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Caffe Bene: Creating Values For Customers, Kwang Ho Ahn, Chang Jo Yoo, Young Chan Kim

Asia Marketing Journal

Caffe Bene, one of the most notable coffeehouse chain brands in Republic of Korea, gives us some thought-provoking issues in terms of sustainable success. Despite harsh competition among various coffeehouse brands, Caffe Bene has been accomplished astonishing outcomes in domestic market and now ranked 2nd place in sales among the global coffeehouse franchise in 2010 and 2011. These achievements were possible mainly because Caffe Bene adopted distinctive shop design, maintained aggressive marketing strategy, developed new menu, and combined the unique Korean culture with ordinary concept of cafe to make its place attractive. However, since Korean coffeehouse market is getting saturated …