Marketing & Retail Analysis -

Project 8

Coffee Café Night.

Presented by: Sanan Sahadevan Olachery.

Submission Date: June 24th 2020.

 Tableau Public Link -

https://public.tableau.com/profile/sanan.olachery#!/vizhome/Assignment8-
CafeSanan/CoffeCafeNight?publish=yes
Solutions:

We have a total 1,45,830 observations in the dataset. Starting from April 1 2010 and end at March 31
2011.

Food, Beverage and Tobacco are the running items in the Café. Tobacco being the highest contributor
by 44.22% in all followed by Food 30.34% and Beverage with 16.80% of Sales.

In Terms of Quantity sold Food items are sold most (39.10%) followed by Beverages (29.88%)and
Tobacco (25.03%) Merchandise, Liquor & Tobacco and Misc are least preferred sale items.

Annual Sales Trend of each category suggest that:

 December is the peak month where sales have risen across all categories.
 Sale of Tobacco falls in the month of April & June.
 There is no trend in the sales of Merchandise & Wines.

Weekly Sales Trend shows that:

 Majority sales happen on Friday, Saturday and Sunday.
 Monday, Wednesday and Thursday have moderate sales with almost same amount.
 Tuesday sales are the lowest.

Hourly Sales Trend shows that:

 The Café Timings seems operational from 9 am to mid night 2am where business starts at
around 10 am and gradually during the day.
 Peak timings is between 7:30 pm – 8:00pm then there is a dip in customer footfall from 8:00pm
to 9:00 pm due to lack of staff or overcrowding.
 Later pickup from 10:00pm onwards till Café Closure.
 Morning between 7am to 9am we can target for Breakfast as there is no Sales during this
period.
 Sale of Food is maximum at night and Liquor at late night hours (post 10 pm)

Discount offered:

 Food items have highest discount offered. It is nearly 60% of the total and hence should be
revisited.
 We can offer more discounts on Liquor & Tobacco category and Wines to boost their Sales.

Statutory Taxes charged:

Tobacco has a demand regardless of its high taxes.

Top and Least Selling Items.

Category Top Selling Items Least Selling Items

Beverages Cappuccino , RED Bull2+1 & RedBull Decaffinate Coffee Frappe and Mocafe Hot
Energy Drink Choclate(SF)
Food Great Lakes Shakes , Jr Chl Avalanche & Caponata, Buttered Toast and Mothers Day
Poutine with Fries Spl
Liquor Carlsberg, Tuborg & KF Draught Pitcher (2 Stella Artois, Zinzi White(Btl) and Whisky(sm)
Ltr)
Liquor & Beer and Hooka 2 Dom Beer+1 Prem Sheesha
Tobacco
Merchandise Great Lake Tshirts, Sandass Dip Bowl and Cutting Glass
Miscl Red Bull Sheesha Add Chicken Bacon, Raspberry Lite Shake &
Add Ground Meat
Tobacco Nirvana Hookah Single, Sambuca and Mint India Kings Ocean Blue, Classic Regular& Gold
Flavor Single Flake Ultra Lights(20)
Wine VLN CAB SAUV (GLS), RED B1G1 4 SEASON CLAS SYRAH & SAUV (GLS)
SANGRIA(CARAFE) & SULA BLUSH and MANDALA VALLEY CHENIN BLANC(GLS)
ZINFANDEL (GLS)

Recommendation:

 Nirvana Hokka Single, Sambuca & Mint Flavor Single are Top Selling Item across all
categories.
 Cutting Glass, Add Buttered Toast and MotherDay Spl can be taken off the menu as they
don’t attract many sales.

Following Combo can be suggested basis the Market Basket Analysis done (MBA) for café menu.

Combo for Categories suggested:

 Liquor & Wine Combo.

 Food, Beverage and Tobacco
 Food & Beverage.

Combo for Menu Suggested:

 African Omelette Breakfast and Great Lake Shake.

 African Omelette Breakfast and Cappuccino.
 African Omelette Breakfast and Country Roast Chicken Panini.
 Aioli Salad Bowl and Cottage cheese Panini.
 Aioli Salad Bowl and Chicken Sausage.
 Aioli Salad Bowl and Apple Pear n Lime.
 BMT Panini and Sambuca
 BMT Panini and Nirvana Hookah Single
 BMT Panini and Great Lake Shake.
 Beer Hook and Poutine with Fries.
 Ceasers Salad wraps and Fries.
 Ceasers Salad wraps and Cappuccino.
 Carlsberge and Tuborg.
 Carlsberge and KF draught(1/2 ltr)
 Moroccan Soy Kebabs and Cottage Cheese Panini
 Moroccan Soy Kebabs and Poutine with Fries.