Casper_&_Ga,_Bini_Restaurent

Executive summary In the age of speed, where technology and globalization are ruling the world through their own concepts, people around the world started to see the universe soaring around to be one common powerful unit. Imagine yourself still worried about what to eat, how to guarantee the success of any special occasion like office meetings, business conferences, or family and friends gatherings. Among many franchises of food delivery and services you will see in this report the study of business policies of Casper and Gambini's. Over the past ten years Casper & Gambini's developed from a food delivery business serving the Lebanese market into an international all-day concept serving the whole region. In order to collect the suitable information needed to my study I visited the branches of C&G in Beirut at "ABC" Achrafieh, "City Mall" Dora, then the head office at Dora, Sea- side, where I got few information from their marketer Mrs."Hala Maalouf" since their -CEO- "Anthony Maalouf" wasn't available. And then I continued with her later through their private e-mail address: r.shamoun @casperandgambinis.com. The visit of C&G branches was important to me where I could develop my skills and practice on determining the contents of my strategic management course toward what I realized in the case study. Moreover, this information showed the history of Casper and Gambini's in which it is a myth that tells about two families in Italy in 1948, who delivered in their baskets fresh sandwiches and salads to workers in the harbor. The idea and the tradition were reborn after many years by a team of Lebanese visionaries, who were eager to expand this concept and provide the Lebanese market with fresh wholesome products. Now, it is opened at "ABC" Mole Achrafieh, "City Mole" Dora, and new crop of gourmet meals and especially espresso-based coffee drinks, with an emphasis on health and fresh ingredients. The rapid growth of this franchise in the Middle East and its existence in 8 countries of 21 branches, in addition to winning the first Golden Cup Award in the Middle East and North Africa pushed me to analyze and study the unique strategy that this franchise is following. So, in order to analyze its mission statement and objectives, I followed the Dr. M.K. Mikati strategic management process. As we are presenting the subject of the study it is obvious that I clarified it as Casper & Gambini's global restaurant café chain. After illustrating the company history in the introduction above, its situation, and the products that Casper & Gambini's offering, this revealed its activities in a way they could strengthen their strategies to provide a five unique strategy that provide them the power in the market both "Annette Maalouf"- the corporate consultant manager and "Mark khalife" the director of the international restaurant group agree that they compete with every body on some level, but there isn't one store that competes with their like for like. So, there might be some places that offer some of the same services. However they are not direct competitors. The review of the company market segments, historical background, and its size, would lead us to notice the worldwide growth of Casper & Gambini's to become one of Lebanon's top restaurants and has considerably expanded to become a leading international chain of restaurant cafés. C&G created to his customers a unique quality service and the fact that it provides a "whole different atmosphere". C&G franchise in every one of the eight countries that are currently operated are enjoying a successful expansion within their territories: in Kuwait, in Saudi Arabia international restaurant, Jordan, UAE, Bahrain and Qatar will have their part of the successful growth by the end of this year. After illustrating the company and market situation we determined and analyze Dr. M.K. Mikati strategic management that allowed us to know the clear mission which stands for the idea to expand within different culture and countries. For your sake, if you're on the run, and only have few minutes to drop by and have a quick mouth watering bite, Casper & Gambini's station is the place to please any taste at fast pace! The station –an original ready to serve concept- features a display fridge with tempting treats to satisfy any appetite on the go. A delightful and handy self-service experience. Introduction: Among many franchises of food delivery and services you will see in this report the study of business policies of Casper and Gambini's. Over the past ten years Casper & Gambini's developed from a food delivery business serving the Lebanese market into an international all- day concept serving the whole region. In order to collect the suitable information needed to my study I visited the branches of C&G in Beirut at "ABC" Achrafieh, "City Mall" Dora, then the head office at Dora, Sea- side, where I got few information from their marketer Mrs."Hala Maalouf" since their -CEO- "Anthony Maalouf" wasn't available. And then I continued with her later through their private e-mail address: r.shamoun @casperandgambinis.com. The visit of C&G branches was important to me where I could develop my skills and practice on determining the contents of my strategic management course toward what I realized in the case study. Moreover, this information showed the history of Casper and Gambini's in which it is a myth that tells about two families in Italy in 1948, who delivered in their baskets fresh sandwiches and salads to workers in the harbor. The idea and the tradition were reborn after many years by a team of Lebanese visionaries, who were eager to expand this concept and provide the Lebanese market with fresh wholesome products. Now, it is opened at "ABC" Mole Achrafieh, "City Mole" Dora, and new crop of gourmet meals and especially espresso-based coffee drinks, with an emphasis on health and fresh ingredients. The rapid growth of this franchise in the Middle East and its existence in 8 countries of 21 branches, in addition to winning