Samenvatting

The purpose of this report was to research how to optimize customers and sales for independent coffee cafes in the Netherlands. By researching the main motivations of Dutch consumers to visit a coffee cafe and current marketing methods used in other coffee cafes, an advice marketing plan is offered. First, shopping behavior- and visiting coffee cafes theories were analyzed. Secondly, in-depth data was gathered through face-to-face interviews with three coffee cafes. Further data was collected through a questionnaire of 100 respondents with Dutch consumers. Major findings from the research were the main motivations of Dutch consumers to visit a coffee cafe: (1) relaxation, (2) diversion and escape, (3) social contact and (4) sense of belonging / community. This proves that not coffee, but the coffee cafe itself is the product. The most favored marketing methods were suggestion from family and friends and social media. From the overall research it became evident that independent coffee cafes have a unique selling proposition that is overlooked by big brands: offering a coffee culture that creates opportunity to socialize and the feeling of community. To be able to increase customers and sales, an independent coffee cafe needs to make use of its unique selling point. Coffee cafe going is a form of informal public life and can offer many functions to a community and its society. Therefore, independent coffee cafes functions go beyond just serving coffee; the product is in the cafe itself. By using relationship- and socially responsible marketing methods, an independent coffee cafe is able to attract and retain customers. This marketing plan involves, customer orientated staff, active involvement in the community, offering local artists space, social media, creating a coffee cafe club, creating opportunity for socialization by various activities and events.