BROWN REPORT

BROWN REPORT

Throughout many coffees shop in Phnom Penh, BROWN Coffee and bakery, has become the most well-known local brand and successful coffee shop in town as it is the very first coffee shop to serves roasted coffee food and freshly baked pastry. The founders of BROWN are Mr. Chang Bunleang and his other three friends established the shop in 2009, which currently now have a total of 12 branches and more than 400 employees which are all Cambodian. Due to the high quality products, outstanding services especially the tasty of food and drink that brings to the customers cause the brand to growth rapidly and well known in the local country during these late 7 years.

            There are some various factors that make BROWN this successful.

• ·         It is the first coffee shop in the country to have freshly roast coffee beans
• ·        Every outlet of BROWN has different design concepts which bring the customers with different moods once they step in each branch of BROWN, Also it motivate the customers to try going to different BROWN outlets.
• ·       BROWN is trying to embrace coffee trend and new technology. For distances, Brown is the first shop to provide the loyalty cards program which easier to connect and keep relation with their customers

Behind its successful, BROWN had gone through many obstacle. Among all of those, the major problem is lack of skilled staff as it first start-up the business so there are lots of employee are needed by the company that why BROWN had to provide training session in which curse a large part of cost within the business.

Another interesting thing about BROWN is its name. The reason why this brand is called as BROWN because, it has only 1 syllabus and 5 letters which make its name can be easily call and remember by both local and foreigner as well as clearly recognize since the color of coffee is also brown. Moreover, brown is interpreted as palm tree in Khmer the symbol of Cambodia national tree which make BROWN named is perfectly fitted. These things make its brand name more interesting and meaningful.

BROWN target different types of customer from young to adult people who have strong passion in coffee most of them are students, young business professionals and freelancer. Not only coffee BROWN also offers various types of beverages food pastry and dessert in their menu which the taste of both drink and food are both local and foreign customer’s preference.

In order to build a strong team and successful business Brown also have their own core value which is TGIFHQ:

• ·         Team
• ·         Growth
• ·         Innovation
• ·         Fun
• ·         Hard-Working
• ·         Quality

  The main goal and mission to set up by BROWN is to make every cup counts through inspiring team and provide the best experience for customers. “We embrace the idea of team work and personal growth to make individuals become creative and enjoy their work so that they will work hard and bring out the best quality” said Mr. Chang Bunleang, the founder of BROWN.

            What make BROWN different?

            To deal with the different need of customers and arrival of both foreign and local competitors, BROWN has some unique characteristics that make its different:

• ·         Freshly roast coffee bean: it is the first coffee shop that roast the coffee by its own.
• ·         Good menu size: it has variety of items to order
• ·         Design concept: the customer feel different each time they visit different outlets. (Standard size of store is 250 square meters.)
• ·         Team Training: high skill worker and staff
• ·         Embracing coffee trend and new technology

Beside from doing business, BROWN also doing many activities which are related to CSR in order to help the country which are being a sponsor the different event, provide scholarship to students, let students and learner to have field visiting about their company in purpose of spread knowledge to them, reducing unemployment through providing job to Cambodian citizen by working in BROWN, also developing human resource by providing training program for the staff and worker. Also there are more activity BROWN did and plan to do in the future.

Future plan:

            With its continuous success, BROWN also plans to expand and extend its business as they already set their own milestones which are:

• ·         To reach 25 Brown outlets in 3 more years
• ·         To expand regionally in 5 more years
• ·         To employ 2000 employees in 5 more years
• ·         To armor its staff with skill and become responsible and ethical company
• ·         To open more store in 2016 ( 2 stores are already opened)