茶馆设计与选址.doc

Table of contents1. Introduction 22. History and brief analyze of tea 23. Name and location of the Teashop 44. The teashops special characteristics and its market-oriented mission .55. The investment and profits analysis 76. Conclusion .77. References .88. Local teashop observation sheet 99. Teashop name and some picture.backIntroductionToronto is famous for its multi-culture. There are many different nations in this city. Among these nations, Indian and Chinese immigrants are the most. Many Chinese or Indian people love to have a cup of traditional tea, instead of coffee during the day. They are not used to going to Tim Horton or Starbucks for meeting their friends and spent time alone. They need a place they can feel comfortable, and Asian. A tea place for ethnic community to social is on demand. Currently, tea is more popular than ever in North America. Cai, Quanbao (1998), the president of the Tea Association of the USA, forecasts the tea market and states that tea will continue to grow at double digit rates over the next several years and might even exceed those expectations with increased marketing investment (p10). The tea salons first appeared in New York City and have increased for the last several years (Tea time, 1998). Every indication is that there will be a strong market for tea in the United States for the next five or ten years (Barr, V. & Broudy, C.E. (1996). Canadians drink over 7 billion cups of tea each year (). On the basis of these literature research and market research in downtown Toronto, I am planning to open a teashop in downtown Toronto. I will detail my proposal in the following sections.History and brief analyze of tea Tea is the worlds most popular prepared drink. Shen Nong, discovered it in 2737 BC (Chow & Kramer, 1990) when a tea leaf accidentally fell into the bowl of hot water he was drinking. Tea then become a popular drink in China, and was introduced to the world little by little. Canadians did not have their first tea until 1717, which was imported by the Hudson Bay Company. In the early 19th century, afternoon tea as a social custom, was originated by Anna, 7th Duchess of Bedford. The Duchess began inviting guests to join her for a cup of tea and some sweets and savories in the afternoon, in order to fill the long gap between breakfast and late dinners. The ritual caught on in England and North America and soon became an afternoon tradition that remains today. Modern afternoon tea at trendy tea salons and cafs feature a wide variety of quality teas and fine finger foods. It is generally believed that there are five categories of tea: Black tea, green tea, oolong tea, Flavored Tea, and Herbal/Tisane. Most commonly used in North American tea bags, black tea is made from leaves that have been fully oxidized, producing a hearty deep rich flavor in a colored amber brew. Keemun is the most famous one among black tea family. Keemun is the foundation of many English breakfast blends. (Some English Breakfasts are all Keemun.) (Brigham, B (1999).Most popular in Asia, green tea is not oxidized. It is withered, immediately steamed or heated to prevent oxidation and then rolled and dried. It is characterized by a delicate taste, light green color and is very refreshing(Brigham, B (1999).Jasmine is one of the green tea. Jasmine tea has long been a favorite of tea connoisseurs around the world. The compelling and absorbing fragrance of jasmine blossoms lingering above the pot as the tea is brewed must surely be one of lifes little jewels! (Clausen 1997). The name oolong literally translates as Black Dragon and is very popular in China. Oolong refers to partly oxidized leaves, combining the taste and colors qualities of black and green tea. Oolong teas are consumed without milk or sugar and are extremely flavorful and highly aromatic (Clausen 1997). Flavoured Tea are real teas (Camellia Sinensis), blended with fruit, spices or herbs. Fruit flavored tea such as apple or blackcurrant, is real tea blended with fruit peel or treated with the natural oil or essence. Spiced and scented teas using cinnamon, nutmeg, jasmine or mint, are also real teas blended with spices, flowers or other plants (Clausen 1997). Herbal infusions or tisanes such as Camomile, peppermint or nettle, do not contain any real tea leaf. The term herbal tea is somewhat of a misnomer, since these products are not really tea at all. Herbal beverages or infusions can be derived from a single ingredient or a blend of flowers, herbs, spices, fruits, berries and other plants (Clausen 1997).3.Name and location of teashopThe teashop I am planning to open will be named as “Fresh Corner ”， which means a relaxed and peaceful place for meeting people or just enjoying oneself。It is deeply related to my project mission, which is providing enjoyable, relax place to consumers. I, myself will be the owner, and I am planning to hire one or two employees at the beginning. Business hours:The Teashop will be open 9 am-12 am From Manday to Friday, and weekends from 10:00 am to 12：00 amThe Fresh Corner Teashop will be located on the main street in the downtown Toronto, which is in the 321 Bloor St. West. It is on the first floor of the Woodsworth College Residence, the University of Torontos St. George campus. The downtown St. George campus of U of T is the historical centrepiece of Canadas leading research university. There are some 8,000 faculty and staff. In the heart of Toronto, this historic 65-hectare (160-acre) campus is also home to more than 43,000 full and part-time students (www.utoront.ca/maps.html).These locations are all set among numerous other shops catering to the university students. You can find plenty of options on Yonge St between Charles and Bloor, Bloor St.George between Spadina and Bathurst. There