Beano´S Cafe
OMPANyCaSe
Beano's Całe: n Egyptian Flavor
COMPANY
~car"lO'S
BACKGROUND
Cafe, one of the most successful and popular cafe chains in =~ypt. has branches throughout the country, including locations in ::" ro. Alexandria, and Giza. At Beano's, customers can enjoy excele- quality coffees, soft drinks, shakes, and infusion drinks, as " as a wide variety of sandwiches, hot meals, and desserts. Beano's Cafes aim is to offer its customers a convenient, relax-9 place where they can purchase food and beverages of a high :uality at an affordable price. The cates have a distinctive layout ,,"'d style which is achieved through a combination of contempo?ry design and warm colors that give them a pleasant atmosphere. --e cafes environment is characterized by simplicity, elegance, : eanliness, and a modern design. It is known as a place where ung people can gather and where people can enjoy an afford::0 e outing, listen to the latest musie, and use wireless Internet.
Cafe, and from other smali, local cafes. Despite these concerns in 2000, Beano's opened its first cafe in Egypt, introducing new coffee products such as cappuccino and espresso to the Arabie market. Beano's wanted to increase its market share and target a new segment-senior citizens-along wit h maintaining and/or increasing its appeal to the youth segment, which represents the majority of its customers. The senior citizens represented the higher socio-economic class; however, Beano's discovered that young clients represented up to 70 percent of their daily clients. Beano's Cafes higher management wanted to retain its satisfied clients while also increasing its share of the customer base. They therefore put together a new marketing strategy.
REVISING THE MARKETING
STRATEGY
EY MARKET
--e creators of the Beano's Cafe Group had wanted to open a -ew coffee shop in Egypt for a long time but they saw problems ..,entering the Egyptian market. They believed that the Egyptian oopulation would not be keen
Beano's Całe: n Egyptian Flavor
COMPANY
~car"lO'S
BACKGROUND
Cafe, one of the most successful and popular cafe chains in =~ypt. has branches throughout the country, including locations in ::" ro. Alexandria, and Giza. At Beano's, customers can enjoy excele- quality coffees, soft drinks, shakes, and infusion drinks, as " as a wide variety of sandwiches, hot meals, and desserts. Beano's Cafes aim is to offer its customers a convenient, relax-9 place where they can purchase food and beverages of a high :uality at an affordable price. The cates have a distinctive layout ,,"'d style which is achieved through a combination of contempo?ry design and warm colors that give them a pleasant atmosphere. --e cafes environment is characterized by simplicity, elegance, : eanliness, and a modern design. It is known as a place where ung people can gather and where people can enjoy an afford::0 e outing, listen to the latest musie, and use wireless Internet.
Cafe, and from other smali, local cafes. Despite these concerns in 2000, Beano's opened its first cafe in Egypt, introducing new coffee products such as cappuccino and espresso to the Arabie market. Beano's wanted to increase its market share and target a new segment-senior citizens-along wit h maintaining and/or increasing its appeal to the youth segment, which represents the majority of its customers. The senior citizens represented the higher socio-economic class; however, Beano's discovered that young clients represented up to 70 percent of their daily clients. Beano's Cafes higher management wanted to retain its satisfied clients while also increasing its share of the customer base. They therefore put together a new marketing strategy.
REVISING THE MARKETING
STRATEGY
EY MARKET
--e creators of the Beano's Cafe Group had wanted to open a -ew coffee shop in Egypt for a long time but they saw problems ..,entering the Egyptian market. They believed that the Egyptian oopulation would not be keen