SCHOOL OF COMMUNICATION
YSP524 INTEGRATED MARKETING COMMUNICATION
CAPSTONE PROFESSIONAL PROJECT
TITLE:
Sustainability of Specialty Cafes during COVID-19 pandemic:
A Case of Frank Laurent Coffee Roasters
NAME:
OOI ZI SHAN
SUPERVISOR:
Assoc Prof Dr. Shuhaida Md Noor
ACKNOWLEDGEMENT
The journey of completing this Capstone Project would not have been smooth without
the guidance and help from the people that played an important role in creating this
masterpiece.
I am glad that I was able to complete this Capstone Project together with my
supervisor, Associate Professor Dr. Shuhaida Md Noor. Her passion and knowledge of
consumer psychology have helped me throughout my research process. I won’t forget the
hours that we have spent together making this happen. Next, I would like to thank my second
reader, Dr. Nurzali Ismali, for the comprehensive comments during the pitch day that helped
me further improve this project.
A special thanks to Frank Ee from Frank Laurent Coffee Roasters for his sharing, this
project couldn’t have been completed successfully without his contribution. I would also like
to take this opportunity to express my gratitude to all the respondents who contributed to
the survey. Every single response meant a lot to me.
Finally, I would like to thank my beloved family and friends, who have always been
supportive and helpful all the time.
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Executive Summary
The COVID-19 pandemic has impacted most small-medium enterprises (SME),
especially specialty coffee businesses which are always labelled as expensive and premium
coffee. In this project, a specialty cafe in Penang named Frank Laurent Coffee Roasters has
been chosen as the case study to study how the pandemic impacted the business, what are
the challenges and opportunities, the changes in consumers’ spending behaviour as well as
to explore how the roasters adopt technology in business sustainability. There were interview
sessions conducted with the founder of Frank Laurent Coffee Roasters and 200 consumers
survey were distributed to gather the data to answer the questions above. According to the
survey data that was collected, there are a few key insights that have been summarized, i.)
the respondents have rather low education and understanding towards specialty coffee, ii.)
consumers have adjusted their spending budget in the post-pandemic era, iii.) respondents
voted coffee and menu quality as the key factor when choosing a specialty cafe. From the
conversation with the founder of Frank Laurent Coffee Roasters, the roaster developed the
new menu to cater for the to-go and home cafe experience due to the lockdown restrictions
on dining in. Frank Laurent Coffee Roasters also faced competition from the industry as there
are numerous new cafes have joined the battleground during the pandemic. It is learned that
the roaster has developed its mobile applications as one of the milestones in engaging loyal
customers. Hence, an integrated marketing plan is developed that focuses on enhancing
consumers knowledge of specialty coffee, increasing brand visibility, and strengthening the
consumers' engagement to address the issue. In order to educate consumers on specialty
coffee, there are tactics used to reach the consumer’s main senses, like sight, touch, smell,
and taste. Other than that, tactics like programmatic in outdoor media and online media are
highly recommended to increase brand visibility by targeting the right audiences only.
Consumer’s engagement is as important as the others for brand retention and loyalty through
content and the communication channel of Frank Laurent Coffee Roasters.
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1.0 Introduction
1.1 The Case in Study
Frank Laurent Coffee Roasters is a specialty cafe born and bred in Penang since 2015
and has everything a coffee enthusiast is looking for. Started humbly at Penang Udini Square
as a micro roastery café, Frank Laurent Coffee Roastery serves and specializes in roasting its
own coffee beans from different origins such as Brazil, Colombia, Kenya, Guatemala etc.
Picture 1: Frank Laurent Coffee Roasters at Udini Square, Penang
Aside from consumers, Frank Laurent Coffee Roasters supplies its own roasted bean,
to both consumers and cafe businesses. The roaster has also tapped into retail by selling
home use and commercial use coffee equipment as part of the business areas.
In terms of menu options, Frank Laurent Coffee Roasters served only light food such
as waffles, muesli, and cakes at the beginning. The menu was then expanded to include more
hot food options such as bagels, paninis, pastas, appetizers, and bites. Besides that, Frank
Laurent Coffee Roasters has added two sub-brands under its umbrella, which are Morley
Juice that sells cold-pressed juice and Frosley Gelato that specialized in lesser fat of frozen
desserts.
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Along the years, the roasters had opened few branches and joined pop-up store
collaboration with other brands. To the date of this writing, the roasters have four outlets in
Penang Island, and are extending their footsteps to Kedah with the opening of Sungai Petani
outlet and soon in the state capital, Alor Setar.
The marketing communication platforms that the roaster currently focusing are
website, its own Frank Laurent Coffee Roasters mobile application, Facebook, and Instagram.
On the website (https://franklaurent.com/), it introduces the services and retail of Frank
Laurent Coffee Roasters and indicates all outlet’s information such as address and operating
hours. The website has also added a new tab for online ordering and users will be led to a
new microsite called order.franklaurent.com to place their food online for self-pickup and
delivery. As for the mobile application, it is designed to be a more engaging platform with the
customers. As there are contest and reward redemption that can be done on the mobile
application, any latest promotion and announcement is notified via pop-up notification. Frank
Laurent Coffee Roasters also organizes coffee workshops on different brewing methods as
well as providing professional barista courses, be it group classes or one-to-one training.
1.2 Research Problem
2020, was a year with crisis and challenges, as worldwide everyone is fighting
against the same enemy, and the “fighting war” is still lasting until today. The enemy is no
longer strange in the community, it is the COVID-19 virus. The quick spread of the virus has
made World Health Organization (WHO) officially declared it as a pandemic on 11 March 2020
(Umair, Waqas & Faheem, 2020). In Malaysia, the local government enforced mitigation
measures in the mid of March 2020 due to the spikes in confirmed cases in the community.
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Two weeks of movement control order (MCO) was imposed from 18 March 2020 to 31 March
2020 initially and it had been kept extending till 12 May 2020, but business sectors were
resuming by stages since 13 May 2020 when the cases were getting lower.
