Introduction In order to come up and establish a successful and renowned coffee shop of your own, hiring the best

barista in town is paramount. The book How to Open a Financially Successful Coffee, Espresso & Tea Shop by Elizabeth Godsmar , !ora "rduser & #ou$las %& 'rown states that you will need to give a serious thought to how you can hire and keep top-notch baristas who can produce the best cup of coffee in town, as well providing outstanding service to your customers. You will have to devise a strategy that makes them want to stay in the job, rather than move on to work for the competition. Motivate, encourage, and offer tangible incentives- whatever it takes to maintain a happy workforce. art of making sure that your barista and his or her fellow workers want to !stay put" is to provide them with all the necessary tools and e#uipment that can make their job easier, thus following them to take pride in their work. $ccording to the sole proprietor of %af& $nti' Mr, (avy )into, in order to provide customers with #uality service- consistency, speed of service and customers sensitivity should always be observed among professional baristas. *irst impression always last, business has only one chance to make a good first impression. $ coffee shop is no e'ception. If a customer doesn+t like what they see and what they pay for they won+t be dropping in again. $ competent barista is essential in attaining #uality service that can cater to everyone. $mbiance is also another key factor we should consider in an establishing coffee shop of your own. The dictionary tells us ambiance is ,the character and feeling of a place,. The ambiance you create is one of your best marketing tools. The look and feel of your business and the brand you create is your signature, and it+s one of the most important reasons customers will choose you over the competition. -hether your cafe is already open or you+re in the beginning stages of planning your business, there are many things you can do to create an ambiance that will make a visit to your cafe a memorable e'perience for your customers. .elow is the list we should consider when developing your ambiance in a caf& by (iletto 'ruce& )*++,, Oct *+-& Caffe "mbiance in your Caf.& %etrie/ed 0o/ember 12,*+13, from http455espresso1+1&com5newsletter53,+4 Menu Yes, your menu is part of your ambiance. $s we always tell clients, you must first and foremost be known as a coffeehouse. You do not want to confuse people about who you are by marketing a varied menu that will have customers scratching their heads and wondering, )reat place, but what is it/ $ gelataria/ $ lunch spot/ $ bar/ .y no means does your mission to be known as a coffeehouse mean you have to limit your menu. Instead, it means you must present your menu in such a way that it will create a coffee house feel even though the menu may be e'pansive. Your employees and their knowledge of coffee the way your customers are treated during their visit to your business is also a critical

0lement of your ambiance, as is the overall knowledge your staff has about your menu and coffee. $ knowledgeable and customer service-oriented staff will make your customers feel they are fre#uenting an establishment that stresses #uality. The way your employees dress is also important. -ill you re#uire them to wear khaki slacks or shorts with black polo shirts and black hats/ The appearance of your staff is a critical part of the overall feel of your establishment. Your signage 1ever underestimate the importance of professionally designed signage. *rom your storefront sign with your logo to menu boards, countertop and retail signs, to uni#ue tabletop tents, each component of your signage should be professional, distinctive and thematic. Your small wares if you decide to sell items such as *rench presses and other brewing e#uipment, you will need to design a customer-friendly area that is in full view of your staff. It should be visually appealing and be kept fresh month to month with new displays and merchandise. Your media we cannot imagine building out or redesigning a cafe with ambiance in mind without putting a great deal of time into choosing the right music to play at various times of the day. 2pbeat music that would be appropriate in the evening may not appeal to your morning customers who have just gotten out of bed. If you have an Italian-themed bar with the ambiance of 3erona, you may want to interject some Italian music from artists like 4uccero or 0ros 5ama6otti. If your theme7branding and ambiance are geared to a very hip, young audience, it will likely suit your customers to include songs with a driving beat from cutting-edge alternative and electronic artists. The coffee shop industry has increased its popularity in the hilippines. $n article by "nenias,!aarni&C&The 6hilippine Coffee 7ndustry4 " profile& %etrie/ed 0o/ember 12, *+13, from http455www&bar&$o/&ph5di$est8home5di$est8archi/es51++8*++183rd8 9uarter5332:8;uly8sep+18the8philippine8coffee8industry8a8profile discussed that in our country no morning is complete without coffee. -e have our own .atangas .arako to be proud of. Instant coffee then came into the scene, and lately, gourmet and specialty coffee with the introduction of foreign caf&s such as 8tarbucks, 8eattle+s .est, and the like. %offee drinking has now become more than just a way to wake up one+s nerves, it has become a trend. $ccording to the book 7ntroduction to Hospitality ,th Edition by <ohn =al er cyber cafes are a recent trend in the coffee house sector. %yber cafes offer the use of computers, with Internet capability, for about 9: per hour. )uest can enjoy coffee, snacks, or even a meal while online. 5easonable rates allow regular guest to have an e-mail address. 8tudents as well as businesspeople find coffeehouses a place to rela', discuss, sociali6e, and study. The success of coffeehouses is reflected in the establishment of chains, such as 8tarbucks as well as family-owned, independent shops.

The researchers got very much interested in conducting a comparative study about the ; prominent coffee shops in %avite %ity namely %offtea 4one, %af& $nti' and 8ubi-Monte %af&. The ; coffee shops mentioned were chosen because of their identical image, functioning and growth and they are the only three major players in the coffee shop industry in %avite %ity. The aim of this research entitled !The ; 5enowned %offee 8hops in %avite %ity< $ %omparative 8tudy" is to identify what makes one differ from another in terms of their ambiance, #uality of service and products while providing suggestions and recommendations for improvements. This research is beneficial for future entrepreneurs who are planning to establish their own caf& and to improve brand loyalty among the customers of this three caf& in %avite %ity.