- Università: Em Lyon School Business
- Studenti:
Lydie Gonzales, Claire-Marie Lespagne, Pénélope Sartre, Jules Aguinet, Shahin Najar, Valentine Lecocq
Concept
Georgette Café is a welcoming place where grandparents prepare delicious homemade pastries and dishes. The café offers cozy seating areas and a dedicated section for homemade food jars, including jams and pickles. The ambiance is friendly and inviting, promoting social interaction between customers and seniors. Georgette Café aims to combat social isolation among seniors by providing a space where they feel valued and can share their culinary skills and heritage.
Special events like cooking workshops and storytelling sessions further strengthen the bonds between customers and the elderly and combat social isolation.
Market &Target
The senior market is expanding rapidly. It includes all those aged 60 or over.
One in 4 elderly people (24%) is isolated (compared with 16% in 2010). A third of French seniors no longer have anyone to talk to about their personal problems. Then, a large proportion of senior citizens live on a very low pension: 10% of pensioners have an income below the at-riskof-poverty threshold.
We target older, single people looking for a social connection, as well as young working people who want to rediscover the taste of their grandparents' dishes from far away, and teenagers who come with their grandparents to enjoy a good meal.
Positionning
We are positioned at the top end of the market. Indeed, our pastries cost around €4 each and our main courses €15. We justify these high prices by the quality of the ingredients we use and the workforce we employ. In addition, to establish our prices, we studied the prices offered by our direct and indirect competitors. Our diret competitors are coffe shop offering home made pastries in Croix Rousse and the Café Joyeux of Croix Rousse.
Offer definition
Our offer is composed of three different kinds of products. Indeed, we offer a fixed menu compoed of drinks and pastries, daily specials depending on the elderly people present (the elderly of the day cooks his famous recipe such as a blaquette de veau) and jams and biscuits at the grocery.
Communication
We have developed a multifaceted communication strategy to Georgette Café that utilizes various channels to connect with a diverse audience of different age groups, each group having a different way of being communicated to. This includes an active social media presence, targeted offline and online advertising, exciting events, and personalized newsletters. Through this approach, Georgette Café will successfully engage a wide range of people by communicating on the meaningful connections between generations, while also serving up delicious and nostalgic childhood favorites. Our CRM strategy aims to establish long-lasting intergenerational relationships by offering personalized customer experiences, rewarding loyalty, and delivering attentive service. By collecting customer data, communicating personally, implementing a loyalty program, providing exceptional customer service, following up post-sale, and organizing special events for loyal client, we aim to create a community of engaged and faithful customers.