After several months of fighting the virus, Malaysia recorded the first zero local
transmission case on 1 July 2020 (The Straits Times, 2020). However, the number of local
transmission cases bounced back after the Sabah state election in September 2020 and also
the neglect of standard operating practices (SOPs) by the public. The country went into the
second stage of MCO in January 2021 for certain states only, and a full lockdown is
implemented again from 1st June 2021 onwards to date due to the cases being on a new high
again.
The MCO served to reduce crowding in public space and flatten the curve of confirmed
COVID-19 cases. Therefore, activities that involve the mass are prohibited, education
institutions are closed, social activities are banned, businesses are disallowed temporarily
except for essentials such as supermarkets, public wet markets and grocery stores that sell
necessities. Undoubtedly, the food and beverages (F&B) industry are allowed to operate
during MCO. However, the pandemic impacted the industry as no dine-in is allowed,
consumers are encouraged to do drive-through and take-away instead. Lim (2020) discussed
that the reduction of footfall in the F&B industry during the pandemic has pushed the
foodservice operators to put more effort into executing change, from dine-in to delivery and
then to self-pickup. All these were speeding up, especially for the few prominent fast-food
chains, to create the from-table-to-home experience.
Sin, Lo and Mohamad (2021) discussed that consumers' behaviors have changed and
become more comfortable with food services that provide online ordering and delivery
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services due to the movement control and social distancing engagement during the pandemic.
A Nan Yang fusion modern coffee store located at Petaling Street, Kuala Lumpur was forced
to engage with a third-party food delivery service for the first time when the pandemic hit.
Alwin Chan, the co-founder of Luckin Kopi mentioned in a live webinar that his business is
located at the Golden Triangle of the city and has attracted the white collars of office buildings
nearby to have lunch daily prior to COVID-19 (Qlic Solution, 2020). The pandemic switched
Luckin Kopi’s business model from dine-in to online delivery service, with its own re-purposed
talents or outsourcing to third-party delivery service to make the business sustain in the midst
of hardship, as Luckin Kopi relied on footfall to the stores a lot.
However, not every business could sustain its business by engaging third party delivery
services. The food delivery service marketplace is flooded with different brands and
competing options, as well as with high commission charges which cause minimal margin for
the food businesses (Jacobs, 2020). Jalil (2020) reported that a lockdown forces businesses to
go online, and for those who don’t have the capital to pay high merchant fees to third-party
delivery services would go for their own mile in doing delivery.
The food and beverage industry worldwide are struggling. According to report by
Durai (2021), about 17% eateries in United States are forced to close since the onset of the
pandemic, while in Malaysia, a conservative estimation of 25%-30% of eateries closed their
doors due to the direct consequences of the pandemic. Following the total lockdown
st
announcement in the country on 1 June 2021, the country entered endless lockdown
restrictions especially at the heart of the country, Klang Valley was under Enhanced
Movement Control Order (EMCO) in July as the situation was getting worse. Former Prime
Minister, Tan Sri Muhyiddin unveiled a four-phase National Recovery Plan to chart Malaysia’s
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journey in fighting the pandemic. The transition of plan is determined by three key thresholds,
which are vaccination rate, daily cases, and the public healthcare system’s capacity (Yusof,
2021).
Based on the National Recovery Plan, the states that are in Phase 3 are allowed for
dining in and inter-district travel. However, merchants were not comfortable to resume to
the normal as the situation back in August were still worrying. On 14 September 2021, the
government announced to re-open more economic sectors with strict standard operation
procedures. The confidence of businesses bounced back higher when the adult vaccinated
th
rate reached 90% on 10 October 2021, at the same time that the government announced
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inter-state travel is allowed starting from 11 October 2021.
Although things have started to re-open, the president of Malaysia-Singapore
Coffeeshop Proprietors Association Wong Teu Hoon said eatery businesses are still slow to
pick up with the limitations of tables due to the rules and standard operating procedures, but
they are optimistic on the recovery and the return is better than those time where only take
away is allowed (Gimino, 2021). Meanwhile, Malaysia Consumer Index (MYCI) was once at
the lowest in the past two years, which was 92 points in the second quarter 2021 (Oppotus,
2021). The index figure recovered and recorded at 109 points in third quarter 2021 since most
of the states in Malaysia have moved into the third and fourth phase of National Recovery
Plan today.
According to the founder of Frank Laurent Coffee Roasters, surviving a cafe during the
COVID-19 pandemic has been 10 times tougher compared to the pre-COVID-19 era.
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The cost of running a cafe is high and there wouldn’t be much cash
flow in hand for day-to-day operation. The high cost of operation
includes rental, salary, cost of goods, and cost of disposal. When the
pandemic hits, it definitely has added the burden of operating costs
as the cafe has to spend on disinfectant and daily cleaning to ensure
the cafe hygiene.
For a cafe like Frank Laurent Coffee Roasters, the extension of MCO from March 2020
to May 2020 brought a sudden downturn in sales. Back then before the pandemic, its sales
had less than 5% in takeaway and delivery, the majority of the sales skewed towards dining
in. At the initial phase of lockdown, the public had the fear of going out, the total sales
dropped drastically. 30% of its low sales came from the takeaway, the rest came from delivery.
When dining in was allowed later, the dining rate bounced back to 85%.
1.4 Research Objectives
Anand (2020) reported that about 280,000 new businesses registered in Malaysia
between March and September, with fresh start-ups in the sectors of food and beverages,
online retail, fitness, and education. Registration of business in Malaysia is less of a hassle
now, but to sustain during this hard time is another story. Hence, this study would like to
understand the impact of the COVID-19 pandemic on the specialty cafe business in Malaysia.
With less footfall in the brick-and-mortar store, this study is also aimed to identify the
challenges and opportunities for the specialty cafe business landscape during the COVID-19
pandemic. A discussion with Frank Laurent Coffee Roasters revealed that there are a number
of cafes that started their business during the pandemic. Thus, this study would also study if
the mushrooming of new cafes poses an impact on the existing cafes. According to Frank
Laurent Coffee Roasters, consumers’ spending patterns changed after the pandemic.
