A Study on the Impact of COVID-19 on Costa Coffee Operations in London

This research project analyzes the impact of the COVID-19 pandemic on Costa Coffee, a British coffee house, focusing on its operations in London. The study examines the evolution of the pandemic, its effects on the coffee industry's profitability and operational efficiency, and the strategies Costa Coffee can employ to regain market share and attract consumers. It also identifies challenges faced by the company in attracting consumers and recommends potential solutions. The report includes a literature review, research methodology, data analysis, findings, conclusions, and recommendations, providing a comprehensive overview of the pandemic's impact and potential recovery strategies for the coffee shop. The project aims to understand the pandemic's impact on operational efficiency, identify effective consumer attraction strategies, and determine the challenges hindering consumer engagement. The findings are relevant for other businesses in the hospitality industry and researchers studying similar topics.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Background.................................................................................................................................3
Aims and objectives....................................................................................................................3
Significance.................................................................................................................................4
Rationale.....................................................................................................................................5
Dissertation structure..................................................................................................................5
Chapter 2: Literature Review...........................................................................................................7
Evolution of pandemic situation and its impact over profitability and operational efficiency of
overall coffee industry................................................................................................................7
Strategies to regain their market share and attract more of the consumers.................................9
Different challenges which create issues for attracting the consumers.....................................11
Chapter 3: Research Methodology.................................................................................................13
DATA ANALYSIS AND FINDINGS..........................................................................................17
Discussion.................................................................................................................................26
CONCLUSION AND RECOMMENDATION.............................................................................28
Conclusion................................................................................................................................28
Recommendation......................................................................................................................29
REFERENCES..............................................................................................................................30
Abstract..........................................................................................................................................32

INTRODUCTION
Background
In the present competitive error the economy is being affected by the pandemic to a great extent.
This is particularly because of the reason that the current pandemic it has affected the operations
of the companies in a great manner. Thus for the success of the company it is very essential for
them to analyse the impact of the current covid-19 over their businesses. The major reason
underlying this factors that in case the company will know the impact relating to the current
covid-19 than they can effectively manage the business. Along with this the current covid-19
also affected theme overall economy as well. But the hospitality industry is the one which is
widely affected by the effects of pandemic. Does it is very essential for the researcher to conduct
the research over the impact of the current covid-19 over the coffee shops within London. The
present study is based on Costa coffee which is a British coffee House.
The company was founded within the year 1971 by Bruno Costa and Sergio Costa. The
company is headquartered in Dunstable within UK and is a wholesale operation supplying
roasted coffee to all the caterers and specialist within Italian coffee shops. The current research
will outline the different impact which the current covid-19 has created over the working and
operations of the Costa coffee. In addition to this the evolution of the pandemic situation and its
impact over the overall coffee industry will be analysed with help of some key data. in addition
to this the different strategies will also be analysed with the help of which the Costa coffee can
try to regain the market share. This is very essential for the company as if they will not work
properly in increasing the attractiveness of coffee shop among the consumer then this will affect
the business. Along with this the research will also outline some challenges which affect
company and attracting the majority of the consumers.
Aims and objectives
Aim
To analyse the impact of the pandemic that is COVID 19 over the coffee shops in London. A
study on Costa Coffee.
Objectives

 To understand the evolution of pandemic situation and its impact over profitability and
operational efficiency of overall coffee industry.
 To examine the different strategies through which Costa Coffee can try to regain their
market share and attract more of the consumers.
 To determine the various kind of the challenges which create issues for Costa Coffee in
attracting the consumers.
 To recommend some of the ways in which they can attract the consumer in great and
effective manner.
Research question
1. What is the understanding and impact of pandemic over operational efficiency of the
coffee shop?
2. What are the different strategies through which the consumer can be attracted relating to
the coffee shop?
3. What are the various types of the challenges which restricts in attracting large number of
the consumers?
Significance
The present covid-19 has affected the whole hospitality industry to a great extent. Does it
is very essential for the companies within the hospitality industry to analyse the different
strategies in order to evaluate the strategies through which the company can increase the
demand. The major reason behind this fact is that this research is of significance to all the
companies within the hospitality industry in order to ensure the different strategies through
which the sales of the company can be improved. in addition to this the present research is of
significance to Costa coffee as it will assist the company in understanding the different
challenges which can affect the process of attracting the consumers. In addition to this, the
current study is also of significance to other competitors of Costa coffee. The reason behind this
fact is that the strategies used by Costa coffee can also be assistive to other competitors in
attracting the consumers. In addition to this the present research is of also significance to other
researchers who are also undertaken the research was similar topics.
Rationale
The current pandemic has affected the economic situations of all the countries to a great
extent. In addition to this thing economic condition of the hospitality industry has been affected

