McCafe Ethnography

Jul 8, 20134 likes1,765 views

Deciphering the QSR beverage experience through a summer long ethnography in downtown Chicago. (Qualitative Situation Analysis)

Creating
an
emotional
reason
for
Monday, July 8, 13

different coffee shops.
Not to ape them but to
understand what
awesome-ness are they
upto. And a visit to our
own turf.
a comparative look at coffee shop
experiences
Monday, July 8, 13

is interwoven with the experience
Monday, July 8, 13

and Conversations
and the Coffee
Monday, July 8, 13

and Conversations
and the Coffee
and the Shop
Monday, July 8, 13

BONDING
Hangout without pretense
Monday, July 8, 13

CONVERSATIONS ARE REPLETE WITH
INTIMATE CONNECTION.
Professional partners
Young daters
Millenial study groups
Artists/Writers
Mom, Dad & Kid
Grandma, Grandpa &
Kid
Siblings
Cousins
BFFs
Older
Couples
Monday, July 8, 13

CONNECTIONS ARE FREE OF A ‘SOCIAL
HANGOUT’ BAGGAGE
INTIMATE
CONNECTIONS
informal appeal
familiarity to
the environment
comfort zone
everyday-
like topics
Monday, July 8, 13

lingers on after the McDonald’s meal.
Monday, July 8, 13

Conversations over coffee don’t have to be limited to the shop.
Monday, July 8, 13

Can McCafe lead the trend of
bonding over coffee in public
spaces?
Conversations over coffee don’t have to be limited to the shop.
Monday, July 8, 13

THE IDEA OF A GOOD CUPPA
You can be who you are and get great coffee
Monday, July 8, 13

DO YOU QUALIFY FOR GOOD COFFEE?
INVISIBLE BOUNDARIES
Monday, July 8, 13

NURTURING AN
ENVIRONMENT OF
BELONGING
Monday, July 8, 13

believes everyone deserves a sweet surprise.
Monday, July 8, 13

You don’t need bells and whistles for something
as basic as coffee.
Monday, July 8, 13

Can McCafe be a symbol for the
everyday comfort of coffee?
You don’t need bells and whistles for something
as basic as coffee.
Monday, July 8, 13

FREESTYLE
A harmony of chaos and business
Monday, July 8, 13

ANALOGY OF A SIMILAR SPACE
The Family Kitchen
Spills, Giggles, Food mess,
Unwashed utensils,
Phone rings,
Pet sounds,
Half-done To Do List
Cooking, Eating, Feeding,
Touching upon Homework,
Co-ordinating for gym class,
Scheduling the doc’s appointment
Chaos Business
Monday, July 8, 13

DIVERSITY CHURNS
FREESTYLE
Monday, July 8, 13

COEXISTENCE OF CHAOS AND
PROCESS
Monday, July 8, 13

has your back in the morning.
(chaotic queue but efﬁcient delivery.)
Monday, July 8, 13

McCafe is efﬁcient because it cares.
Monday, July 8, 13

McCafe is efﬁcient because it cares.
Can we make McCafe a symbol
of caring when coffee really
matters?
Monday, July 8, 13

Bonding Freestyle
A good cuppa
HANGOUT
WITHOUT
PRETENSE
A
HARMONY
OF CHAOS
AND
BUSINESS
YOU CAN BE WHO YOU ARE
AND GET GREAT COFFEE
Belonging
Monday, July 8, 13

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McCafe Ethnography

1. Creating an emotional reason for Monday, July 8, 13

2. different coffee shops. Not to ape them but to understand what awesome-ness are they upto. And a visit to our own turf. a comparative look at coffee shop experiences Monday, July 8, 13

3. different coffee shops. Not to ape them but to understand what awesome-ness are they upto. And a visit to our own turf. a comparative look at coffee shop experiences Monday, July 8, 13

4. different coffee shops. Not to ape them but to understand what awesome-ness are they upto. And a visit to our own turf. a comparative look at coffee shop experiences Monday, July 8, 13

5. different coffee shops. Not to ape them but to understand what awesome-ness are they upto. And a visit to our own turf. a comparative look at coffee shop experiences Monday, July 8, 13

6. Monday, July 8, 13

7. Monday, July 8, 13

8. Monday, July 8, 13

9. is interwoven with the experience Monday, July 8, 13

10. Monday, July 8, 13

11. and Conversations Monday, July 8, 13

12. and Conversations and the Coffee Monday, July 8, 13

13. and Conversations and the Coffee and the Shop Monday, July 8, 13

14. and Conversations Monday, July 8, 13

15. BONDING Hangout without pretense Monday, July 8, 13

16. CONVERSATIONS ARE REPLETE WITH INTIMATE CONNECTION. Professional partners Young daters Millenial study groups Artists/Writers Mom, Dad & Kid Grandma, Grandpa & Kid Siblings Cousins BFFs Older Couples Monday, July 8, 13

17. CONNECTIONS ARE FREE OF A ‘SOCIAL HANGOUT’ BAGGAGE INTIMATE CONNECTIONS informal appeal familiarity to the environment comfort zone everyday- like topics Monday, July 8, 13

18. lingers on after the McDonald’s meal. Monday, July 8, 13

19. Conversations over coffee don’t have to be limited to the shop. Monday, July 8, 13

20. Can McCafe lead the trend of bonding over coffee in public spaces? Conversations over coffee don’t have to be limited to the shop. Monday, July 8, 13

21. and the coffee Monday, July 8, 13

22. THE IDEA OF A GOOD CUPPA You can be who you are and get great coffee Monday, July 8, 13

23. DO YOU QUALIFY FOR GOOD COFFEE? INVISIBLE BOUNDARIES Monday, July 8, 13

24. COMMUNITY OF FAKERS Monday, July 8, 13

25. NURTURING AN ENVIRONMENT OF BELONGING Monday, July 8, 13

26. believes everyone deserves a sweet surprise. Monday, July 8, 13

27. You don’t need bells and whistles for something as basic as coffee. Monday, July 8, 13

28. Can McCafe be a symbol for the everyday comfort of coffee? You don’t need bells and whistles for something as basic as coffee. Monday, July 8, 13

29. and the shop Monday, July 8, 13

30. The vibe of a coffee place is an outcome of a brand’s culture and its patrons’ personalities. Monday, July 8, 13

31. FREESTYLE A harmony of chaos and business Monday, July 8, 13

32. ANALOGY OF A SIMILAR SPACE The Family Kitchen Spills, Giggles, Food mess, Unwashed utensils, Phone rings, Pet sounds, Half-done To Do List Cooking, Eating, Feeding, Touching upon Homework, Co-ordinating for gym class, Scheduling the doc’s appointment Chaos Business Monday, July 8, 13

33. DIVERSITY CHURNS FREESTYLE Monday, July 8, 13

34. COEXISTENCE OF CHAOS AND PROCESS Monday, July 8, 13

35. has your back in the morning. (chaotic queue but efﬁcient delivery.) Monday, July 8, 13

36. McCafe is efﬁcient because it cares. Monday, July 8, 13

37. McCafe is efﬁcient because it cares. Can we make McCafe a symbol of caring when coffee really matters? Monday, July 8, 13

38. Bonding Freestyle A good cuppa HANGOUT WITHOUT PRETENSE A HARMONY OF CHAOS AND BUSINESS YOU CAN BE WHO YOU ARE AND GET GREAT COFFEE Belonging Monday, July 8, 13

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McCafe Ethnography

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