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Consumers tend to look for something more affordable. Hence, this research would also aim
to identify the factors that will influence a consumer in patronizing a café. Aside, COVID-19
and the worldwide lockdowns trigger the turning point for digital transformation. Businesses
and consumers are “going digital”, services and goods are available at the end of fingertips,
the e-commerce share of global retail trade was also recorded at 17% in 2020, a growth of 3%
from 14% in 2019 (United Nation Conference on Trade and Development, 2021). Therefore,
this study’s objective is to examine how digitalization would help specialty cafe continue
towards business sustainability.
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2.0 Research Method & Design
Intensive
Desk Research Survey Interview
Interview
To achieve the objectives, two research designs will be adopted in this study, they are
exploratory design and descriptive design. In the research, Frank Laurent Coffee Roasters is
used as the subject of study. The aim of the study is to explore the phenomenon of specialty
cafe business landscape from the research subject. Wimmer and Dominick (2011) suggested
that exploratory research is intended to search for data indications, and it helps to answer
“what is happening” in a phenomenon. Thus, this research needs two methods under
exploratory research design to understand and identify the impact, challenges, and
opportunities of the specialty cafe industry during the pandemic.
2.1 Desk Research
The first method of exploratory design that is used to explore the struggles of the
specialty cafe businesses in Malaysia is secondary research, also known as desk research. In
this study, secondary research is conducted to achieve the first objective and to further
furnish the research results with real case studies on specialty cafe sustainability. Besides that,
the COVID-19 pandemic is no longer a new situation, there is a variety of research that has
been conducted globally especially regarding the food business and digital transformation.
With the aid of secondary research, this study will highlight the pandemic situation with
different perspectives and form a strong foundation for the study itself. As Hague et. al. (2016)
suggested, desk research usually helps to build a complex jigsaw from scattered information,
as desk research is a goldmine of intelligence that can be easily ignored by the researcher and
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proceed to survey research. Hence, it is useful in this study to help examine the cafe
businesses’ marketing environment, market size and structure to build a clearer foundation
of study before proceeding to other data collection methods.
Besides that, secondary research data would help to validate research problems of the
cafe business landscape in Malaysia, challenges of food businesses during the COVID-19
pandemic, business digital transformation and business strategies. To maintain the data
validity, all secondary data would be saved as a copy for further review. Most importantly,
the evaluation is vital to make the secondary data meaningful to the research. As Hague et.
al. (2016) suggested, the data validation should be cross-checked by using more than two
sources and also to understand the source and methodology of the data. The research shall
also integrate all data into a meaningful whole instead of scattered pieces of information. In
this study, the researcher will look for linkages and patterns that can be connected with other
sources of materials. This data collection method will be conducted before carrying out
primary research, to first build a foundation and concept to the study before the interview
and survey are conducted.
2.2 Intensive Interview
The second method of exploratory design that will achieve the objective is an intensive
interview. According to Wimmer and Dominick (2011), an intensive interview is generally
detail and contains a wealth of information. Hence, the intensive interview will be conducted
with the research subject, Frank Ee who is also the founder of Frank Laurent Coffee Roasters.
Frank Ee started his barista journey back in 2010 learning about specialty coffee from farm to
cup, coffee farming, processing, roasting, brewing, extracting and machinery. He founded the
first Frank Laurent Coffee Roaster in 2015 and opened over ten outlets or kiosks over the
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years; unfortunately, half of them has been closed down. Frank Ee is chosen as the subject as
he has more than 10 years’ experience in the Malaysia coffee industry and his experiences as
a start-up founder is believed to help in achieving the second and third objectives. He is
expected to provide an explanation of the cafe business phenomenon and elaboration of the
situation such as business impact, operation difficulties and new opportunities in the market.
As introduced in the previous section, Frank Laurent Coffee Roasters has stepped into
digitalization by engaging online ordering system and mobile application. Therefore, intensive
interview session with Frank Ee would also help to understand the role of digital in specialty
café business. Following Mann (2016) guideline, an interview has been categorized into three
different degrees of structures, they are structured, semi-structured and unstructured.
A structured interview usually is prepared and piloted before the interview; a semi-
structured interview would often rely on a guide but there is room for further discussion
during the interview; while an unstructured interview relies on a few key open-end questions
and interviewees are encouraged to talk at the length that significance for the research. In
this study, the semi-structured interview will be conducted with Frank Ee by providing him
with a list of main questions. The rationale behind this is semi-structured interview has a
sense of reassuring structure and no pressure to stick to a pre-set script as structured
interviews. Most importantly, the subject interview will have more room for discussion and
more expansion of responses will be obtained as the semi-structured interviews are less
formal, non-directive and conversational (Mann, 2016).
The list of questions guide is drafted according to the Interview Refinement Protocol
Framework by Castillo-Montoya (2016). According to the framework, there is a four-phase
process before conducting the interview. First of all, the interview questions need to be
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aligned with the research questions and objectives, in this case, the interview questions to
Frank Laurent Coffee Roasters will cover the three research objectives which are i) the impact
of pandemic on businesses, ii) the opportunities and challenges as a specialty café and iii)
digitalization strategy for café business sustainability.
Then, the interview questions will be designed into four categories, starting from
introductory questions, transition questions, key questions and closing questions as part of
the protocols to prepare an inquiry-based conversation. Before testing out the questions, the
list of questions will be submitted to supervisor for review to make sure the structure of
questions is good and smooth in transition, questions are designed without judgmental, no
double-question in one sentence, the length of interview questions in appropriate and easy
to comprehend. Then, the interview questions will be tested before real interview session to
be conducted.