in a great manner. Hence the major reason behind selecting the analysis of impact of pandemic
over the working of coffee industry is to increase the popularity of coffee shops among the
consumers. This is particularly because of the reason that with help of this present study the
company will be able to effectively attract the consumers to a great extent. In addition to this
another reason for selecting the present study is that this will also assist the company in
improving their business. This is because of the reason that when the company will evaluate the
different strategies for attracting the consumer than this will definitely result in increase in
operational efficiency of the company. Another major reason for selecting the topic is the
personal and academic interest of the researcher.
Dissertation structure
Chapter 1- Introduction
The introduction chapter release with the introductory part of the research where in the
brief introduction of the topic is being provided along with the aim and objective of the study.
This chapter also highlights the significance and rational a relating to the selection of the topic of
research.
Chapter 2- Literature review
The second chapter that is the literature review is being defined as the chapter which
deals with providing the theoretical knowledge relating to the key objectives of the study. Under
this is the viewpoint of different authors is being highlighted in order to explain the research
topic and the different research questions.
Chapter 3- Research methodology
Further the next chapter deals with theme identifying of the methods of research which
are essential in order to complete the research in successful man of earth stop it is very helpful
for the researcher to outline all the different methods of research necessary to complete the study
successfully are being listed in this chapter. And the present study will outline the various
methods use like the qualitative or quantitative research, the philosophy of research along with
the approaches and different data analysis techniques will be highlighted in this chapter.
Chapter 4- Data analysis and findings
The chapter 4 deals with the analysis of the data collected and the findings being
highlighted. The major aim of this study is to analyse the collected data to prove the objectives of
the hypothesis of the research to be correct. Hence in this chapter the collected data will be

analysed with help of different data analysis tools and the findings will be presented with help of
graph, chart and interpretations.
Chapter 5- Conclusion and recommendation
In the last chapter that is the conclusion and recommendation all the conclusions of the
finding a being highlighted in order to provide a brief summary of the key findings of the
research report. In addition to this sum of the recommendation for improving the research and for
improving the company's performance are being provided. These recommendations will assist
the company in improving the performance by adapting to these recommendations.
Chapter 2: Literature Review
Literature review chapter is a part of research project that depict the views and opinions
presented by different authors over the topic of study. This is an important part of research study

where the opinions stated by the scholars are represented to project the best suitable information
and knowledge over the topic of study.
Evolution of pandemic situation and its impact over profitability and operational efficiency of
overall coffee industry.
As per the views presented by the Rafi (2020), the entire world has noticed the pandemic
situation. The effect of pandemic is such that based on the guidelines issues by the world health
organization lockdown is being imposed in United Kingdom. The lockdown situation couldn’t
let the business ventures to open up the restaurant and other such entities. This is important for
the overall growth and development practice of business entity to open up stores so that company
can attract customers and sale the products offer by the business entity. Especially the coffee
shops are totally based on the customer attraction. Pandemic could not let the coffee houses to
open up the stores which fundamentally stopped the income or the inflow of the income in the
business. Pandemic has completely stooped the business life cycle that could somehow imposed
many restrictions as a business undertaking. This is important fact part of the business house that
the ventures should be open up in respect to attract potential customers in the market. The role of
the business entities is essential in attracting the potential customers of the organisation in
respect to sustain an operational flow in business.
On the basis of the views projected by the Nordmann and et.al. (2020), the impacts of the
covid pandemic has been drastic and such that the guidelines issues by the world health
organisation related to covid pandemic is such that social distancing like norms. This could cost
extra financial resources for the companies to deliver the same level of operations. All this could
completely damage the business and growth possibilities of the business unit. Social distancing
norms could minimise the overall space of the coffee houses and such other aspects. The extra
cost incurred by the coffee houses to cope up with the covid 19 guidelines has been charged
agabst the sales process charge by the company. All this certainly decreased the profit margins
earn by the business venture. Profit making is among the core objectives behind the business
operations entertained by the organisation. Due to the extra cost incurred by the company the
profit percentage could minimise or restrict in favour of the business undertaking. It could
certainly restyrict the company in meeting up the overall objectives set behind the business
operations entertained by the company.

