Analýza lokální konkurence kaváren

Abstract

The aim of the bachelor's thesis was to analyze cafés in a defined area using the mystery shopping method. The research took place in the small town of Valašské Meziříčí. Thirteen cafés in the defined area were included in the study. A total of 8 areas were examined: Interior, Exterior, Staff, Product, Subjective experience of the mystery shopper, Extra, Online, and Website. Café 3 was evaluated the highest overall, receiving 73.5 points across all areas. On the other hand, Café 9 performed the worst with 41 points. Then, the most suitable solution was proposed. The author of the thesis has been interested in the café environment for long time. In her free time, she enjoys quality coffee. She is considering opening her own establishment in the future and believes that the chosen thesis topic could be her first experience on her long journey. Another impulse for choosing the topic was a conversation with the owner of Cukrárna U Saliho. Due to increasing competition, Sali, the owner, has experienced a significant decline in customers. He needed to find out what other cafés are doing better.