Type of questions Context
Introductory Questions - Checking on the changes on business before and
after the pandemic
- Observation on the changes of consumers
spending behavior
Transition Questions - To understand the opportunities of a café
business
- The challenges of running a specialty café
Key Questions - The opportunities of café businesses other than
serving coffee
- Strategies for business sustainability
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- Digitalization approach to sustain the business
Closing Questions - The coffee industry in the post pandemic
- Consumer’s knowledge and acceptance towards
the specialty coffee
Table 1: Construct of Interview Questions with Frank Laurent Coffee Roasters
2.3 Survey Study
Aside, a descriptive research design will be also adopted in this study. According to
Dulock (1993), descriptive research serves the purpose of describing a fact, illustrating a
phenomenon, discovering new meaning, and identifying associations and relationships
between selected variables. To apply in this study, the descriptive research design is adopted
to discover the factors that influence consumers on patronizing the chain and specialty coffee
stores, especially in the pandemic era. The result of the research may suggest Frank Laurent
Coffee Roasters adjusting their offers to consumers.
Survey population and sampling
In the study, the sample for the survey will be selected based on convenience sampling
method. Convenience sampling which is part of the non-probability sampling doesn’t follow
the guideline of mathematical sampling. Convenience sampling is also known as non-
probability sampling that is a data collection method from readily accessible subjects
(Wimmer & Dominick, 2011). The data collection focuses on the population that is Malaysian
adults 15 years old and above who drinks coffee. The survey questions will be asking questions
related to coffee drinking, coffee spending in-store as well as online. Therefore, the
population of the survey focuses only among coffee drinkers who are aged 15 years old and
15
above. The minimum number of respondents was expected to be 200. In this research, this
sampling method would help to draw the conclusion from the survey results without biased
as each subject selected independently of the other members in the population. The reason
being of setting the sampling criteria and method is to reduce the restrictions on the criteria
and increase more participations from wider samples.
Survey instrument
The respondents’ feedback helps to explain what consumers value the most in a cafe
business. To achieve the aim, a survey questionnaire is an ideal option. Due to the pandemic
and contactless practice, an online survey will be conducted. The online survey will be both
cost and time-efficient and able to provide market measurement (Hague et. al., 2016).
The questionnaire design is drafted as below:
Section Question Type Item
Demographic & - Classification & Behavioural - Gender
Psychographic Question
- Age
(Close-ended Questions)
- Occupation
- Income Level
- Coffee drinking
consumption
- Cafe patronizing frequency
- Cafe patronizing budget
range
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Patronizing factors - Attitudinal Questions - Construct development for
to the preferred items that cover menu
(Likert Scale Options)
type of coffee options and quality, café
stores interior and cleanliness,
customer service and
overall ordering
experience, reviews, and
media coverage,
Instagrammable
Online Delivery - Attitudinal Questions - Construct development for
Behaviour from a items that cover menu
(Likert Scale Options)
Cafe options and quality, overall
ordering and delivery
experience, convenience of
online delivery services,
brand familiarity, e-WOM/
online reviews
Consumers’ - Attitudinal Questions - Construct development for
Expectations and items that cover food
(Likert Scale Options)
Recommendations delivery, menu options,
promotions, pricing,
cleanliness, retail
Table 2: Construct of Survey Questions
The questionnaire is mainly divided into three sections (See the Appendix 12 for the
full survey questionnaire). The first section is to identify the profile of the respondents and
their behaviour on coffee drinking and café spending. According to Vyncke (2002), lifestyle,
activities, interests, and opinions (AIO) approach helps to make sense of what people do, why
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they do it and what it means to them and others. In the survey questionnaire, there are
questions asking on the respondents’ coffee drinking behaviour such as how frequent they
drink; their interest and preference like how they like their coffee do being served and
opinions on what specialty coffee means to them. This approach helps to segmentize the
respondents into several homogenous groups with similar interests, needs, and desires which
makes target marketing easier and more accurate.
The second and third section mainly explore the factors that will influence consumers
to patronize a coffee store and ordering coffee online. Hauge et. al. (2016) suggested that the
Likert scale works well in attitudinal questions. Although the Likert Scale can only illustrate
the likelihood of behaviour, it is still useful to show who are the targets of a particular market
or product. Each question will be measured with the Likert Scale anchored by 1 – Strongly
Disagree to 5 – Strongly Agree. The four section is designed to study the customers’
expectation towards a cafe business during the pandemic and seeks feedback from the
respondents on what are their suggestions for the cafes to refine the business offerings and
strategies. It is also applied by questions with Likert scale options and open-ended questions
for respondents to further elaborate on their expectations.
After collecting data from the survey, another round of interview will be conducted
with Frank Laurent Coffee Roasters to further discuss on the insights collected from the
consumers. This step is to share with Frank Laurent Coffee Roasters about the opinions of
coffee consumers to ensure the marketing strategy is planned based on the customers’ needs
for business sustainability.
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3.0 Discussion
This section will discuss the findings and data collected from both interview and survey
to address the research objectives.
3.1 Impact of COVID-19 pandemic on the specialty café business in Malaysia
According to Frank Ee, it is noticeable that consumers have changed their spending
behaviour in the post pandemic period. Back to the time when COVID-19 was yet to hit the
country, consumers were willing to spend more in a café, such as a cup of coffee plus a piece
of cake for one pax. However, he observed that consumers are looking for more affordable
deals after COVID-19 time, as the economy is slowing down. This has caused consumers to
just spend for a cup of coffee per one-time purchase or visit to a café. This very many tallies
with the feedbacks from the customers. Based on the results collected, half of the
respondents spends below RM20 per visit to the café, which is somehow equal to the price
of a cup of coffee in café. In the expectations part from the questionnaire, consumers agreed
that café businesses should provide more deals to them, and businesses are aware of it, just
like what Frank Ee has noticed from the consumers’ behaviour.
3.2 The challenges and opportunities for the specialty cafe business landscape during the
COVID-19 pandemic
From the conversation with Frank Ee, businesses faced challenges due to the
pandemic especially specialty cafés that actually run with low cash-flows. According to him,
running a café during pandemic was ten times tougher than pe-pandemic time. There was a
downturn of customers as the café heavily depended on dine-in back then. Although the sales
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slowly recovered, the specialty café faces another threat – mushrooming of new cafes in the
industry.