The criticism has been made by the Narula and et.al. (2020), in its study over the covid
19 impacts over the coffee houses in United Kingdom. This has been evaluated the pandemic
situation could completely shatter the entire business growth and development possibilities in the
market. The impacts of the pandemic has been drastic that the business ventures could not
entertain and run the regular business operations which could completely stop the business
undertaking in entertaining and meeting up the final business objectives. The role of the
pandemic is such drastic that the entire growth situation could minimises by the business
environment. The lockdown could not let the business venture to sale the products and to run the
business operations. Along with this the cost of producing the same products in the market has
also increased due to the pandemic like situation. On the basis of the views illustrated by the
Morton (2020), it has been certainly indicated that the pandemic has increased the cost of
producing the final products. This could certainly reduce the profits of the company. As the
company could not increase the sale prices in comparison to the increased cist which has directly
reduced the profitability of the business entity. This has also impacted negatively over the
growth and development of business possibilities of the company. Growth and profit making is
among the core objectives associated with the business venture. The role of the covid pandemic
is such that company could not meet its core business objectives. The stakeholder engagement
has also shattered due to the low profit and growth rate achieved by the coffee houses in the
market. There are many business reports has depicted that as an impact of the covid pandemic
many coffee houses has reported the negative growth rate. This could also raise about the
question of sustainability of the business house in market.
As per the views stated by the Milojevic and Katsadze (2020), covid 19 pandemic could
completely loose the stakeholder trust in favour of the business venture. Especially the investor
of the business venture could not offer the possible engagement of the stakeholders and other
investors associated with the business entity. This has challenged the business entity at a huge
level in against to the pandemic crisis. The trust of stakeholder in business operations and overall
growth of the company has been massive. It has certainly changed the mindset of the investor as
many of the stakeholders looking for the business expansion and growth oriented opportunities
could stop all the plans that can allow such people to gain the effective financial returns and
outcome as a business venture. It is certain that the business venture has been effectively allowed
to manage the business operations but due to the pandemic like situation all operations that

business venture are operating could damage all the chances and opportunities related to the
profit making perspectives. This is another drastic impact that covid 19 pandemic has faced in
against to deliver the business operations. It has been very essential for the business venture to
certainly allow the major business expansion and growth oriented opportunities. Due to the
pandemic situation the already operating business ventures are also not being able enough to
deliver and approach the best level of business growth and development possibilities.
Strategies to regain their market share and attract more of the consumers.
The views projected by the Memon and et.al. (2021), about the strategic choices available
with the companies engaged in coffee business. The post covid situation has been strongly
challenging for the companies at a global level. Especially the business venture that has been
involved under the coffee business this is strongly favourable for the business houses to clearly
implement all the plans that can empower the best level of business growth and development
possibilities. Business ventures can adopt the social media marketing strategies. This is a crucial
strategic choice that is available in front of the business entities as it supports the business houses
to effectively promote the products and services offer by the business venture. This strategy
would allow the company to regain the brand value even after the impact of pandemic. This is
essential in the coffee business to hold a strong brand value that can empower the companies and
business undertaking to approach the best possible growth and business development
possibilities.
The criticism has been made by the Leclerc, Murray and Ircha (2021), about the use of
the social media strategy. This model is only capable enough to attract a particular customer
base. The young people are certainly active over the different social media platforms. This make
is more effective for the company to encourage the overall strategic growth of the business
venture. This strategic choice could risk the entire business model at a huge level. The data
protection becomes the major challenge associated with the business house. Data safety is always
a priority aspect of every business growth and development possibilities. As the social media
marketing do not cater the strong control over protecting data and personal information related to
the business idea. This can certainly empowered the business unit to certainly approach the
business in the best way possible. Due to the data and information leakage issue this is a high
possibility that company get to face a strong failure in against to deliver the business operations.

The views illustrated by the Igbinakhase (2021), is such that company can also follow the
competitive pricing strategy. This is a strong strategic choice that would favour the organisation
to attract the customer even in the situation of pandemic. This is pretty obvious that due to the
pandemic like situation many people get to lose the job and employment opportunities in market.
This strategy would also attract to the customers that has also loose the job to come and explore
the various coffee products. The competitive pricing policy of the business venture would also
attract the competitive advantage in favour of the business venture. This is essential for the
business undertaking to take on the competitive advantage by attracting all the products at the
most affordable price range. Pricing become an important tool that attract the customers to have
and entertain the products offer by the company. This strategy would attract all types of customer
base start from the middle class to upper class economic background people. This makes it more
essential for the business unit to effectively approach target customer base and profile.
The Høier, Chaaban and Andersen (2021), has criticised the use of the competitive
pricing policy. This is a strategy where company offer the products at a price where business
venture can easily attract all its potential customers available in the market. This strategy
certainly allows company to attract more customers but it is equally difficult for the business
venture to cope up with the desired profit margin. The profitability is among the core business
objective and with support of this strategic choice company require to lose the expected profit
margin business can offer to its operations. The criticism has been made on the ground or the fact
that loosing profitability margin becomes the essential task that certainly restricts the business
venture and entity to approach the operations in the best way possible.
As per the views stated by the Alexandri and Janoschka (2020), company can adopt the
safety and strong health measures. The pandemic could make the people and customers in the
market more aware about the safety and hygiene like aspects of products. This is important that
the business entity get engaged in all these aspects and factors so that trust of the customers
could have been gained by the business venture. This will certainly empower the organisation
and business entity to approach the business objectives in the best way possible. This is an
important aspect associated with the business model that the company take care of all the health
and safety like margins. If the business entity would get engaged into all these aspects than it
would favour and empower the company to approach the requirements and needs of the target
customers in the best way possible. This will not only motivate thee existing customers of

