Choosing the Right Coffee Shop for You: A Feasibility Report

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1 Choosing the Right Coffee Shop for You: A Feasibility Report

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3 CHOOSING THE RIGHT COFFEE SHOP FOR YOU: A FEASIBILITY REPORT Prepared By: Gage Defore Haley Gardner Tyseanah Spell Anna Stearns

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5 v Table of Contents Executive Summary... 1 Introduction... 3 Methods for Evaluating the Options... 3 Results of the Evaluation... 4 Recommendation... 5

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7 1 Executive Summary We have investigated the feasibility of coffee shops located in the University of North Texas Student Union. The Student Union is home to two different coffee shops. Green Mountain Coffee is located on the second floor and Einstein Brothers Bagels is located right next to the 1 o clock Lounge. We would like to recommend a coffee shop to students based on price, options, and popularity among other students. The information was recorded through an on-site visit of both coffee shops and preference poll gathered from fellow University students. We make two recommendations based on the needs of individual students and their preferences for taste and lifestyle. Students on a budget should purchase their coffee from Green Mountain Coffee, while those who are more willing to pay the extra dollar for higher quality are encouraged to go to Einstein Brothers Bagels.

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9 3 Introduction The University of North Texas Student Union is a central location for most of the 37,000 students on campus. Many of these students are or will become devoted coffee drinkers through the course of their time at UNT. As college students paying for tuition, housing, and books, it is important that extra spending is done wisely and that students get the most out of their money. Students have two options for meeting their coffee needs: Option 1: Green Mountain Coffee. A Fair Trade coffee shop located on the second floor of the Union. Option 2: Einstein Brothers Bagels. A corporate coffee shop located on the first floor of the Union in the Syndicate. In the report that follows, we examine these options and recommend the most convenient option that allows students to get the best coffee for their money. Methods for Evaluating the Options To support our recommendations, we evaluate each coffee shop using the following criteria: Price Number of Options People s Choice We split into groups of two and tried out coffee from Einstein Brothers and Green Mountain. We selected items from each shop to compare prices. We also took note of how many coffee options each shop had. We then walked around the Union at about 8 a.m. and asked people which place they preferred. To add to the pool of people, we also asked an 8 a.m. class that is most likely used to trying to get coffee before or after class.

10 4 Results of the Evaluation For the price options of each coffee company we recorded the price of the smallest cup available for retail. Overall the prices at Green Mountain Coffee were lower than Einstein Brothers Bagels except for the blended drinks category, as shown in Figure 1. The Einstein Brothers prices that were higher varied from $0.30 to $1.60. Prices Drinks Green Mountain Coffee Einstein Brothers Bagels Cappuccino $2.75 N/A Latte $2.75 $3.40 Blended Drinks $4.15 $3.65 Smoothies $2.99 $4.59 Hot Coffee $1.65 $1.95 Figure 1 As for the number of options available for each coffee store, Green Mountain had more options at the final number of 35 while Einstein Brothers only contributed 17 to their menu. As shown in Figure 2. Figure 2

11 5 As shown in Figure 3, most students said they preferred Einstein Brothers Bagels in comparison to Green Mountain Coffee. Figure 3 Recommendation The results of our Feasibility Report are split between practical benefits and personal preference. With this in mind, we have created two recommendations based on your personal likes and budget. Recommendation 1: On the basis of taste and seating, we recommend Einstein Brothers Bagels on the first floor of the Union. The delicate balance of dark coffee beans with the precise amount of sugar is preferred among our team and also among other University students. Green Mountain Coffee does not meet up with the standards of taste and often includes too much sugar and syrup in their mixed drinks which contrasts with college student goals of being nutritionally and physically fit. Einstein Brothers is located in the UNT Syndicate on the first floor of the Union and has more options for entertainment such as its own stage, lighting, pool tables, and couches for study groups and campus events. As long as students don t mind paying a bit more, Einstein Brothers Bagels gives the UNT members more to enjoy. Recommendation 2: On the basis of location and low prices, we recommend Green Mountain Coffee on the second floor of the Union rather than Einstein Brothers Bagels. University of Texas students benefit from the Green Mountain Coffee store because most students are on a budget and Green Mountain provides the needed caffeine with a low cost in comparison. We also believe that

12 Green Mountain is a great fit for on-the-go college students because it is located at a very accessible point in the Union and has a pick-up bar for easy to leave preferences. Green Mountain Coffee is also FairTrade which means it imports the coffee beans fairly and does not participate in farmer slavery within other countries. 6