The entry of opening a café is considered low which caused there are a lot of players
joining the battleground when COVID-19 hit the nation. Due to this, the existing café
businesses including Frank Laurent Coffee Roasters were affected when the consumers were
spending their quota on the newly opened cafes than those existing one. However, Frank Ee
sees the consumers trend for a new café is like a curve, the crowd will slowly go down and
back to normal when it reaches the peak. Therefore, he has his own views on how to turn the
pandemic into opportunities.
From his point-of-view, cafe owners should start doing new invention that is beyond
the existing menu. As the sales are coming from delivery and takeaway after the pandemic,
Frank Laurent Coffee Roasters started to put more focus in catering the takeaway and delivery
community. They have developed menus and products that are meant for quick serving and
on-the-go to maximize the “home café experience”, rather than just presentable food and
coffee which are mainly designed for dine-in.
Other than menu crafting, Frank Ee agreed that the coffee market demand is still low.
Rather than keep pushing promotion and fighting for sales from the competitors, he
suggested that it’s better to grow the coffee market and educate more consumers to drink
coffee. In this way, only the over-supply of coffee (cafés) can meet the market demand. Based
on the data collected, respondents do not really understand what specialty coffee is.
Therefore, Frank Laurent does see the importance of incorporating coffee workshops in the
business models, to educate the consumers the knowledge behind a good cup of coffee.
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3.3 The factors that will influence a consumer in patronizing a café
Noticing the trend of café is skewed to Instagram-worthy architecture and design,
Frank Ee explained that it is an important factor to attract customers when a café is new to
market, because interior design is easier to craft compared to menu and service quality.
However, he added that there are other significant factors to make the customers come back,
such as menu, service quality and environment.
However, he sees that chained coffee store does have some attraction points to gain
the consumes base. For chained coffee store namely Starbucks Coffee and The Coffee Bean
and Tea Leaf, there is quality control system and the ability to build their presence across
locations that actually retain the loyalty of the consumers. In Frank Ee’s opinion, consumers
may go for specialty café when they would like to have something different or new, while
chained coffee store is more suitable for those who are looking for space and internet
connection for work.
In contrast with the view of Frank Ee, respondents from the survey agreed that menu
option, food and coffee quality are the most important factor among the rest when they
choose a café. While café interior and the cleanliness are more significant to female
customers as well as the Instagram-worthiness.
When comparing the overall mean value, customers service and overall ordering
experience are significance for the respondents. According to this statement, Frank Ee agreed
to this, and he added that the employees or baristas should have been trained well before
they can communicate with customers, especially when they are slowly moving into digital,
employees’ assistance for customers experience are very much concerned.
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As suggested by T-test findings, quality of coffee has higher significance for consumers
to choose a specialty café over the chained coffee store. However, they will choose a chained
coffee store over specialty café for the architecture design as well as pleasant food
presentation. This has served as a guideline for specialty café to focus on the details that can
help in winning customers, presentation is as significance as the quality.
3.4 Digitalization for business sustainability of specialty cafe
Regarding digitalization, Frank Laurent Coffee Roasters has moved into its own e-
commerce retail and mobile application development, aside from the usual content
marketing on social media and engagement with third party delivery. According to Frank Ee,
the idea behind the technology adaptation in Frank Laurent Coffee Roasters was to promote
the practice of cashless payment and community engagement.
The roasters see some leaders in the industry as role model, inventing mobile
applications to turn customers into the users of mobile application to enjoy some exclusive
deals and rebates. Besides, mobile application that comes with push notifications helps to
keep the coffee community with latest updates and promotions. As of the time of interview,
the mobile application of Frank Laurent Coffee Roasters has accumulated nearly 10,000 users.
This technology adaptation aims for community growth and engagement.
Although Frank Laurent Coffee Roasters offers its own delivery service in addition to
partnership with Grab Food and Food Panda, the results do not positively support their
delivery service. Frank Ee has mistakenly assumed that customers are less willing to pay for
high delivery surcharge of Grab Food and Food Panda. However, the respondents from the
survey preferred third party delivery services than the café’s own delivery service.
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Aside from this, Frank Laurent Coffee Roasters’ move into digitalization includes
content marketing on social media. The content is less sales-oriented, but more to the tone
of casual and lifestyle content to share with the audiences of what is happening in Frank
Laurent Coffee Roasters. Frank Ee added that they run Facebook advertisement periodically
when there is a new product launching, but limited the geographical targeting to only
Northern region, where most of the outlets located.
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4.0 Strategies & Tactical Plan
Based on the findings, these are the summary of the insights:
i.) Consumers have very low understanding on what is specialty coffee and they always
associated specialty coffee with expensive and premium coffee.
ii.) Consumers have decreased their spending on coffee in the post-pandemic era,
averagely RM 20 per visit
iii.) Frank Laurent Coffee Roasters are competing with the new opening of café players, and
they were restricted when dining in were not allowed during lockdown period
iv.) Frank Laurent Coffee Roasters took the pandemic as the golden opportunity to develop
menu that cater “to-go” and maximize the “home café” experience
v.) Menu options and quality on food and coffee are very much concerned by the
respondents.
vi.) Frank Laurent Coffee Roasters only do some content marketing on the social media
and boost the social media ads on seasonal basis, especially when there is new
product launching.
Therefore, three strategies that come along with tactics will be recommended to address
the research gaps above.
To maximize To strengthen consumers
To build knowledge base
brand visibility engagements
•Facebook Integrated •Programmatic Digital •Planning for Content
Planning Out-of-Home (pDOOH) Series
-Visual Cupping Session •Spotify Audio Ad •Integrate Partly
Livestreaming •Google Advertising Automated Chatbot
-Launched Facebook •Waze Advertising •Revamp the mobile apps
event and boost and website design
Facebook ad
•Deliver cupping taster Kit
24
1. To build the knowledge base
Due to lack of knowledge on specialty coffee among the consumers, one of the best
ways to improve is via cupping session. Cupping session is usually first introduced in coffee
education, for an individual to identify the difference of coffee that vary from cultivars or
country of origins. Hence, a cupping session is included into the strategy plan for Frank
Laurent Coffee Roasters to educate the consumers. This is to make the consumers have more
understanding of what is served in their cups so that they are willing to spend more and
appreciate the coffee. In this post pandemic era, cupping session is recommended to be
conducted online, via live streaming. From promotion to execution, all are planned to use
Facebook Integrated Planning as the flow below.