the first Golden Cup Award in the Middle East and North Africa pushed me to analyze and study the unique strategy that this franchise is following. So, in order to analyze its mission statement and objectives. Part one: introduction Where lights are shut toward the new economy business era of the twenty-first century, you would find many organization and franchises see to create and manage profitable customer relationship to have their customer satisfaction by delivering superior value to customer. Thus to have a clear example of this previous concept that I have added, part one of my project will discuss three chapter. Chapter one will present the subject of my study that is soaring around an award-winning global restaurant café –chain, based in Beirut, Lebanon specializes in serving gourmet meals and specialty espresso-based coffee drinks, with an emphasis on health and fresh ingredients This information was collected from many sources where I visited their branches at the"ABC"Ashrafieh, "City Mole" Dora, and the head office in Dora, seaside. This helped me where I could accomplish my objective in this study so that I implement what I have studied in my course to what I realized in the real case study in order to develop my skills and to learn more about the company history and how to apply the management process to accomplish and study the business policy of my case study. Chapter 2 will discuss the company presentation, where it illustrates its history, its actual situation that reveals the connection to ever-growing horizons. They have been successful because they have been unrestricted when it came giving it all it takes, and following the best standards. And now, 8 countries, 21 branches in only 10 years Casper & Gambini's has just begun! They are spread in Lebanon, Egypt, Jordan, UAE, Saudi Arabia, Kuwait, Bahrain, Qatar, and C&G with their warmth and passion environment are providing a collection of global appeal dishes and drinks, including an especially created kids menu and tasty low-calorie alternatives that are interesting, healthy and unique. Casper & Gambini's continuously strive to be at the cutting edge and to core about their slogan "the taste of tradition" that is about how we cook the food and the ingredients we use. Further more, chapter 3 will discuss more about market presentation, where it classify the market segments, its size, geography, culture, and how it begun as a historical background of the market. As a result, you could see how Casper & Gambini's franchise is wise to focus their efforts on meeting the distinct needs of individual market segment through providing a collection of global appeal dishes and drinks, including an especially created kids menu and through winning a strong and loyal customer base, which is growing as C&G grows. Part two: introduction In the following chapters of part two, we will discuss chapter 4 those lights on the frame of the study and its objectives in order to clarify more how I collected the information needed. Chapter five is presenting the data collection of strategic management process will be explained in a way to analyze the mission statement of the company, and to analyze the strategies it takes beyond the effects of internal and external forces of environment. Casper and Gambini's objectives are clear. This franchise seeks for a continuous development and determination to expand within different cultures and countries, Casper and Gambini's will successfully spread its distinctive all-day concept worldwide. Thereafter, chapter 6 will be the whole analysis and recommendations for the company where I will compare the theories of business policy course to what I touched and realized in the case study. Recommendation for C&G is given to cover the weakness that would be found and this may strengthen it as a specialty coffee brand shop and a global restaurant for variety collection of principle dishes and beverages. Chapter One: Subject Presentation Introduction Chapter one will bring to light the study of: • The subject of the case study • The methodology followed • Objectives • Importance of this subject to me and to the course • Identification and clarification of the study place 1.1 Among many franchises and companies, we will see the study of business policies of Casper and Gambini's franchise in which it is an award-winning global restaurant-café chain based in Beirut, Lebanon. Over the past ten years, Casper and Gambini's has exponentially developed from a food delivery business serving the Lebanese market into an international all-day concept currently serving the whole region. C & G serves also as a meeting place for the exchange of ideas, news, views and opinions. 1.2 Methodology used in the study is based on the contents of the business policies course besides what I have touched and realized from the facts of this study in reality. There were many common concepts appeared through my study of Casper and Gambini's where I found their hard effort on creating competitive advantage in the market place through: - Unique and valuable products and services - Difficult for competitors to copy or substitute Besides that, you would see how the study is presenting the coherence in strategic direction which includes company vision, mission statement, and strategic objectives. Indeed, the project is presenting too the sources of these suitable data and information where it comes through an interview with the marketing manager Mrs. Hala Maalouf, from visiting the branches at "ABC", "City Mole" and the head office of Casper and Gambini's at Beirut, Dora. 1.3 After mentioning the methodology of the study, it is important to clarify the main objectives of this study which stands for learning and practicing of what we have studied compared with what we are touching and realizing in order to establish the review of the company market segments in addition to the financial statement of this franchise which is important to determine its actual situation where this could analyze the strategic management