Tourism and Hospitality Management
Table of Contents
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ACKNOWLDGEMENT
I take this opportunity to express my profound gratitude and deep regards to professor, Sir. Muhammad Kamran for his exemplary guidance, monitoring and constant encouragement throughout the course of this report.
EXECUTIVE SUMMARY
In this report, the coffee house culture and its growth in Pakistan have been discussed focusing on the international coffee house chains present in the country. The trend of shifting from chai to coffee. Moreover, how franchising international coffee houses could be beneficial for the local market as well and its popularity among the local coffee drinkers has also been pointed out.
INTRODUCTION
Pakistan is a tea culture. However with time we have seen Pakistan opening its doors to the coffee culture. The coffee house culture has been quite fast in spreading its wings with new coffee outlets opening in Pakistan; be it local or international chains of coffee houses. These coffee shops have played an important role in introducing coffee to the masses in Pakistan
While investors maintain a vigilant outlook for the feasibility and local trend shifts, the search for lucrative investment options never comes to a close. Who would have thought that the must-have daily cup of coffee for some could be amid the most promising investments today in urban cities of Pakistan.
Coffee has not yet got mass popularity and recognition in Pakistan with distribution, penetration, and sales remaining limited. However, specialty coffee shops have increased in popularity since the past decade and are expected to spread out further to smaller urban cities over the coming years.
According to a survey by Euromonitor, retail coffee volume sales increased by four percent in 2010 in the country. The instant coffee segment led the coffee market in Pakistan with a share of 97.3%.
The trend of fancying coffee over the conventional chai (tea) may not be that recent in Pakistan
1
2
3
4
5
6
7
8
9
10
11
12
ACKNOWLDGEMENT
I take this opportunity to express my profound gratitude and deep regards to professor, Sir. Muhammad Kamran for his exemplary guidance, monitoring and constant encouragement throughout the course of this report.
EXECUTIVE SUMMARY
In this report, the coffee house culture and its growth in Pakistan have been discussed focusing on the international coffee house chains present in the country. The trend of shifting from chai to coffee. Moreover, how franchising international coffee houses could be beneficial for the local market as well and its popularity among the local coffee drinkers has also been pointed out.
INTRODUCTION
Pakistan is a tea culture. However with time we have seen Pakistan opening its doors to the coffee culture. The coffee house culture has been quite fast in spreading its wings with new coffee outlets opening in Pakistan; be it local or international chains of coffee houses. These coffee shops have played an important role in introducing coffee to the masses in Pakistan
While investors maintain a vigilant outlook for the feasibility and local trend shifts, the search for lucrative investment options never comes to a close. Who would have thought that the must-have daily cup of coffee for some could be amid the most promising investments today in urban cities of Pakistan.
Coffee has not yet got mass popularity and recognition in Pakistan with distribution, penetration, and sales remaining limited. However, specialty coffee shops have increased in popularity since the past decade and are expected to spread out further to smaller urban cities over the coming years.
According to a survey by Euromonitor, retail coffee volume sales increased by four percent in 2010 in the country. The instant coffee segment led the coffee market in Pakistan with a share of 97.3%.
The trend of fancying coffee over the conventional chai (tea) may not be that recent in Pakistan