company to sustain in the business but along with that it also empower the new customer base to
come and explore the business possibilities in the market. This strategic choice would certainly
allow the organisation and venture to expand the growth rate and profit margins and possibilities
related to the business in the best way possible. This is among the key strategic choices available
with the company that can easily be used by the company in against to deliver the overall
strategic growth and development possibilities even in the situation of covid pandemic and the
post pandemic situation.
Product development is another strategy that company can adopt in order to regain the
market share even after the situation of covid 19 pandemic. This strategy will favour the business
entity to achieve the best level of business growth and development possibilities’. This is
essential for the company to understand the market requirements and based on that approach the
best possible strategic choice that can empower the business unit to boost up the existing market
share of the business enterprises. The views of the Szromek (2021), supported to use of this
strategic choice a sit guide the company in such way that the organisation gets to attract new
potential customers in against to deliver the business objectives associated with the organisation.
Different challenges which create issues for attracting the consumers.
Market is full of competitive forces that restrict the company for achieving the business
objectives. Attracting customer is a huge challenge that company face. The coffee product offer
potential level of profitability margins. The markets full of aggressive level of competitive
factors that do not favour business enterprises for taking up the competitive edge in the
respective market. Badat, Ocampo and Yong (2021), depicted the fact in its study that
availability of plenty of business enterprises is always tough for the business venture to handle
and attract the similar business objectives. This creates a huge challenge for the business venture
to attract the similar number of customers. Availability of multiple options always distracts the
business enterprises to sustain more effective growth and business advancement practices. This
also restricts the company for keeping prices of products at a lowest level. This is essential for
the business entity to effectively approach the best level of business growth and development
possibility of the organisation.
As per the views reflected by the Nguyen and et.al. (2020), it is indicated that the pricing
is another key challenge that company require to face in against to deliver the business
operations. In case the business entity charge more than the average level of prices companies

are charging in market than it would negatively affect the decision making of the potential
customer in market. This would certainly influence the decision making of the target customer
for entertaining the product and services offer by the company. If the company charges the usual
prices in order to sale the product than there is a high possibility that the business entity get to
loose the customer base. This is a usual circumstances associated with the business entity that the
company and business entity get to deliver the business operations at a sacrificed pricing
structure. As per the views illustrated by the Limsuwan (2021), this is certainly indicated that
company require to mitigate the profitability margins at a prices where the business entity get to
deliver all its business objective. The challenge is always associated with the level of price
company charge. Every customer in the market always motivated towards buying the product
that can cost them less as compare to other products. In case of company do not reduces its
pricing than this would certainly allow the extra cost to business entity. This is a huge challenge
associated with the business entity as it is not allowed to charge the cost that is desired by the
business entity in against to deliver the business objectives.
The illustration over the topic done by the de Queiroz and et.al. (2018), was such that
inflation in economy is also considered as among the major challenge part of the business entity
when it comes to deliver the business operations of organisation. Inflation directly influence and
restrict the buying capacity and ability of the potential customer in market. This is an important
element that restricts the company to achieve all its various business objectives in the best way
possible. The factor is very significant in nature that can drive and guide the company at such
level that the organisation do not get to achieve the sales targets. The role of inflation is directly
under to reduce the income or the purchasing power of potential or target customer and to restrict
the overall potential ability of the business enterprises in order to achieve the business objectives.

