Case Study: Kopitiam

1. Company’s Description:
1.1. About Kopitiam
Kopitiam was set up in the year of 1988. The business started off successfully when Kopitiam bid for a well-known food shop at Bishan for a shocking bid price of $2.1 million. To date, Kopitiam has expanded its Food and Beverages business with high cash flow and loyal customers in such a short period of time. It has brought in a competitive edge for her close competitors. Kopitiam outlets are famous for its authentic local food that are sold at an affordable price. Besides that, it is also well-known for its comfortable and modern dining experience.
1.2. History and Successes of Kopitiam
Kopitiam is the first F&B group to introduce a food court that only sells Halal foods to cater to the Muslim

Unlike any other of its competitors, Kopitiam offers franchising opportunities for famous outlets such as Pepper lunch and Komala Indian restaurant to serve their meals at a cheaper rate at Kopitiam. This opportunity was not seen in its competitors such as Foodfare and Food Republic. On the other hand, our team do realised that Foodfare is slightly worse off in its product as it only revolves around the ‘typical food court’ delicacies. Kopitiam stands a better chance of attracting customers due to its

Every transaction would entitle a 10% discount, anytime for non-promotion meals. Whereas, Foodfare uses only NTUC card, offering bonus top-up value of 10% top-ups of above $10. Food Republic attracts customers by organising Parent-Child Workshop with People’s Association at Food Republic Westgate. This is special and rarely seen at any common Food Court. Kopitiam could adopt the previous method, offer Senior Citizen discounts, and join partnership with more companies to enhance the ‘value for money’ business strategy. Furthermore, allowing a cashless top-up would be beneficial to many before its competitors. Kopitiam usually set up vivid coloured posters attracting passer-bys to dine in with the current promotion. It is not uncommon for competitors to do such promotions too. Medias such as televisions and internet advertising are not used as Kopitiam finds it expensive. Franchising opportunities with Pepper Lunch and Komala Indian Restaurant, to name a few, are forms of promotion that Kopitiam uses to attract customers, in turn, expanding the Kopitiam range of business. This is hardly is hardly seen in its