Gadeline Cafe: Montreal Vegan Market - Competitive Advantage Report

This report assesses the competitive advantage of Gadeline Café, a new vegan coffee shop concept in Montreal, Canada. Gadeline aims to promote healthy lifestyles by offering vegetarian and vegan options in a friendly environment. The café's competitive advantages include added value through eco-friendly catering and furniture, an innovative focus on wildlife conservation and healthy eating, appealing to a broad audience with diverse dietary needs, a prime location, varied coffee and vegan snack choices, and skilled staff. The target market is segmented geographically (Montreal), psychographically (lifestyle influences), demographically, and by usage behaviors, focusing on the growing vegan population driven by concerns for animal welfare and environmental impact. The report references sources to support its analysis of the competitive landscape and market trends.

Running head: MERCHANDISING
Gadeline
Merchandising
11/2/2018

MERCHANDISING 1
Part A
Competitive Advantage is a situation that permits a country or company to create a service or
good of equal value at a lesser price or in a required fashion (Porter and Michael 100). These
situations permit a dynamic entity to get increased sales or higher margins as compared to its
competitor present in the market (Madsen, Tammy and Gordon 119). Gadeline café is a new
concept that is focused on providing a good and friendly ambience. The motive of café is to
increase awareness regarding a healthy lifestyle by taking vegetarian or vegan food. Gadeline
possesses unique features in comparison to its rivals present in the market, which provides it
the capability to attain higher profit over time. Some of the features that help business in
attaining the competitive advantage are:
Added Value – Added value is said to be the extra benefit that is offered to the customers by
the business over its rivals (Porter and Michael 5). Gadeline is a fresh concept of café that
offers vegetarian food and coffee. The customers get the facility of taking away or they can
even enjoy vegetarian food and coffee with the friends, family in the café, where the catering
and furniture are made from materials that are nature-friendly and reprocessing products. In
addition, the café will also offer vegan snacks.
Innovative Idea – The idea behind the concept of Gadeline café is to take initiative in saving
the wildlife and increase the awareness regarding taking a healthy vegetarian food. The vegan
food is very rich in some type of nutrients along with this it helps in losing weight and
maintaining a balanced diet. This innovative idea of establishing a vegetarian cafe has
resulted in encouraging people to change their eating choices and adopting meat-free diets.
Appealing to a broader audience – When people visit any place in a group, they prefer to
choose a place where all can get dishes that can fulfill their health, taste, or dietary needs. If

MERCHANDISING 2
45% of millennial like to have, a vegan or vegetarian food then in every younger party there
will be around 50% chances that every person in that group will like to select vegetarian
options (Are Vegan/Vegetarian Options Reshaping The Restaurant Industry?).
Appealing Location and Infrastructure – The infrastructure of Gadeline café is very
appealing for the customers who love to spend their valuable time at an open place as well as
close to nature because the caterings and furniture of the café are made up eco-friendly
material.
Offering More Choices – The Gadeline café has a variety of options to serve its customers.
It will offer different options in coffee as well as vegan snacks made up of quality ingredients
that will take care of their health and diet.
Special Skills – The chef of the café possess special skills of cooking that make the food
delicious and healthy that will force the customer to visit again. Besides this, all the staff
members including waiters are well trained that will offer excellent services to the customers.

MERCHANDISING 3
References
Hannah. Gourmet Marketing. May. 2017. Web. 2 November 2018.
Madsen, Tammy L., and Gordon Walker. Modern competitive strategy. U.S: McGraw Hill,
2015.
Porter, Michael E. "The new competitive advantage: Creating shared value." Presentation at
the HSM World Business Forum CSV. Retrieved August. Vol. 21. 2012.
Porter, Michael E. Competitive advantage of nations: creating and sustaining superior
performance. U.S: Simon and Schuster, 2011.