Beverages: Home-made coffee, tea, signature hot chocolate,
juice etc.
Theme: The worlds journey; focusing on the worlds renowned
landmarks in Europe
Quality ingredients only
Style & Atmosphere:versatility, cultural-oriented,
Victorian style, and cozy; the shop will be divided into 2 main
zones: indoor and outdoor indicating different interesting
countries in the European continent
3. Rationale
Our business is unique and standout in its own way
Theres a potential for this caf to thrive in the sweets
industry
A deluxe spot for target audience to indulge themselves with
quality goods while enjoying luxurious atmosphere
Thus, the caf is strongly influenced by European taste and
ambience, which respond perfectly to our fundamental
intention.
4. Target Audience
Women age from 20 to mid 30s
Social status: B to A
These women receive considerable amount of monthly income
either from their careers or their families at a minimum of 17,000
Bt.
The target audiences basically live luxurious and extravagant
lives by filling their times with hanging out with friends and
going shopping in leading department stores
They are the trend settlers who love to explore new things
while keeping themselves updated with fashion
They enjoy indulgence: good food and good music
They are quality-concerned
5. Mission To deliver a sense of superior indulgence and a
unique caf experienceto best fulfill the desire of sweet lovers 6.
Vision With our uniqueness, we determineto become the first
premiumEuropean desserts and pastry venuein the minds of the
customersand to expand our cafinto major branches all over Thailand
7. Mood & Tone 8. Interior 9. Exterior 10. Landmarks
England: Big Ben, Telephone Booth
Italy: Pisa Tower, Venice Gondola
11. Landmarks
France: Eiffel Tower, Arch de Triumph, Louvre Museum
The Netherlands: Wind mill, Tulips Field
12. Desserts and Beverages
All desserts are inspired by various intriguing landmarks in
Europe
The desserts tastes are compatible to the real European
taste
Coco powder and teas are imported from the best available in
Europe
13. Normal Cake 14. Our Cake 15. Name
Sweet Indulgence
Indulge and spoil oneself with quality desserts
Elegant yet representational
16. Name
Sugar Rush
A need for something sweet
Easy to recall
Easy to pronounce
17. Name
La Patisserie(French: pastry shop)
Suit with the caf atmosphere
European style
Elegant yet cozy
18. Name
Doux[Du]
(French: sweet, gentle, mild, soft, tender)
Straight forward meaning but represents the uniqueness
Short, catchy and easy to remember
19. Slogan
The Touch of Delicacy
To bring our products to the best level,
To give our customers a superior taste of premium desserts
Require a certain degree of expertise.
Comparable to things that are done with great care and
passion
20. Slogan
The Irresistible Desire
To become a need for caf lovers
To recall our desserts in terms of their deliciousness
To come back and try our products again
21. Slogan
The Unforgettable European Taste
The best ingredients
The best European taste
Feels the European atmosphere from famous European landmarks in
different feelings
22. Slogans
The Art of Sweet
To present desserts as art pieces
Unique outlook with great taste
Can use 5 senses to explore
23. Interview Results Doux The Art of Sweet 24. Interview
Results 5/30 La Patisseries 7/30 Sweet Indulgence 8/30 Sugar Rush
10/30 Doux Number of answers Name 25. Interview Results 1/30 The
Unforgettable European Taste 8/30 The Irresistible Desire 9/30 The
Touch of Delicacy 12/30 The Art of Sweet Number of answers Slogan
26. Interview Results 1/30 Neeranard Coats 1/30 Paula Taylor 1/30
Patriya Na Nakorn 2/30 Yarinda Boonnark 25/30 None Number of
answers Presenter 27. Interview Results 8/30 5/30 8/30 9/30 Number
of answers Format 28. Additional Research Questionnaires 29.
Questionnaire Results 13/30 Doux The Art of Sweet 7/30 La
Patisserie The Unforgettable European Taste 4/30 Sugar Rush The
Irresistible Desire 6/30 Sweet Indulgence The Touch of Delicacy
Number of answers Corporate Name/ Slogan 30. Questionnaire Results
2/30 Patriya Na Nakorn 4/30 Paula Taylor 4/30 Yarinda Boonnark 6/30
Neeranard Coats 14/30 None Number of answers Presenters 31.
Questionnaire Results 4/30 Others (Cozy) 7/30 Artistic/Pop Art 4/30
Old-fashion 4/30 Modern 11/30 European/Victorian Number of answers
Dream Caf Style 32. Questionnaire Results 3/30 201 Bt 500 Bt 13/30
151 Bt 200 Bt 8/30 101 Bt - 150 Bt 6/30 100 Bt or less Number of
answers Average Payment/Visit