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Cafes by Mind Map: Cafes

1. motivations

1.1. cheap way of socializing and being productive, for students on a budget

1.2. convenience

1.2.1. easy digital payments

1.2.2. technology and digital initiatives

1.2.2.1. recognize customers that deserve differentiated treatment. ex: Birthdays

1.2.3. Mobile order ahead transactions

1.2.4. Free wifi

1.2.5. discount refills

1.2.5.1. causes people to want to stay longer, studying

1.3. love coffee

1.3.1. help produce ideas

1.3.2. promotes positive energy

1.4. connect physical experience with digital experience

1.5. want to work

1.5.1. pocket money

1.5.2. help pay for college

1.6. menu

1.6.1. familiarity

1.6.2. simplicity

1.6.3. quality

1.6.4. innovative

1.6.5. vegetarian

1.6.6. variety

1.7. use rewards system

1.7.1. starbucks rewards ssytem

2. influences

2.1. community

2.1.1. good cafe brightens the atmosphere of the campus

2.2. meet people

2.2.1. group hangout

2.2.2. meeting new people

2.2.3. team members

2.2.4. interviews

2.2.5. pregame for activities

2.3. social media

2.3.1. instagram

2.3.1.1. aesthetic

2.3.2. snapchat

2.3.3. google

2.3.3.1. cafe websites

2.3.3.2. buy coffee from cafe

2.4. the hype

2.4.1. marketing

2.4.1.1. branding

2.4.1.2. distinct target marketing

2.4.1.3. unique experiences

2.4.1.4. niche product

2.4.2. tourism

2.4.2.1. savannah coffee tours

3. social and psychological factors

3.1. type of coffee

3.1.1. different countries/qualities

3.1.2. different strengths

3.2. special

3.2.1. latte art

3.2.1.1. special displays

3.2.2. specialty/seasonal flavors

3.2.3. dog friendly

3.3. outdoor seating

3.3.1. patio

3.3.2. plant life

3.3.3. seats

3.3.4. umbrellas

4. environment

4.1. lighting

4.1.1. dim lighting

4.1.2. bright lights

4.1.3. cozy

4.1.4. great for getting work done

4.2. aesthetic

4.2.1. layout

4.2.1.1. spacious

4.2.1.2. tight

4.2.1.3. sectioned

4.2.1.4. open

4.2.2. decorations

4.2.2.1. plants

4.2.2.2. farm-house style

4.2.2.3. mix of materials

4.2.2.3.1. fabric

4.2.2.3.2. metals

4.2.2.3.3. wood

4.2.2.3.4. leather

4.3. location

4.3.1. good neighborhood

4.3.2. nice view

4.4. work area

4.4.1. tables

4.4.1.1. individual tables for lone workers

4.4.1.2. conference style set up for groups of people

4.5. sounds

4.5.1. music

4.5.2. talking (social setting)

4.5.3. busy

4.5.4. quiet

4.6. furniture

4.6.1. comfy chairs

4.6.2. stools

4.6.3. table sizes

5. experience

5.1. ambiance

5.1.1. lighting

5.1.2. cleanliness

5.1.3. comfortable setting : spacious

5.2. customer service

5.2.1. social skills

5.2.1.1. networking

5.2.2. Experience between the Barista and the customer

5.2.2.1. good layouts for work and eating

5.2.3. systems

5.2.3.1. good layout for socializing and meeting new people

5.3. taste

5.4. food

5.4.1. menu size

5.4.2. quality

5.4.3. type

5.4.3.1. weird/hipster

5.4.3.2. full menu

5.4.3.2.1. breakfast

5.4.3.2.2. beer/ bar and a cafe

5.4.4. upscale

5.4.4.1. vegan/organic food options

5.4.4.2. gold decorations hanging from the ceiling

5.4.4.3. classifying people ex sitting poor looking people in the back

5.4.5. pastries only

5.4.5.1. gives a more coffee shop feel

5.5. smell

5.5.1. parking

5.5.1.1. parking lot

5.5.1.2. street parking

5.5.2. candles

5.5.3. food

5.5.4. outside smells

6. Who

6.1. majors

6.2. intracuricular activities

6.3. types of people (social/studious)

6.3.1. early lectures

6.3.2. late night study hours

6.4. age groups -professors/students

6.5. SCAD students/faculty

6.6. events

6.6.1. religious

6.6.2. events catering

6.6.3. latte art

6.6.4. social events

7. don't like

7.1. not convenient

7.1.1. bad location

7.1.2. aren't familiar

7.1.3. parking

7.2. dont like coffee

7.2.1. drink coffee from home

7.3. cost

7.3.1. don't want to spend any money

7.3.2. overpriced

7.3.2.1. bad coffee being overpriced

7.4. prefer their own workspace

7.4.1. too busy

7.4.2. cramped spaces

7.5. bad service ex. waiting

7.5.1. dirty areas

7.5.2. staff that are too concerned with themselves

7.5.3. rude customers

7.5.3.1. customers thinking too highly of themselves

7.5.3.2. complex orders

7.5.3.3. customers criticizing

7.5.3.4. ordering while on the phone