
PEACH BULL 1
CRANBERY SMOOTHIES
2 AXE TWIST 1
GINSENG PEACH TEA
DECAFFINATE COFFEE FRAPPE 1
CAFE MIT SCHLAG
MIXED FLAVOUR SINGLE 1 CELERY N ORANGE
MOCAFE HOT CHOCOLATE(SF) 1 TOMATO CARROT N CELERY
PEACH BULL 1 5 RED BULL

• The mentioned items can be removed • The above mentioned items can be promoted
considering their total contribution is less and are newly added to the menu (started from
than 1% to total no of days (365 days). Jan 2011 onwards) and have observed a good
response since its introduction in menu. On an
average 1 drink a day.
 Food Quantity
Food Quantity 9
CAFE ZABAGLIONE
BBQ CHICKEN WINGS 67
POLENTA & CORN CAKES 8
MAC N CHEESE 60 7
3COURSE NON-VEG MEAL
HONEY ROASTED PEANUT BUTTER CK 48 MUSHROOM & CORN 7
BUNUELOS DE CHIRIZO 45 RED VELVET CHEESE CAKE 7
SAIGON NOODLES 40 SCRAMBLED EGGS + BEVERAGE 7
SAIGON NOODLES 40 3COURSE VEG MEAL 6
37 BEANS NACHO CHILLI W MEAT 6
CRUMBED TOFU CRUSTINI
36 CALAMARI FRITO 6
POLLO PELOTA CON TAMATE SALSA
TOAST CIABATA 6
WARM PEPPER & CHICKPEA SALAD 34
CHEESE FINGERS 5
AFRICAN OMELETTE BREAKFAST 26
CHICKEN HAM 5
CEREAL KILLER 23 MOTHERS DAY SPL 5
FRIED MOZZARELLA 23 NONVEG PASTA PESTO 5
HONEY & MUSTARD GLAZED CHICKEN 21 CARROT CAKE 4
MEXICAN CHILLY CREPES 19 VEGETABLE PASTA 4
CURRIED WASHINGTON APPLE SOUP 17 2 MUFFINS + BEVERAGE 3
16 WAFFLES + BEVERAGE 3
SALI PER EDU/PAPETA PER EDU
13 NIRVANA HOOKAH DOUBLE 2
CHICKEN DRUMMETS
SCHNEIDER 2+1 2
SPINACH TEMPURA 12
STRAWBERRY MERINGUE 2
B-BEANS G-TOMATO & WEDGES 11
SUNNY SIDEUP + BEVERAGE 2
CHOCOLATE REVOLUTION 11
CAPONATA 1
ALIO AGLIO 10

Food: Need to remove the above listed items, since these are no frequently sold. The above data is for rolling 12
months.
Items which good have observed good response in terms of quantity sold from last 3 months are Chicken salami,
Chicken Sausage, Hazelnut Fondue, Honey Mustard Chicken, Moroccan Soy Kebabs, Masala Omelette,
Marinated Chicken Aioli, Non-Veg/Veg Arabiatta Pasta, Chicken Burger, Lebanese Wrap, Pasta, Grilled Burger
 Review Menu Items - Tobacco

Tobacco Quantity
LATE HARVEST SULA CHENIN (BTL) 14
BLUE LAGOON SHEESHA 12
Food: Need to remove listed
GOLD FLAKE KING BLUE 11 items, since these are not
GOLD FLAKE KINGS-BIG 11 frequently sold (less than 2
BENSON & HEDGES SPL 9
SPICE SHEESHA 6 quantities in a month). The
CLASSIC MENTHOL 4 above data is for rolling 12
CLASSIC ULTRA MILD 4
BENSON & HEGDES GOLD BLUE 3 months.
GOLD FLAKE LIGHTS-BIG 3
MINT FLAVOUR DOUBLE 3
APPLE FLAVOUR DOUBLE 2
CLASSIC MENTHOL RUSH 2
GREAT LAKES HOOKAH SINGLE 2
ICE SPICE SHEESHA 2
AL SIKANDARI HOOKAH DOUBLE 1
CLASSIC REGULAR 1
GOLD FLAKE ULTRA LIGHTS(20) 1
INDIA KINGS OCEAN BLUE 1
Food with
Tobacco
Combo Recommendations
will make
a great
combo
 Recommendation 1
Food + Tobacco
• Number of Tobacco orders are 33,710
• Number of Food orders are 32,422
• Number of Tobacco only orders are 21,984
• Number of orders with Food and Tobacco are 11,726
• Most bought Food items are Poutine with Fries (3741 times) and Great Lakes Shake
(5914 times). Cost of Poutine with Fries is 125 and the Shake is 110.
• Either of them can be combined with a Tobacco alongside a beverage and 20 to 25%
of discount can be applied for the combo to see a bigger turnout.
Cappuccino
alongside food Combo Recommendations
will sell out in
large numbers
 Recommendation 2
Food + Beverage
• Number of Beverage orders are 30,717
• Number of Food orders are 32,422
• Number of Food only orders are 16,648
• Number of orders with Food and Beverage are 15,774
• Most bought Food items are Poutine with Fries (3741 times) and Great
Lakes Shake (5914 times). Cost of Poutine with Fries is 125 and the Shake
is 110.JR.CHL.Avlanche also seems to be popular (3,446 times)
• Either of them can be combined with a Cappuccino and 15% of discount
can be applied for the combo to see a bigger turnout.
 Recommendations (Strategy to :

increase demand and review pricing).

Marketing:
• Take to the streets: Important to advertise to the people near by you. Try handing out leaflets or postcards
passers by, in order to get people’s attention.
• Get Social: build a dedicated group of followers who will come back time and time again.
• Give a Little, Get a Lot: Giving away freebies can be an excellent way to keep footfall consistent. Have
fun games from Monday to Thursday, like Beer Challenge.
• To promote café as a Food Joint too - Offer Discounts for high spent on Food items such as Group
Discounts, Corporate Discounts etc.
• Let Consumers Try Before They Buy: A faster way to up-sell and gather feedback on new product.
• Seasonal Marketing: Tracking consumers path and by offering them tasters or inviting them to your shop
through brochures. Its can be even better if you can personalize your offers as per your customers’ needs
and demands.
 Recommendations (Strategy to increase :

demand and review pricing).

Implementation of Loyalty Program
To ensure high footfall and ensure repeat customers is to reward their loyalty.

Reducing pricing for non-Tobacco Items

To follow the strategy of increasing the demand (Customer Footfall) by lowering the pricing.

Visit Patterns of the Customers.

Menu Differentiation: Important for different hours of the day to boost the revenue for the
business as different types of customers visit Café at different times of the day.