In
line with Singapore’s growing affluence, café culture
has developed from being just a source of a quick refreshing
drink to a lifestyle habit where friends & taste are important
elements. The new age cafés are an indispensable
part of the Singaporeans’ lifestyle.
With most of them offering wireless connections, power sockets
for laptops and better reading material, cafés will continue
to see growth in number of people visiting and also the amount
spent in there.
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Singaporeans
have caught on the Café Culture, evident by the number
of cafés sprucing up all over the island. In every popular
shopping mall,
there will be at least two branded cafés. It
is not surprising that more than half of the population frequent
cafés and the figures are likely to increase.
Source:
insightsDNA Singapore 2005
Base: All Café Goers (Pop: 937K)
Singaporeans
love to 'hang out' with their friends, relaxing over a cup of
coffee, catching up with friends over the weekends. Singaporeans
are also particular about how their food and drinks taste. These
attributes are seen by how they ascertain the appeal of a café - by the taste
and
whether it is a nice place to hang
out with friends.
The
top 3 favourite cafés of Singaporeans are Coffee Bean,
Delifrance, Starbucks, of which two are American chains. Coffee
Bean and
Starbucks are most ubiquitous and are well spread over the island.
Delifrance in the past year had upgraded their offerings and
service, increasing its appeal.
Source:
insightsDNA Singapore 2005
Base: All Café Goers (Pop: 937K)
The
Coffee joints are aggressively promoting their drinks - having
'special' concoctions all around the year, riding on different
seasons. In the past, 'special' drinks were only pushed during
Christmas. Coffee attendants are also trained to quote the bigger
sizes whilst taking orders. Many cafés are also increasing
their range of food, giving more variety
to the
consumer.
With
these
efforts,
Singaporeans
are spending an average of $12
per visit. With S$12, it will constitute a cup of coffee and
a piece of cake/ sandwich.
Source:
insightsDNA Singapore 2005
Base: All Café Goers (Pop: 937K)
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Insights
DNA also provides a wealth of information such as the appeal
of the
various brands, the effectiveness of various media including brochures etc.
This
base of information will make media planning much more aligned to marketing
needs. |
