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Ceci et Cela

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Our analysis revealed that while customers value speed, there is also a niche that appreciates a more relaxed, refined experience. We discovered an opportunity to reframe the wait time as a chance to enjoy a leisurely moment—much like a Parisian afternoon tea. Additionally, our market research showed that the average order value in this category is relatively low, suggesting that encouraging customers to order both drinks and snacks could be beneficial.

Strategy

Challenge

The inherent longer wait time due to fresh tea brewing could deter customers, as most hand-shaken beverage brands promise quick service. The challenge was to mitigate this seemingly negative perception and transform it into a positive experience.

Solution

We redefined the longer brewing time as a signature element of the Ceci et Cela experience, inviting customers to slow down and savor a moment reminiscent of Paris. To further enhance the experience and boost sales, we designed a dual-menu structure: "Ceci" for drinks and "Cela" for French cookies and snacks. This not only highlights the fusion of French elegance with Taiwanese warm service but also encourages group orders, especially for office workers looking to share a "mini afternoon tea" at their desks.

Outcome/Results

This strategy successfully turned a potential drawback into a celebrated aspect of the brand experience. The reinterpreted wait time, combined with the dual-menu approach, elevated the customer experience and increased average order values. As a result, Ceci et Cela now stands out by offering a uniquely refined, Parisian-inspired experience that drives higher sales and greater customer satisfaction.