Page 6: Choosing the right location
Knowing the target market, Cadbury was then able to research the right locations to attract 25-45 year old females with high disposable incomes who were regular café users.
In addition, it was necessary to take into account a number of business and practical criteria the location must have:
- a prime site location in the main shopping area of a city with 100,000 people and an upmarket populative mix
- a double shop frontage for maximum visibility
- a high number of shoppers all year round - average weekly footfall of 50,000, peaking 5,000 per hour during the week and 10,000 per hour on Saturdays
- a size between 2,000 and 2,500 square feet
- planning permission for catering and retailing.
The building required a prestigious location and character to support the luxury and indulgence of the experience.
Getting this right was vital because retailing and catering support each other, for example:
- the customer's experience of high quality, indulgent catering reinforces the premium image of the retail products they buy
- restaurant-quality cakes and chocolates can be sold at higher prices in this atmosphere
- when customers try products in the café's seating area or Cadbury Lounge, they may wish to buy them as gifts and take home purchases.
Cadbury's aim is for customers to aspire to eat and shop in Café Cadbury, so the view of the shop frontage is important. A double frontage is ideal so that people can see, at a glance from the street, the range of products and services by looking in. Outside seating also draws attention to the food and drink offer.