The campaign will be kickstarted by launching a Facebook event posting and include
the event details. The event detail and theme are planned to relate the education with a
journey and travel, for those who plans to attend the cupping session can ride on the tasting
journey to the coffee from different origins (Refer to Appendix 1). Similar theme will be
applied on the visuals for Facebook Advertising but in 2 different copies and approach for
Facebook A/B testing purpose. By engaging in Facebook A/B testing, it is allowed to have 2
sets of variables like audience targeting and placements on 2 sets of creative. Therefore, the
performance between 2 sets of creative and strategies will be compared and used it as a
guideline to improve in future campaign (Refer to Appendix 2).
Cupping is not complete without tasting the coffee for real. Even though the session
is planned to be carried out via live streaming, the audiences can opt to purchase a cupping
25
taster kit that have been designed to allow them to do the cupping session simultaneously,
together with the host on the day of live streaming. The ideation of the taster kit is taking the
audiences to the coffee travel journey, starting the journey when they unbox the taster kit,
ready to take off the journey with a personalized boarding pass that served as a message card,
and landing on coffee farms of different country origins via the grounded coffee for tasting
(Refer to Appendix 3).
The taster kit is designed for sensory marketing that can be seen, touch, smell, and
taste. The unboxing experience will begin from seeing a message card, touching the items
provided in the kit such as paper cup printed with coffee’s country origin, smell the grounded
coffee, and taste it after adding in hot water. By considering sensory marketing in the kit
design, it will strengthen the connection between the receiver and sender (Frank Laurent
Coffee Roasters) and winning the customer’s attention as well as trigger the excitement of
joining the virtual cupping session (Refer to Appendix 4 & 5).
On the day of virtual cupping session, baristas from Frank Laurent Coffee Roasters will
conduct the live streaming by showing the step-by-step to perform a proper cupping session
using the items in the kit. Audiences can ask question immediately on the live streaming room
or scan the QR code on the message card that inside the kit to leave down their questions.
26
2. To maximize the brand visibility
Frank Laurent Coffee Roasters is fighting so hard for consumers to remember their
brand as they are competing for the eyeballs with big names on delivery platform and new
cafes that are opening in town. Other than that, they need exposure for their new menu
especially those that cater for home café experience. Few integrated tactics are
recommended in this strategy.
➢ Programmatic Digital Out-of-Home
As per the findings, Frank Laurent Coffee Roasters face the rising threat from new café
businesses in Penang. This suggests that brand visibility is needed to create mental availability.
Sharp and Romaniuk (2015) talked in the book “How Brands Grow 2” about the success of a
brand partly to be derived from the increase of competitive spaces and the brand’s ability to
be mentally and physically available for consumers. Since Frank Laurent Coffee Roasters is
slowly expanding the physical availability by extending the locations out from Penang, the
mental availability for consumers to recall the brand name should also be paralleled with the
physical availability, especially during the moment of purchase.
The first tactic that is mapped under this strategy is leveraging on programmatic digital
out-of-home (pDOOH). This pDOOH is the first in Malaysia that was launched by the legacy of
outdoor media vendor, Seni Jaya Corporation that revolutionizes the execution of out-of-
home media. It is highly recommended for Frank Laurent Coffee Roasters due to its location-
based targeting for optimal relevancy as well as long hours on the road for high exposure
because the visual will be played via a digital screen that is topped on e-hailing cars. New
Straits Times (2022) reported that the pDOOH has adopted cloud systems and artificial
intelligence that is flexible to push the advertisement content based on the customization of
parameters such as location, traffic, weather, time and etc.
27
Due to this flexibility, Frank Laurent Coffee Roasters can consider triggering the
advertisement when the e-hailing cars are near to the physical stores of Frank Laurent Coffee
Roasters, during lunch and dinner hour. While for the content angle for advertisement, it is
suggested to include the elements of menu options to remind the audiences and to address
the consumers’ concern when visiting a café. The 15-second asset that has been planned
highlights the coffee, meal and dessert menu that are available under one roof and ended
with a call-to-action phrase (Refer to Appendix 6).
➢ Spotify Audio Advertising
Another tactic that is proposed under this strategy is Spotify Audio Advertising. Audio
advertising is more mainstream when we talk about radio advertising. However, Spotify
allows customization in targeting parameters that is more ideal for Frank Laurent Coffee
Roasters compared to radio advertising which is more nationwide and mass targeting. By
leveraging on the Spotify platform, Frank Laurent Coffee Roaster is recommended to do
location targeting on the platform based on the store location. It is advised to include a further
loading for the audio advertising such as interest in café or coffee inspired playlists. By doing
so, the audio advertisement will be serving to those ad-supported users who have specific
interest and in certain locations. This is also to ensure the targeting is accurate and cost
efficient.