of Casper and Gambini's. 1.4 The study of business policies of Casper and Gambini's allow us not just to scan what we have already studied but also to practice and implement what we are studying in business policies course to the observations from the real case. So, the interview with their staff, their marketer, and knowing the company history, in addition to applying the strategic management process to accomplish SWOT analysis is important to the subject of our study which is the business policies of Casper & Gambini's. 1.5 In order to get the needed information, I visited the place of the study which is located in Beirut at different branches such as "ABC" Achrafieh, and the "City Mall" Dora. Conclusion: As we are presenting the subject of the study, it is obvious that I had clarified clearly this study which is Casper & Gambini's franchise global restaurant café. The Methodology accomplished through visiting the branches based in Beirut, Lebanon in order to learn about the business policies course thus I can practice and implement my ideas on a real case study. Hence, because of Casper & Gambini's gold image, it is not by chance that" Nancy Ajram" one of the most successful and loved young artists in the Arab world, was chosen by jeweler "Damas" to be the image of its new campaign. It is also not by chance that City Mall's Casper & Gambini's was selected to be featured as the hip and colorful baroque restaurant café shop in the ad, thus giving off an extremely fresh and young effect. Chapter three: market presentation Introduction In order to illustrate the presentation of the market, chapter 3 will review the company market segments as follows: • Its size, its importance…….. • Historical background of the market 3.1 Because the market consists of many types of customers, products and needs, Casper and Gambini's franchise is wise to focus their efforts on meeting the distinct needs of individual market segment. Thus, Casper and Gambini's provide a collection of global appeal dishes and drinks, including an especially created kids menu. The relation with customers: with respect to customers, added Annette Maalouf the corporate consultant manager, we have strong and loyal customer base, which we can only expect to grow as we do. She believes that customers will stay loyal to C&G because of its good quality service and the fact that it provides "a whole different atmosphere". Continued Annette Maalouf about competition that we would see some competition from international coffee houses, but the company as a whole has no direct competitors due to its vast range of services and offerings. The director -of international restaurant group- "Mark khalife" says that the concept deal of "we are an all-day concept" allows customers to either have just a cup of coffee or a four deal of course meal. In light of their unique their strategy, Khalife doesn't feel C&G has any direct competition in the market, there might be some places that offer some of the same services, however, they are not direct competitors. We wanted to give a feeling that it's an established brand says "Khalife" who believes that without competition, it's easy to become lazy. 3.2 The size: Casper and Gambini's is the place to meet around a cup of coffee. Each C&G has its own identity appropriate to its location and in harmony with the local architecture. For example, the newly opened branch in Verdun -one of Beirut most prestigious residential neighborhood- boasts a capacity of 150 seats. In addition to a large dining area with leather couches, the new restaurant café has a lounge area with comfy couches, a bench that can host up to 4 tables for group gatherings, two terraces: on external and another inside the mall and station area. Importance: as we all noticed, the spread of Casper and Gambini's franchise around the world and their success is achieved because they have been unrestricted when it came to giving it all it takes, and following the best standard. Casper&Gambini's also has a strong Coffee Association of America (SCAA). More recently, it was also named by SCAA as winner of the Tops Award for Excellence in specialty coffee retailing for a fifth year. Geography: today, Casper and Gambini's has considerably expanded to become a leading international chain of restaurant-cafes. C&G franchises in every one of the 8countries that are currently operated are enjoying a successful expansion within their territories: EL Essa International Group in Kuwait, Attieh Group in Saudi Arabia, International Restaurants Co. in Jordan and Vintage Holdings in UAE, Bahrain and Qatar will have their part of the successful growth by the end of this year! Consumption habits: according to what C&G are offering, you see their unique services cover successfully any special occasions, office meetings, business conferences or family and friends gatherings. Therefore, the consumption habits of their customers surrounded with satisfaction and coherence. Indeed, children are satisfied too when visiting Casper&Gambini's for its especially created kids menu and tasty low-calorie alternatives that are interesting, healthy and unique. Culture: since C&G is the place to meet around a cup of coffee, their barista and waiters make their pride through their considerable coffee knowledge and their ongoing and instructive interactions with customers. All interested guests are often invited to the bar to enjoy the art of coffee. They are welcomed to feel their special expertise by listening to the barista comments, smelling and tasting the quality of their specialty coffee 3.3 Historical background: those who cannot remember the past are condemned to repeat it……….."George Santayana" This concept will repeat itself now in the subject of my study that lights on the history of food delivery and services. Due to the essential need of having or getting the fresh food immediately without making an effort or searching about what to eat led to the delivery and services revolution. Among many companies that managed delivery and restaurant