Suzuki Cafe, Causeway Bay

Brand experience encompasses various design elements, product offerings and service performance within a service outlet. Suzuki Café, a typical Japanese fusion café situated near a busy intersection behind Times Square, is a good example of this in its integral design elements and product offerings. When I talk about design elements, I refer to all the visible and tangible components inside the store, such as the menu, furniture, lighting, food and display boards. It is through these elements that the outlet defines its market segment and positions the brand.

The target market:

The following support my conclusion of the female 20-40 white collar target market segment:

• Primary shapes in used in designs (simplicity)
• Pastel colours in menu (girls soft pallete, easy on the eyes)
• Colourful beverages in tall curvy glasses (topped with whipped cream and drizzle of syrup)
• Range of colourful food in manageable portions

*note the multiple use of the word “colour”

Product choice and selection:

• Breadth and depth: Limited breadth but large depth, demonstrated by the range of cakes with Asian flavours such as green tea, chestnut and wild fruits

Price:

I decided to make a table in order to make it this study relevant and comparable. This table can also be used by Woo for his additions. (note to Woo)

Name	Location	Drink/Dish	Price	Quality	Date	Remarks	Author
Suzuki Café	Causeway Bay	Iced Milk Maccha	$36	Fair	28.06.09	Self add sugar syrup	WF
		Strawberry cake	$24	Fair	“ “	Soft, light	WF
		Lavender, green tea	$30	Poor	“ “		AP

Competition:

• The place is a pleasant escape away from the crowds in Causeway Bay. It is also the main competitor of its neighbor Café Habitu, one of my favourite weekend wifi getaways.

A full market analysis takes too much time, you’ll have to pay me for that. (email me at wfung84 at gmail)

*Disclaimer: Please note that this review is time sensitive and is subject to author's discretion.