Chapter 3: Research Methodology
This chapter of research methodology represent the in-depth information and aspects
related to the research study. The research methodology section is all about depicting different
areas of research study or topic that can support the scholar to approach the entire study in the
best way possible. This section or chapter of the research study comprises with elements like
research type, research approach, research design, research strategy, data collection, sampling,
data analysis and ethical consideration like elements. All these different part of the chapter allow
and support the scholar to approach the entire study in the best way possible.
Research type
Research type is a type of study that is correctly conducting by the scholar. This is all
about the type of study that is being delivered by the scholar in respect to the various business
aspects. Researchers are off two different type one is qualitative research and the other one is
quantitative type of research study. The both kind of researches allow scholar to approach the
different research objectives in the best way possible. Qualitative research study is a type of
study in which the information that is consumed to deliver the whole study is comprises with the
theoretical models, practices, information and other such aspects that can favour and empower
the scholar to approach the entire study in the best way possible. This type of research study also
involve the information that contain statistical data and presentation that can empower the study
to reach at the final designated outcome as a part of study conducted (Czarniecka-Skubina and
et.al., 2021). Quantitative research study on the other hand comprises and consumes only the
quantitative data and information. The information or knowledge only in statistical term is
utilised as a part of this study type. The quantitative research type only consumes statistical
information that can empower the scholar to approach the research objectives in the best way
possible. The existing study has consumed the qualitative research type. The nurture of study
requires the scholar to approach the whole study with support of the qualitative type of research
study. This could favour the scholar to consume both the type of information such as in data or
statistical format and also in the theoretical format. This research require researcher to utilise this
type of study in order to approach the final research objectives.
Research Approach
Research approach is all about the approach that is taken to conduct the whole research
study. The role of the research approach is to direct and guide the scholar to approach the whole

research study. This is an important element associated with the research study. The research
approach is off different types such as descriptive, remedial and explanatory type of research
approaches. Descriptive research approach is a type of study that involves the descriptive
approach to deliver the whole study. This involves the description about every single element
associated with the research study. This is a research approach that fundamentally supports the
scholar to enhance the level of expertise in against to deliver the entire research study. This
approach is also about to identify the answers of the framed question in against to deliver the
wgole research study. Explanatory approach on the other hand is about to find the answer of the
enigmatic questions. This is all about identifying the answers related to some unusual question.
In the different or unique study or the study that is conducted for the first time where scholar do
not contain any idea about the study and its associated outcome require this study type to be
conducted. The last approach is remedial approach. This is all about identifying some strong
solution of the problem or issue. This is a rare study that tries to focus on approaching the
solution of the problem in against of delivering research study. The current study has focused
over descriptive approach of research study. This is a study that is about to deliver the entire
study with support of the description in the entire study.
Research design
Research design is an object that involves the entire design and structure of the study that
favour the scholar to approach the entire study in the most systematic manner. Research design is
off different types such as inductive, deductive and abductive type of designs. Inductive research
design is all about identifying the objective of study on the basis of the information available.
This is all about implementing the whole information for approaching the final research
objectives. This is a research design that is all about to deliver the study in such way that the
scholar gets to approach the research objectives in the best way possible. Another typoe of
research design is the deductive type of design. This is all about the research design that supports
the scholar to identify the right source to generate the potential information in against to deliver
the research study. Deductive study is more about interpreting the information in such manner
that the scholar gets to entertain the set research objectives. The last design is abductive. This is a
combination of both inductive and deductive research design.
Research strategy

This study will be conducted with support of the qualitative research study. This involves
information in the form of theoretical model, theories and all other form of information.
Qualitative research strategy would empower the scholar to generate the most potential source of
information to entertain the final research objective set behind this study. Researcher has formed
that it is essential for the scholar to approach the entire study in the best way forward.
Data collection
Data collection is a process that is about to collect the potential information in the best
way forward. Data collection is all about collecting the information required to deliver the final
research objective set by the scholar. This involves methods like primary method of data
collection and the secondary method of data collection. Primary method of data collection is all
about approaching the fresh sources that are never being used. This involves putting the
individual efforts by the scholar to generate the information required to achieve the final research
objectives (Bhatia and Argüello, 2021). The information collected under this source is never
being utilised or explored by the scholar. Another method of data collection is the secondary
technique of collecting the data and information. This is all about approaching secondary or
already explored sources to collect and generate the most potential information required to
achieve the final research objectives. Information under this source is already utilised and
consumed. In the current study the both methods primary and secondary method of data
collection is consumed. This involves both the methods like primary and secondary technique to
collect the required and desired information. The questionnaire method or technique is consumed
to collect the information under the primary method of data collection. In order to approach the
secondary method literature review is done so that best level or potential of information will be
collected by the scholar.
Sampling
Sampling is all about identifying the primary sources to collect and generate the
information in against to deliver the research study. The process of sampling is all about
idenbtifying the potential primary sources and generates the best level of information to achieve
the final research objective. Sampling is done with support of techniques like simple random
sampling, probability sampling and such like methods. Simple random sampling is a method or
technique that would include approaching any source to collect the best suitable primary