services, Casper and Gambini's appeared to be on the pillar list of successful delivery franchises and a global coffee-shop restaurant. Casper & Gambini's myth tells about two families in Italy in 1948 who delivered in their baskets fresh sandwiches and salads to workers in the harbor. The idea and the tradition were reborn after many years by a team of Lebanese market with fresh wholesome products. In 1996, four partners decided to set up a sandwich delivery services in Lebanon. Within two years, the company's first coffee house opened, and since then Casper and Gambini's has grown from strength to strength. Conclusion: After the review of the company market segment, the size, geography, and culture of this market, in addition to the historical background of the market, we will notice the worldwide spread of C&G and chic popularity in which it developed to be one of Lebanon's top restaurant and has considerably expanded to become a leading international chain of restaurant-cafes. As a result, C&G became the favorite place to meet where many people of different ages prefer to discuss their ideas, news views and opinions. Chapter Four: case study presentation Introduction: 4.1 The frame of the study case is essential to be mentioned in order to highlight the following points: Who: I am Ensaf Kourani, a student in the Lebanese International University (LIU). This project is related to the course of strategic management in which I am studying the business policy of Casper and Gambini's franchise. Where: the project is presenting the suitable data and information through the visit that I had to the branches of Casper and Gambini's at the "ABC" Mole Achrafieh, and the "City Mole", Dora, Seaside. In addition to visiting the head office in Dora, seaside. Why: After C&G spread its wings and landed in the perfect meeting place for a new crop of gourmet food lovers and coffee enthusiasts in Dunes Center, Verdun, its reputation became and wide as an global restaurant café chain ,and not to forget its wide spread in the middle east and south Africa. How: in order to get the needed information for my project, I visited C&G branches at "ABC"Mole and "City Mole" in Beirut in addition to the interview with the marketer "Hala Maalouf" on Thursday 27/12/2007 where I continued my interview later at their private e-mail address: r.shamoun @casperandgambinis.com 4.2 It is important to illustrate and explain the main objectives of this case study which stands for learning and practicing what we realized and touched from the reality of the case study toward the course contents in business policy. This is done in order to establish the company market segment included to its competitors and suppliers till analyzing the strategic management of the study of Casper and Gambini's. Conclusion: After the vast spread of Casper and Gambini's in the Middle East, its reputation as a global café-shop specialized in serving principle dishes and espresso-based coffee played an important role in choosing such restaurant to be studied. Chapter five: data collection Introduction: In the study of chapter five, the ten steps of strategic management will be discussed in order to analyze and diagnosis the unique strategy that Casper and Gambini's is following to record their competitors, suppliers, actual situation in the market and their objectives and plans for the future. Strategic management in its vast definition is the management that consists of the analysis, decision, and actions an organization undertakes in order to create and sustain competitive advantage. This management delivers the concept of: -How to compete an order to create competitive advantages in the market place. 1. Mission and vision –"who we are, what we are doing and where to go": Casper and Gambini's® -we are an award winning global restaurant café chain base in Beirut, Lebanon. Over the past ten years, we have exponentially developed from a food delivery business serving the Lebanese market into an international all-day concept currently serving the whole region. Our company specialize in serving gourmet meals and specially espresso-base coffee drinks, with an emphasis on health and fresh ingredients, including an especially created kids menu and tasty low calorie alternatives. We have a strong coffee brand and were the First Golden Cup Award winner in the Middle East for the Specialty Coffee Association of America (SCAA). The company has a very strict policy when it comes to opening an outlet in which it created unique design for each outlet in the 8 countries included 21 branches, and each one of them is located in the heart of a prestigious shopping and business area, We employs certified Baristas and invest on their knowledge and skills by encouraging them to attend different international training, cupping and tasting sessions, and coffee conferences. We compete with every body, but there isn't one store that competes with us like for like, thus, they are not direct competitor. We don't have owners, we have ambassadors. We don't have chefs, we have nutritional artist. We don't have customers, we have partners. This is what makes Casper and Gambini's worldwide Ltd. Experience unique. 5.2 Value chain: [pic] General administration Human resource management Technology development Procurement Ingredient & recipes operations meals & beverages marketing & sales services (Inbound logistic) (Outbound logistics) 5.3 generic strategy of porter Broad Uniqueness Narrow Differentiation: C&G franchise is in the category of differentiation because of its unique strategy that stands for offering unique quality service in a prestigious and business area. It provide a five stars service and to not forget their specialty espresso-based coffee. Broad: C&G is broad because it provides a collection of global appeal dishes and drinks including an especially created kids menu and tasty low calorie that are interesting, healthy and unique. 