Coffee Franchising

Coffee Franchising

Introduction

This report provides that analysis of opportunities, culture and social trends related to coffee franchising in France. It mainly focuses on the analysis of economic environment and social cultural trends in France. Purpose of this report is to facilitate an Australian coffee company in evaluating the international market that is potentially attractive for opening a coffee franchise. Analysis in this report indicates that Coffee culture is an important element of the very basics of French society. In France, you can easily evidence people sipping a rich and strong espresso in a café to kick-start their day. French have a culture of meal-ending petit noir at the posh restaurant. Here the humble ground bean's consumption is not so much a custom as an obligation (Giovannucci and Ponte 2012, p.72).

France is best known in the world for its enhanced, rich and extravagant coffee culture. Nowhere is better known in the world for its café culture than France. Analysis of social cultural trends indicates that business in France is under strong influence of their culture as the coffee shops and café typically represent the cultural essence. France portrays ease of starting a business with stable economic situations and hence it is potentially an attractive place to open a coffee franchise (Chen and Hu, 2012, pp. 483). The report structure offers details of the customer preferences, socio-cultural trends and country's economic analysis.

The packaged product culture is increasing so it is suggested to provide packaged products that attract people. It is recommended to employ the local French in the coffee shop to maintain the cultural environment and the typical preparation method of Coffee (Giovannucci and Ponte 2012, p.72).

Discussion

Analysis of Socio-Cultural Trends and Customer Preference of Coffee Industry in France

In France, a café is a found to be an important meeting place, a communal hub and a place to relax and exchange gossip. From the smallest villages to the biggest cities, small local café is the place where the French get their caffeine craving fix, every so often poring over a plain cup of strong coffee for hours. It portrays the essence of a leisurely, unhurried manner to modern life. Because French culture depicts relaxing long hour of gossip interchange. In morning and evening people spent an hour or so in café to meet people and pour several cups of coffee (Giovannucci and Ponte 2012 p.72).

In France, the number of French cafes declined in the past few decades as the country's own culture faced battle against societal and cultural changes. But international business comparatively reveals good performance in the French retailing market. Trends data indicates that it usually take 1.5-2 years time frame for a coffee café to complete the franchising documentation and starting its operations (Giovannucci and Ponte 2012, p.78).

France gets pleasure from a lofty living standard as well as a high community education altitude. The Retail coffee industry of France is extremely cultural influenced. The average per capita consumption of coffee in France is 5.4 kg (Chen and Hu, 2012, ...