BeanSTRO by The Coffee Bean & Tea Leaf

Key Objective

  • Expansion strategy of current outlet at Marina Bay Sands

Rationale

BeanSTRO is a casual all-dining bistro that overlooks the central canal and its parade of beautifully crafted sampans at the Marina Bay Sands. Enhanced by the signature beverages of The Coffee Bean & Tea Leaf, this special concept bistro dishes up a wide array of fare: from delicious eggs benedict in the morning, through to fresh sandwiches, pastas and more for lunch and dinner. The tagline of this bistro is “A New Leaf in Our Heritage”.

Sumptuous and delicious meals have been identified as a POD for the brand, and we believe that BeanSTRO is an essential first step is leveraging on this POD. The existence of a bistro endorsed by The Coffee Bean & Tea Leaf allows greater breadth in the brand and we believe that expansion will serve to broaden this breadth and further develop this POD. Most importantly, online reviews of the bistro have been overwhelmingly great and this implies that new outlets will have great chances of success; as existing positive impressions of this current outlet will be transferred to the new ones.

Excerpts from reviews:

“I would go back again another time, just to try the eggs ben and the eggplant lasagna which I believe, is to die for.”

(http://singairishgirl.blogspot.com/2010/11/beanstro-by-coffee-bean-and-tea-leaf.html)

“Feels like you’re in Venice when having breakfast beside the pool area.”

(http://www.yvonnesam.com/2011/03/beanstro-coffee-bean-tea-leaf-marina.html)

Strategy

We believe the only strategy here is to expand this concept bistro into other strategic locations. The proposed locations will be Dempsey Road and One Rochester Park. The wonderful ambience of these locations will be perfect for the bistro and this will enhance the customer experience greatly. Moreover, these locations are often places of choice for dates and social gatherings and this is greatly aligned to the new brand purpose.

The bistro has incorporated more vintage elements into the décor as compared to the normal store. This is evident in the interior design and lighting. We believe this is a great tribute to the brand heritage and subsequent outlets should explore further into the heritage theme and thus be bolder in their decors and furniture.

THE CBTL APP | IN-STORE EXPERIENCE | CBTL ICE CREAM | CBTL SYSTEM | BEAN IN LOVE | BEANSTRO

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