While for execution idea for this audio advertising, it is planned to go for a 30-second
audio which is also the optimal length for Spotify audio advertising. Another thing that made
Spotify audio advertising stands out from radio advertising is the call-to-action button on the
device’s screen that can convert audiences’ action immediately. In the case of Frank Laurent
Coffee Roasters, it is planned to direct the audience to the download site of its mobile
28
application because it is the main call-to-action that has been scripted. Complete script for
the audio advertising is as below:
The script ideation is consistent with the tactic of pDOOH, to highlight the main
offerings of Frank Laurent Coffee Roasters and its availability for every moment in life when
needed:
Audio Production:
https://drive.google.com/file/d/1FTWtN9FsNik0MWnEav6GaSdH3FK6XfnC/view?usp=sharing
Scripts BGM
Waking up in the morning Voice Over & Alarm sounds
Stuck in the traffic Voice Over & honing/ traffic sounds
Energizing with a sinful meal Voice Over & cutlery touching sounds
Crafting a home café Voice Over & Water boiling/ Brewing sounds
Frank Laurent Coffee Roasters celebrate your
every life moment Voice Over & Instrumental Music
For more surprises Voice Over & Instrumental Music
Check out franklaurent.com or find us on Google Voice Over & Instrumental Music
Playstore and Apple Store
Unique experience only at Frank Laurent Coffee
Roasters Voice Over & Instrumental Music
➢ Google Advertising
Other than creative idea, Frank Laurent Coffee Roasters is highly recommended to
included hygiene tactic like Google Advertising to catch the attention and maximize the
brand’s exposure. In time for the opening of state border and inter-state travel, Penang has
become one of the top-rated vacation places. Café hopping is also on most people’s checklist
during vacation. Therefore, it is suggested that Frank Laurent Coffee Roasters can engage in
29
Google Advertising so that the brand can rank at the top of search results when audiences are
searching for “Best Café in Penang”. The goal of search marketing is about converting the
audiences into purchase, but it is also able to extend the brand’s exposure beyond
geographical locations, one can get to know about Frank Laurent Coffee Roasters through
search without physically being in Penang.
The plan is to run 2 different copies on the Google advertising by highlighting the main
offerings provided by Frank Laurent Coffee Roasters and different call-to-action button that
leads to different landing page. This is also to test which copy perform better by driving more
traffic as well as learning about the potential customers. The first copy will emphasize on the
café positioning of a specialty café while the second copy will highlight the menu and services
that are available (Refer to Appendix 7).
➢ Waze Advertising
Waze is known for its crowdsourced navigation platform, but little did people know
its marketing ability. By integrating with its own database, Waze is able to do location
targeting which helps to promote a brand’s presence in the dynamic of traffic. In Malaysia,
Waze advertising is more common to be used by big brands such as McDonalds and Shell
petrol stations to drive the consumers to the purchase when they are on the road. However,
it is actually the playing field for small-medium enterprise due to the cost-effective and
flexibility.
Llamas (2019) reported in Marketing Interactive that Waze advertising can point the
drivers on the road to the designated path in real time and connect the driver to a service he
might need, says a coffee break on a sunny day. This tactic is considered as smart targeting
because the advertisement will be reaching those on-the-go consumers at the critical
moment of influence which is also at the last-mile of consumer journey. Frank Laurent Coffee
30
Roasters is recommended to apply this tactic in the upcoming plan to drive the consumers to
the physical store and drive business results after the advertisement is served.
In this planning, Pin-Ad of Waze is recommended. It is served like a store sign to inform
and remind the customers that Frank Laurent Coffee Roasters in on or near their route. The
visual is planned with sales-oriented message to encourage purchase (Refer to Appendix 8).
31
3. To strengthen consumers engagement
Based on the observations, there is something lacking within the existing platforms
that are used by Frank Laurent Coffee Roasters. The table below shows the breakdown of
the issues in more specific terms and tactics that are designed to address the issue:
Platform Issues Tactics
Social Media ▪ Less interactive content as ▪ To design content that
they are more skewed to focuses on interaction in
storytelling not about sharing series
Website ▪ Less informative as some ▪ Revamp website with
webpages appeared as not more information, from
available homepage, company
▪ Not visually pleasant due to background, services to
the inconsistency in font and the outlet locations
picture sizes
▪ Less user-friendly as it can be
improved better in terms of
navigation
Mobile Application ▪ There is no chat or contact ▪ Incorporate Chatbot
button
▪ Suggest including online ▪ Revamp the mobile
ordering into the apps instead application with in-apps
of going to external side ordering
➢ Social Media Content
The current look and feel for Frank Laurent Coffee Roasters’ Instagram and Facebook
feed are more brand-centric, the postings are not much away from sales, promotion, outlet
operating hours and menu. It is nothing much for the consumers for the interaction, hence,
the overall image for the brand is slightly unapproachable. Therefore, it is commended that
Frank Laurent Coffee Roasters should include interaction elements in their content to show
32
the brand’s appreciation towards the customers and also take this opportunity to understand
what matter and resonate the most to the audiences. The content is planned in a series to
create a sense of excitement and anticipation, so the audiences are willing to keep on
participating.
The idea proposed is the series of Ask my Barista. The series is planned to on-going for
about 6-8 weeks (once a week), by featuring different baristas from Frank Laurent Coffee
Roasters in different week. Audiences can ask the barista of the week any questions, through
the template that design, and Frank Laurent will be answering the questions in different ways.
It is either through email contact that collected from the questions before, or conduct an
Instagram live-streaming to answer the questions while doing some coffee brewing
demonstrations, or even through the text of Instagram stories and pin them on Instagram
Stories highlight once it is expired after 24 hours (Refer to Appendix 9).
➢ Website Revamp
The current website of Frank Laurent Coffee Roasters has not much of information
and is not visually attractive as well. There is a need to revamp because it can help in the
search optimization. To perform great in Google advertising, it should be paired together with
informative website that helps to generate traffic from keywords. Hence, the website is
recommended to split into main 5 sections: Home Page, Brand’s Story, Services, Outlets
Locations and Apps Download link.
The design of the webpage will retain the brand identity of Frank Laurent Coffee
Roasters, the overall look and feel remain in black and white. While for the webpage idea,
audiences will be landing on the homepage and welcomed by a brand’s video, a short
description of the brand, featured items and external links to newsletters sign up, blogs, and
social media site. The brand’s story and services are adopted from current version of Frank
33
Laurent’s website, but with more information such as the founder’s start-up journey, the
team behind the brand and the extensive details of each service area etc. The outlet location
page’s ideation is to be presented in a more clean and tidy way compared to current Frank
Laurent’s site, and one can be directed to the location by opening the navigation applications
when they are clicking on the outlet’s name (Refer to Appendix 10).
