Professional Documents
Culture Documents
Mahesha Jayaratne
Culture, Creativity, and Cities Capstone Course | Dept. of Sociology | University of Toronto – Scarborough
1265 Military Trail, Toronto, Ontario M1C 1A4 Canada
Findings
Accessibility Stability
The city of Toronto is commonly associated with large Stability predicts which coffee shop is more likely to
crowds of people continuously commuting through be successful. Independently owned coffee shops lack
foot, walking from one destination to the other. The stability due to their higher level economic insecurity
central core of the city is the most occupied space for in comparison to franchised coffee shops. Independent
the business district and leisure activities. Since the businesses often are displaced once more established
main source of mobility is through foot, city planner businesses emerged, it becomes difficult to compete.
chose to have several franchised coffee shops close in For example, the Coffee Lab is changing locations
proximity, so consumers are able to have access to because they got evicted from their recent rented
their daily coffee. Franchised coffee shops offer free space. However, franchised coffee shops are less
access to Wi-Fi and operates in longer hours in likely to be displaced because they are more likely to
comparison to independent coffee shops. Several own their property because they have the capital to do
independent coffee shops in our study operated from so.
7am to 5:30pm. This makes franchised businesses
more attractive as their flexibility reaches a larger Inclusivity
audience than independent coffee shops. Franchise and independent coffee shops share
contrasting social worlds. Independently owned coffee
Recognition shops try to take on an innovative twist to differentiate
Marketing is a crucial step in building brand awareness themselves from other independent coffee shops and
and identity to businesses, which in return, will attract franchised coffee shops, often results to exclusionary
customers. Through our data franchise coffee shops practices by catering to a singular audience. For
displays a dominant social media presence within the instance, the coffee lab favors professors and
three major social media platforms; Twitter, Facebook academics. Comparably, franchised coffee shops cater
and Instagram through significantly large number of to a larger audience and promotes inclusionary
likes and followers. Dominant social media presence practices by marketing to all groups of people.
within franchised coffee shops makes them the "go-to"
choice to meet individuals coffee needs. Also, as a Conclusion and Recommendation
worldwide brand, clients trust and recognize the Our study assists readers to understand the relationship
standard that comes with the brand and expect the between franchised and independently own coffee
quality with their purchase. shops. Childress and Leschziner literature helps us
further understand how independent coffee shops tend
Affordability to differentiate themselves from other independent and
The pricing structure between franchised and franchised coffee shops through gaining reputation
independent coffee shops differs significantly. through individuality and taking control over space
Measuring affordability and variety through our data through certain geographic location. The reason why
we found that independent coffee shops have limited consumers favor franchised coffee shops over
options with a higher price. For instance, Tim Hortons independent coffee shops is due to accessibility,
serves coffee for $1.59, while Himalayan Coffee house recognition, affordability, stability, inclusiveness. This
cost $2.75. As franchised business have a larger research data was limited to the entire population
audience having a smaller price doesn’t affect their because we only studied 5 franchised and 5
profit scales. However, since independent business run independent coffee shops, for future research data
by a smaller selective audience, they depend on their should be collected from a larger sample.
high prices to accumulate a reasonable profit to keep
their business running.
Culture, Creativity, and Cities Capstone Course | Dept. of Sociology | University of Toronto – Scarborough
1265 Military Trail, Toronto, Ontario M1C 1A4 Canada
Culture, Creativity, and Cities Capstone Course | Dept. of Sociology | University of Toronto – Scarborough
1265 Military Trail, Toronto, Ontario M1C 1A4 Canada
Culture, Creativity, and Cities Capstone Course | Dept. of Sociology | University of Toronto – Scarborough
1265 Military Trail, Toronto, Ontario M1C 1A4 Canada
Culture, Creativity, and Cities Capstone Course | Dept. of Sociology | University of Toronto – Scarborough
1265 Military Trail, Toronto, Ontario M1C 1A4 Canada