information for achieving the final research objective. 30 employees of Costa Coffee will be
approached to collect the information under primary research.
Data analysis
Data analysis is a section of research study that is about to analysis and interprets the
information collected under the data collection stage. Role of the data analysis is all about
evaluate and interpret the information that can provide the best suitable source or medium of
information as a scholar. The data analysis is always a priority source that can empower the
scholar to approach the entire practice in such way that the researcher get to achieve the overall
objectives behind conducting the research study. This process is very crucial for the scholar as it
always support the research to evaluate the information collected in such manner that the final
research objectives could been approached in the best way possible. Data analysis is always a
crucial practice for the scholar that it allowed the researcher to evaluate and analysis the whole
information in such manner that the researcher gets the best level of objectives in against to the
study conducted.
Ethical consideration
Ethical consideration is also a crucial part of the research study conducted. This study has
conducted all principles related to the ethical consideration. The information is collected under
this study from all the valid and authentic sources that can generate the best level of fair and true
information for the scholar. The role of ethical consideration is very important and effective fpor
the scholar as it support and guide the scholar to approach the information sources in the best
way possible. Also the scholar did not try to influence the whole information collected in any
way. Consent forms are also filled from the information provider.

DATA ANALYSIS AND FINDINGS
Theme 1- Yes, there is awareness relating to the evolution and effects of pandemic.
Particular Respondent % of Respondent
Yes 24 80
No 6 20
Total 30 100
Interpretation- with the analysis of the primary data being gathered from 30 respondents it was
clear that people are aware of the evolution of the pandemic. This was agreed by 80 % of the
respondent that they are aware about the changes occurring due to the pandemic. This is
particularly because of the reason that the current pandemic has affected the overall business. on
the other hand, the remaining respondent do not agree to this and states that they are not aware of
the effects of pandemic over profitability of business.
Theme 2- Strongly agreed that there is effect of the pandemic on the whole world.
Particular Respondent % of Respondent
Strongly agree 12 40
Agreed 5 16.6667
Neutral 2 6.66667

Disagreed 6 20
Strongly disagreed 5 16.6667
Total 30 100
Interpretation- with the analysis of the data assimilated it is evident that the majority of people
that is 40 % strongly agreed that there is high impact of pandemic over the whole world. The
reason behind this fact is that pandemic has affected the whole world and the effects of pandemic
can be seen. On the other hand, some of the people stated that they are strongly disagreed while
some disagree and some are neutral with the effects of the pandemic.
Theme 3- Negative impact is being created by the pandemic over the operations within the
coffee industry.
Particular Respondent % of Respondent
Positive 2 6.66667
Negative 28 93.3333
No impact 0 0
Total 30 100

Interpretation- on the analysis of the primary data gathered it was analysed that the current
pandemic has resulted in increased negative impact over the working of the company. the reason
pertaining to this fact is that 93.33 % of the respondent stated that the pandemic has resulted in
shutdown of the businesses and due to this it resulted in creation of negative impact over the
working of the company. On the other hand, the remaining employees stated that there is positive
impact of the working due to pandemic. As per the views of Guido, Knudson and Rhiney (2020)
a negative impact is being created of the pandemic over the business. this was majorly because
of the fact that the pandemic resulted in lockdown and due to this sales of company declined.
Theme 4- Yes, there is a relation being present among pandemic and the profitability of the
company.
Particular Respondent % of Respondent
Yes 23 76.6667
No 7 23.3333
Total 30 100

Interpretation- On the evaluation of the data gathered and arranged from 30 respondents it was
evaluated that there is a relationship being present within the pandemic and profitability of the
company. The reason underlying this fact is that the pandemic created a negative impact and
because of this there was an inverse relationship between the pandemic and profitability. On the
other hand, Ahmed and et.al., (2021) stated that the pandemic resulted in economic shutdown
and due to this there was a stoppage in business which caused to inverse relations. While some of
the people argued that there is no impact and relation between the pandemic and the profitability.
Theme 5- All of the above are the major impact of COVID 19 on working of Costa Coffee.
Particular Respondent % of Respondent
Shut down of business 5 16.6667
Increase in cost of company 5 16.6667
Decrease in sales of the
company 5 16.6667
All of the above 15 50
Total 30 100

Interpretation- by the analysis of the data being gathered from 30 respondents is was seen that
there are different types of the impact which COVID 19 has over the working of the company. as
agreed by 50 % of the majority of participant it was evaluated that all of the above are the major
benefit of using different strategies of the business. This all of the above involves the factors like
shutdown of business, decrease in sales of company, increase in cost of the company. Tsagakis
and Papatriantafyllou (2020) supports that the pandemic has created a negative impact over the
wide range of products provided by company.
Theme 6- Yes, there are different types of strategies which are helpful to company for reviving
after the current pandemic.
Particular Respondent % of Respondent
Yes 25 83.3333
No 5 16.6667
Total 30 100

