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BLENZ Coffee case study

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BLENZ Coffee case study
BLENZ Company Profile

BLENZ Coffee is a Canadian chain of franchise coffee shops. BLENZ was founded in Vancouver in 1992, and has grown to over 82 franchises in six countries. Presently the majority of locations are located in British Columbia, with 35 international stores in the United Arab Emirates, Kuwait, the Philippines, China and Japan.
BLENZ is primarily a coffee shop, but also serves a variety of hot and cold beverages, desserts, and assorted food items such as wraps and sandwiches.

BLENZ SWOT Analysis

Strengths:

Extensive beverage menu
Large food and dessert selection compared to competition
Free Internet at 41 coffee house locations
Talented baristas (coffee-maker, waiters)
Quality coffee bean and teas
Canadian-ownership
Innovative beverage development
Large coffee houses
Alternative to brand leader
Consistency

Weaknesses:

No clear brand direction
No clear values or mission
Mixed messaging, too many claims
Contradictory aspirations
No consistent communication tone, language, manner
No consistent communication imagery, typography, design
Less consistency across outlets compared to competitors
Less focused on experience
Unknown company history and background
Franchisee-operated

Opportunities:

Showcase largest menu of most coffee houses
Increase awareness of frequent innovative drinks
Emphasize talented and award-winning baristas
Canadian owned and operated (started in Vancouver)
Alternative to global coffee house chains, something different
Consistent experience of a chain, with the atmosphere of a local cafe
A lot of action at coffee houses

Threats

Competition from better-known coffee houses
Coffee houses with better locations
Competing coffee houses companies with higher quality products
Competing coffee houses companies with higher perceived quality
Competing coffee house companies with higher perceived status
Independent coffee houses
Chain coffee houses
Inexpensive coffee
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