5.4 Analyze competition a- C&G compete with every body on some level, but there isn't one store that compete with their like for like. Although there is some competition from international coffee houses, but as Annette Maalouf- the corporate consultant director- at that the company as a whole has no direct competitors due to its vast range of services and offerings. There might be some places that offer some of the same services, but they are not direct competitors. b- Five forces of porter [pic] F1 competition is tuff because there are more than companies that produce or offer almost similar products. F2 new entry can come to company. F3 substitute customer can substitute with other product. Substitute is real. F4 supplier's intensity is powerful because the product is unique and differentiated. F5 customers/ buyers: few numbers of customers (unique and prestigious products and services. F6: other stakeholders does not exis 5. SWOT ANALYSIS 6. Identify key success factors: - The close attention that the management pays to each of its franchises is an essential role in the success of Casper & Gambini's. - The spread of Casper & Gambini's in the heart of prestigious shopping and business area. - The big variety and the collection of global appeal dishes and drinks. - The quality they offer is their key success factor 7. Create goals and objectives: - How can I use the availability of new machines and modern management services & healthcare to build good reputation - How can I use the availability in the Middle East to use opportunities - How can I use the affordability to produce deal with new market segment 8. Formulate strategies The spread of Casper & Gambini's in the world and the unique strategies that is followed by its directors and managers till reaching the staff reflect the success that C&G afford were they became an important base in the field of tourism and services. 9. Translate plans into actions - After "ABC" Achrafieh & "City Mall", C&G opened in Verdun. - To open soon in US & Canada, South Africa, Switzerland. - They customize their stores to suit the local market. 10. Establish accurate control and review Casper & Gambini's worldwide Ltd. Controls the setup and management of all Casper & Gambini's franchises, from location build up to full consultancy and support. Conclusion Analyzing the ten steps of Dr. M.K Mikati strategic management allowed us to know the clear mission of C&G where we could analyze the competition around, the suppliers, and even its actual situation. Furthermore, C&G with its worldwide spread its variety of dishes to win the satisfaction and loyalty of its customers in order to crush the competition around them. Chapter six: Analysis and recommendations, alternatives 6.1 Analysis After the study of Casper and Gambini's strategic management, its objectives, its strengths and weaknesses with its opportunities and threats (SWOT analysis), many facts revealed where I realized the theories mentioned in the business policy course going around the competitive management and its importance in the marketplace. In addition to this, I noticed how the internal and external environment would affect the company and its management. Casper and Gambini's achieved high portfolio in this case study where it reveals as a prestigious place including a five-star service and principle menu dishes and beverage offered from morning to late night in an environment that is both stimulating and liberating with warmth and passion, delivering a genuine experience. 6.2 Recommendations Casper and Gambini's as an award-winning global restaurant-café chain, and for what it offers from its gourmet meals, specialty espresso- based coffee drinks and kids menu, they should establish an additional part in C&G for families who have their children with them. Parents then would feel safety and happy when their children are having good times with them, playing in a small nursery room full of games and entertainment. Moreover, I would like to mention the most important part in my recommendation which is the importance of having branches outside Beirut to not being limiting in one local area within the same country. So, think about having branch in Saida City, or Tyre City-South Lebanon- and in Tripoli or mount of Lebanon, so that people from all cultures can enjoy your success and achievements. 6.3 Alternatives After the study of Casper & Gambini's, I think it is one of the best rests in Beirut for its unique services and management. So, try to express yourself not just by publishing Casper & Gambini's newsletter magazine but also to multiple your advertisements on T.V, radio and internet websites in order to be more known to whom who doesn't know you yet. Thus, opening branches in any foreign country would be easy on C & G so that their customers will be already prepared to try your restaurants. General conclusion As we are presenting the subject of the study it is obvious that I clarified it as Casper & Gambini's global restaurant café chain. After illustrating the company history in the introduction above, its situation, and the products that Casper & Gambini's offering, this revealed its activities in a way they could strengthen their strategies to provide a five unique strategy that provide them the power in the market both Annette Maalouf the corporate consultant manager and Mark khalife the director of the international restaurant group agree that they compete with every body on some level, but there isn't one store that competes with their like for like. So, there might be some places that offer some of the same services. However they are not direct competitors. C&G franchise in every one of the eight countries that are currently operated are enjoying a successful expansion within their territories: in Kuwait, in Jordan, in Saudi Arabia international restaurant, in UAE, in Bahrain & Qatar. After illustrating the company and market situation we determined and analyze Dr M.K. Mikati strategic management that allowed us to know the clear mission witch stand for the idea to expand within different culture. ----------------------- C&G Competitive Scope Competitive Advantage