Interpretation- with the analysis of the data being gathered from the primary respondent it was
evaluated that the use of different strategies can assist in reviving the company after pandemic.
This was agreed by 83.33 % of the population that the use of the different strategies will provide
a better way for managing the operations of the company keeping in mind the current pandemic.
As supported by Rapaccini and et.al., (2020) the use of different strategies is recommended to
the company as it will provide a guidance to the company that how they can improve the
working in proper and effective manner.
Theme 7- All of the above are the different types of the strategies which are helpful to Costa
coffee in for improving the business after pandemic.
Particular Respondent % of Respondent
Social media marketing strategies 3 10
Competitive pricing strategies 9 30
Compliance with health and safety
measures 8 26.6667
All of the above 10 33.3333
Total 30 100

Interpretation- on the evaluation of the data gathered with help of questionnaire it was analysed
that all of the above are the majority of the strategies agreed by the respondent. This is
particularly because of the reason that in all of the above the different strategies are included.
These strategies are like use of social media marketing, competitive pricing strategies and
compliance with the health and safety measures with respect to the current COVID 19. In the
views of Hassen, El Bilali and Allahyari (2020) these strategies are assistive to the company in
order to manage their operations in proper and effective manner. By complying with all the
regulatory requirements the company can assure the consumers relating to the safety of the
consumers and this will attract them towards the company. however, the remaining respondents
agree to all these strategies on individual basis.
Theme 8- Increase in the sales of the company is the major benefit of undertaking the use of the
strategies for management of work post pandemic.
Particular Respond
ent
% of
Respondent
Increase in sales of company 12 40
Satisfaction of consumers 3 10
Developing new product to meet requirement of consumer
post pandemic 5 16.6667
All of the above 10 33.3333
Total 30 100

Interpretation- on the evaluation of the data gathered with help of the primary respondent it was
evaluated that undertaking the use of different strategies assist the company in improving their
performance. with the help of the 40 % respondent it was analysed that the use of these strategies
provide the benefit of increase in sales of the company. as per the views of Bienen (2020) the
major reason pertaining to this fact is that when the company will undertake the use of
combination of strategies then this will attract majority of consumer and will result in increase in
sales of the company.
Theme 9- Yes, there are a range of different challenges which will affect the working of the
company to a company and restrict in attracting consumers.
Particular Respondent % of Respondent
Yes 20 66.6667
No 10 33.3333
Total 30 100

Interpretation- on the analysis of the data being gathered from 30 respondents it was evaluated
that with benefits there are also some of the challenges which can affect the process of attracting
the consumer after the pandemic. By analysing the views of 66.66 % of the participant it was
evaluated that people agree that there are also many challenges which restricts the working of the
company after pandemic.
Theme 10- Increase in the cost of the company is the major challenge which can restrict the
company in attracting the consumers.
Particular Respondent % of Respondent
Fear among the consumers relating to getting
infected 6 20
Unemployment 7 23.3333
Low marketing 7 23.3333
Increase in cost of the company 10 33.3333
Total 30 100

Interpretation- on the analysis of the views provided by 30 respondents it was analysed that there
are many different challenges which the company is facing due to the pandemic. Hence, as per
the views of 33.33 % it was evaluated that the increase in cost of the company is the most
common challenge which will affect the working. The major reason pertaining to this fact is that
when company will comply with all the necessary requirement of pandemic then this will
increase the cost of the company to a great extent. On the other hand, some of the respondent
stated that unemployment and low marketing will be the challenge which will restrict the
company to attract consumers.
Discussion
The above findings stated that the pandemic has affected the working of the company to a
great extent. This is particularly because of the reason that this was a global event and it affected
the overall working environment. Hence, the different business was impacted and hospitality
industry was the one which was affected to a great extent. As per the views of Carvalho and
et.al., (2020) the pandemic has affected the hospitality industry as people were fearing to go out.
Also, the pandemic resulted in lockdown of the economies and this stopped travelling to other
countries and as a result of this travel and tourism was affected. Further it was analysed that the
negative impact was being created because of pandemic over the effective working of the
company. this is particularly because of the reason that due to pandemic people stopped going
out of their homes for relaxing and due to this the profitability of the hospitality industry
decreased.

On the other hand, How can coffee shops draw customers back after COVID- 19? (2021)
criticized the fact that the pandemic has affected the whole globe altogether. But the companies
can undertake the use of different strategies in order to revive back the business. the major
reason underlying this fact is that company can have a focus on the effective use of marketing
strategies. This is particularly because of the reason that the effective marketing will help in
proper attracting of consumers. Further another strategy identified was adhering to the safety and
health measures being provided by the government. This is pertaining to the fact that due to
effects of pandemic the government of the country has resulted in making many different steps
and regulations. This is particularly because of the reason that this compliance with safety
measures will motivate the consumers to come to the place.
In addition to this Suresh, Renukappa and Stride (2020) evaluated and stated that there
are also some of the issues or challenges which restrict the effective working of the company.
this is pertaining to the fact that these challenges negatively impact the working of the company.
The reason underlying this fact is that these challenges creates negative impact over working of
the company. For instance, the proper compliance with all the safety measures like the proper
sanitization will result in increase in the cost for the company. this is particularly because of the
reason that proper sanitisation stand need to be placed at everywhere within the coffee shop and
for this the cost of the company will be increased.