➢ Chatbot
Currently there is no contact button on the mobile application of Frank Laurent Coffee
Roasters and its Facebook Messenger still rely much on the manual reply from the staff. It is
a priority for the brand to incorporate chatbot into the key platforms to ensure interactions
become available most of the time. Cheng & Jiang (2021) explained that artificial intelligence
(AI) powered chatbot will develop an instant and dialogic interactions between the
consumers and brands and may take control of certain decision-making processes. Hence, AI
chatbot can help Frank Laurent Coffee Roasters to help in segmentizing the online traffic to
different segments of the design. However, it is not recommended to do fully automated
chatbot as human touch element is still important, with the help of AI-chatbot, real human
only come in to provide support when needed.
The plan is to design the map of chatbot journey into five main segments:
i.) Order Tracking: For the user to track the online order either island wide instant
delivery or nationwide parcel delivery as well as to lodge the complaint for missing
order.
ii.) Frank Credit: This is applicable to their mobile applications users to track the credit
and reward that collected from previous purchases, as well as some complimentary
rewards.
34
iii.) #askmybarista: This segment is served like asking the baristas questions, like one will
usually do in front of the counter or bar of the café. It has segmentized further into
menu browsing, social media platform review, reservation, and manual question
asking site.
iv.) Store Alert: It acts like an announcement board that display the latest offer and news
of Frank Laurent Coffee Roasters. The announcements are followed by a call-to-action
to convert the viewers in paying customers.
v.) Frank’s Assistant: This segment is mainly a manual question asking segment, one can
leave down the questions and wait the customers support to revert. He can opt for
phone call if in hurry.
Visualization of the chatbot can be viewed via here:
https://drive.google.com/file/d/1M6RYnWYUzAHqrk54ywLVY7FveQF2i8sb/view?usp=sharin
g
➢ Mobile Applications
The biggest issue in the mobile application is the weak user experience as its online
ordering service is not done in-apps. The in-apps experience is significant to make one feels
valuable using the mobile application and it is beneficial to them. Furthermore, leading to
external site from the mobile application itself seem less secure and convincing to continue
the ordering.
Therefore, the flow of online ordering is designed for Frank Laurent Coffee Roasters
to consider. It starts from detecting the ordering location, and then the system will suggest
the nearest Frank Laurent Coffee Roasters to optimize the delivery fees. Then, the users will
proceed to add the food and beverage option into the cart, and able to review the order
before checking out. The user will be prompted to fill in delivery details or a saved details on
35
the mobile application and place the order by doing online payment. The online order tracking
can be done in-apps as well, similar to the flow on a food delivery platform (Refer to Appendix
11).
36
5.0 Timeline & Budget
The estimated media budget for the proposal is about RM 1.26 million for the
execution in full year of 2022, by stages. It is recommended that Frank Laurent Coffee
Roasters to prioritize on the website and mobile application revamp as this will need to pair
together with Google advertising for optimization.
In terms of evaluation for the tactics’ effectiveness, it can be categorized into below:
Platform Measurement Improvement
Facebook Integrated - Conversion Rate of the - As this is one-time event,
Planning Facebook Ads evaluation can be made from
- Viewers of Facebook different aspects and study what
Livestreaming enhances the tactics and what
- Number of taster kits that does not.
sold - Since Facebook A/B testing will
be conducted, the findings will
suggest the implication for next
Facebook Ads campaign
- Conversion rate and viewers on
Facebook live will provide
information on what to
recommend the consumers’
interest in next campaign
37
pDOOH - Impression Buy - The fluid experience of the
platform enables optimization of
the results anytime by controlling
on the self-serving platform
Spotify, Waze & - Although the objective - These platforms are flexible to
Google Advertising is for impression, the pause and resume for KPI
buying model is optimization.
focusing on the lead - The beginning period served as a
conversion. trial period to test the
effectiveness of the copy, visual
and keywords.
Content Series - Engagements - The content will be done in-
house, and no external cost
applies. However, the best
indication will be the responses
in the post-campaigns.
- Responses can help to suggest
the particular idea to remain or
otherwise.
Chatbot - Number of Chats - As the chatbot is paid for certain
- The number of button number of chats, the
actions effectiveness of the investment
can be measured via the number
of users who utilize the platform
and how well they are navigating
the chatbot.
38
6.0 CONCLUSION
Coffee culture in Malaysia has been reflected by the kopitiam and mamak stalls back
then. The urbanisation changed the consumers’ coffee consumption and coffee becomes an
artisanal product more than an energy drinks. The niche specialty coffee market has a growing
trend in Malaysia when local independent coffee brands are mushrooming especially in the
city like Penang, Klang Valley and Johor in recent years. However, this is also signifying that a
brand is competing with one another when the supply is more than the demand and
consumers are conserved the spending on specialty coffee in the post-pandemic era. This
scenario is also derived from the low consumers knowledge on the specialty coffee which
causing them has low appreciation towards the coffee. For a growing brand like Frank Laurent
Coffee Roasters, they are struggling to compete with other competitors in the battleground
when the business was hit by COVID-19 pandemic. Therefore, an integrated marketing
communication plan is outlined to help Frank Laurent Coffee Roasters to address the issue of
consumers knowledge and high competition. The plan is strategized based on the consumers
research findings as well as the insights from Frank Laurent Coffee Roasters. Stepping into the
third year of COVID-19 pandemic, consumers spending behaviour has switched as well as the
media behaviour. In order to achieve the strategies, the brand should be visible to the
audience in both online and offline presence. Hence, the strategies and tactics in the plan
above are recommended for Frank Laurent Coffee Roasters to target the right audience
regardless on the device or on the road at the best timing, with affordable investment.
39
7.0 References
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8.0 Appendix
▪ Facebook Integrated Planning
Appendix 1
Appendix 2
44
▪ Coffee Cupping Taster Kit Design
Appendix 3
45
Appendix 4
Appendix 5
46
▪ Programmatic Digital Out-of-Home
Reference 6
(External Reference: https://drive.google.com/file/d/1urv5QAHfjlrNZLPltlEiNQO-
FyCtKmb4/view?usp=sharing)
47
▪ Google Advertising
Reference 7
▪ Waze Advertising
Reference 8
48
▪ Content Planning Sample
Reference 9
49
▪ Webpage Idea
Reference 10
50
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