are twenty similar businesses in this area. Most of which offer lunch specials and a variety of things on the menu. I found Only Neds/Gregs Ice Cream is on Bloor opposite the Royal Ontario Museum. They provide different kinds of tea that include such oddities as Green Tea, soup, sandwiches, Roasted Marshmallow, Chocolate Orange, and Stout. However, there is not any teashop in this area. A comparison of activities found in the Fresh Corner teashop will help this community since this teashop will be built in the University of Toronto campus, the target customer will be students and faculty.4.Mission of The Fresh Corner: The Fresh Corner teashop aims to offer the following services to the customers1.To offer finest quality and largest possible variety of tea to our customers.2.To offer variety food to satisfy customer.3.To offer clean, fresh, and exciting environment to attract the customer.4.To offer enjoyable and comfortable services to customers. In order to meet these missions, The Fresh Corner teashop will execute the following steps:First, Make the storefront grab customers attention to create a clean, fresh, and exciting environment to attract the customer. The sign should be high quality with an appropriate color scheme and be well illuminated. It should be easy to read, and should match the stores style.Secondly, the following activities will be permitted in the Fresh Corner teashop:(1)We provide newspapers and magazines. Customers (many of them are students) brought books and other items to use the teashop as a place to study. (2)We also can provide sofas for customer seating. (3)We provide small separate rooms for both individuals and large groups. Tables and chairs in teashop can be rearranged for use by larger groups. (4)We provide electrical outlet for using personal computers customers. Thirdly, various types of tea will be provided Black, Green Oolong White Teas, Red Teas, Pu-er Teas and Herbal teas, coffee, beverage, chocolate drink, ice tea, fruit juice, soda and ice cream along with cake, cookies, muffins, sandwiches, salad and breads are the main items served in all these teashops. Finally, We will also pay attention to some small things for our customers. For instance, providing enough lights for customers security and convenience.5.The investment and profits analysis(1)To total investment will be 100,000 CAN dollars for the Fresh Corner teashop.(2) Rent will be 25,000 CAN for one year.(3)Decorate teashop will be 20,000 CAN dollars.(4)Waiter wage will be around 40,000 CAN dollars for one year.(5)Expected income could be 500 CAN dollars each day, all together in the first year, the income will be 180,000 dollars.In conclusion, I can reclaim the investment after the first year.6.Conclusion The growth in tea drinking and the success of coffeehouses indicates a potential demand for teashops, which led to the purpose of this study. After detailed market research, I can safely make my decision to invest on this teashop, and I really appreciate your consideration and support. ReferencesBibliographies:Brigham, B (1996). 10 smart ways to increase profits by re-working your store image!World coffee & tea. V.37 No.10. p23-26.Brigham, B (1999). Five principles to help you prepare your storesfor moreprofits. World coffee & tea. V.37 No.10. P26-27.Brigham, B (1999). 10 smart ways to increase profits by re-working your store image!World coffee & tea. V.37 No.10. p23-26.Simrang, J. P. (1997). What the tea leaves say about industry growth. World coffee & tea.V. 38 No.2 p8-10Tea time (1998). U.S. tea market place background. /#060595.htmClausen, V, Miller F, Mullins B. & Lisicki T. (1997). Whats in the tea leaves for 1997.World coffee & tea. V38 No.2, p12-15.Cai, Quanbao (1998) The introduction of tea ceremony. Twenty-first century and teaculture. Culture and art press. No. 5. p10Chow, K. & Kramer, L. (1990) All the tea in China. /Excerpt/alltea.htmlClausen, V, Miller F, Mullins B. & Lisicki T. (1997). Whats in the tea leaves for 1997.World coffee & tea. (Camellia Sinensis),V38 No.2, p12-15. Barr, V. & Broudy, C.E. (1996). Designing to sell. McGtaw-Hill. New York.Clausen, V, Miller F, Mullins B. & Lisicki T. (1997). Whats in the tea leaves for 1997.World coffee & tea. V38 No.2, p12-15.Simrang, J. P. (1997). What the tea leaves say about industry growth. World coffee & tea.V. 38 No.2 p8-10Tea time (1995). U.S. tea market place background. /#060595.htmWebsite (http:/www.utoronto.ca/maps.html)Website ()The Below list is what I observed in the Tea Masters teashop in the Qeens street. Local teashop observation sheetName of the teashop:_ MASTER TEA _Location:_QUEENS_Activities in the teashop (check the activities):9-11am2-4pm8-10pmActivitiesnumbertimenumbertimenumbertimeIndividualdrinking/eating36a IndividualWritingIndividualReading5dIndividualusingcomputerTwo persondrinking/talking5dTwo personreading/writingGroup(n)*drinking/eating/talking10fGroup(n)*discussionOthera. stay less than 10 minutes, b. 11-20 minutes, c. 21-30 minutes, d. 31-40 minutes, e. 41-50 minutes,f. 51-60 minutes, g. 61-70 minutes, h. 71-80 minutes, j. 81-90 minutes, k. 91-100 minutes. Services:1. What types of food do they serve? The answer in underneath 2. How do they serve? A waiter3. The number of the seats? 204. How much a cup of tea? $1.39 the average foods prices are $3.99 to $6.99Nearly half of the customers bought some drinks and food then left in the morning.More than half of the customers chose to stay in the teashop for drinking and other activities. The average time that customer stayed was between 30-40 minutes. Individual and two-person activities were most common. Individuals most often were reading or writing and occupying a single table.Master Tea Menu (this menu I copied from master tea)Monday to Friday Breakf