CONCLUSION AND RECOMMENDATION
Conclusion
Currently the pandemic has affected the working and operations of the company to a
great extent. This is particularly because of the reason that the business exists in external
environment and any change within external environment will lead to effects on business. hence,
the above study evaluated the fact that the pandemic has negatively impacted the businesses.
With the first chapter it was concluded that setting correct aim and objective is very essential.
The reason behind this fact is that when the aim and objectives are clearly set then the research
results in successful completion. Further the LR chapter highlighted the fact that the major
impact of pandemic was decrease in the profitability of the company. also it was evaluated that
the use of different strategies will assist the company in developing the business post pandemic.
In addition to this it was also concluded from this chapter that there are many different
challenges which restrict the sales of the company.
In addition to this RM chapter evaluated the fact that use of qualitative research and
thematic analysis was helpful for developing theoretical knowledge. In the end with the help of
the data analysis section it was clear that the use of different strategies like use of social media
marketing, complying with safety measures and competitive pricing strategy was helpful for
Costa Coffee to improve their operational efficiency. Further the data analysis section also
highlighted the fact that there are also many different challenges which can restrict operations of
the Costa coffee. But out of all the options only the major challenges which affects the operation
of company is the increase in cost of the company. This is pertaining to the fact that for

complying with the preventive measures the cost of the company will increase. the major
challenge identified within the study was increase in cost of the company. also it was highlighted
that the major benefit of adopting the use of different strategies was increase in sales of the
company.
Recommendation
The above evaluation highlighted the fact that the pandemic has affected the business and
its operational efficiency to a great extent. Hence, for this it is advisable to Costa coffee to
improve their working efficiency. For this some of the recommendation and suggestion to Costa
coffee are as follows-
 The first and foremost recommendation to Costa coffee is to work on the quality of the
product and services being provided to the consumers. This is particularly because of the
reason that after the pandemic the consumers have become more conscious relating to the
quality of the services. So it is advisable to Costa coffee that they must effectively focus
on the quality.
 In addition to this it is also suggested to Costa coffee that they must have an emphasis
over the safety and hygiene protocol in order to provide good services to the people
coming. The major reason pertaining to this fact is that when the good quality services
are being provided to the consumers then they will definitely come to the place.
 Moreover, it is also suggested to Costa coffee that they must focus on the effective
marketing of the product and services. The reason underneath this fact is that when the
effective marketing is being done with help of latest tools then this will attract large
number of consumers. In addition to this Costa coffee must also include all the preventive
measures within this marketing campaign so that the consumer become aware of all the
strategies adopted by the company.

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Online
How can coffee shops draw customers back after COVID- 19? 2021. [Online]. Available
through: < https://perfectdailygrind.com/2021/03/how-can-coffee-shops-draw-customers-
back-after-covid-19/>

Abstract
Questionnaire
Name:
Age:
Gender:
Q1. Are you aware of the evolution of the pandemic and its effect?
 Yes
 No
Q2. Is there the effect of the pandemic on whole world?
 Strongly agree
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
Q3. What was the impact of the pandemic over the operations of the coffee industry?
 Positive
 Negative
 No impact
Q4. Is there any relation between the pandemic and profitability of the company?
 Yes
 No
Q5. What was the impact of the COVID- 19 over working of Costa coffee?
 Shut down of business
 Increase in cost of company
 Decrease in sales of the company
 All of the above
Q6. Are there any strategies which could assist the company in reviving this pandemic
situation?
 Yes
 No
Q7. From the following which are the major strategies assistive to Costa coffee in order to
revive the business after the pandemic?
 Social media marketing strategies
 Competitive pricing strategies
 Compliance with health and safety measures
 All of the above

Q8. What are the benefits of using these strategies in order to improve the performance of
the company after pandemic?
 Increase in sales of company
 Satisfaction of consumers
 Developing new product to meet requirement of consumer post pandemic
 All of the above
Q9. Is there any challenge which affects the working of the company to a great extent?
 Yes
 No
Q10. From the following which are the major challenge which can restrict Costa Coffee in
attracting the consumers?
 Fear among the consumers relating to getting infected
 Unemployment
 Low marketing
 Increase in cost of the company
Q11. What are some of the recommendation for improving the services and product of the
company to a great extent?