EcoDelight Cafés Ltd is a rapidly expanding chain of environmentally conscious coffee shops focused on sustainability, innovation and ethical business practices. Founded five years ago by Sarah Patel, the business emerged to address a market gap for eco-friendly cafés. Sarah’s vision was inspired by her frustration with the coffee industry's lack of environmentally conscious options. Starting with a single café in her hometown, Sarah grew the business into a nationwide brand with 25 locations, with plans to open ten more in the coming year
A cornerstone of EcoDelight’s success is its strong unique selling proposition: promoting sustainability at every level of its operations. This includes sourcing coffee beans exclusively from fair-trade certified farms, using biodegradable packaging and incentivising customers to use reusable cups through a popular loyalty rewards programme. Additionally, the café interiors feature educational displays about green farming and recycling practices. These efforts resonate particularly with millennials, who make up 65% of EcoDelight’s customer base and have helped build a loyal following in a competitive market
Corporate social responsibility (CSR) is at the heart of EcoDelight’s mission. The company donates 2% of its annual profits to environmental causes, such as reforestation projects and ocean clean-up initiatives. Employees are encouraged to participate in these initiatives through paid volunteering days. These efforts have not only contributed to a positive brand image but have also fostered community engagement. A recent survey found that 75% of customers are aware of EcoDelight’s CSR activities, and 80% stated that these efforts influence their decision to choose the brand over competitors
Sarah’s leadership has played a key role in the company’s growth. In the early years, her autocratic style allowed for quick decision-making and clear direction during the start-up phase. However, as the business grew, Sarah adopted a more democratic and situational leadership style to manage a larger and more diverse team. Employees have shared mixed feedback on her leadership, with many appreciating her consultative approach, while others sometimes feel decisions take too long. Insights from staff feedback are detailed in Table 2
Looking ahead, Sarah is considering introducing a range of organic snacks, including granola bars and vegan pastries, to complement the coffee offerings. Preliminary sales forecasts (Table 1) suggest that these snacks could significantly boost revenue, but they also highlight potential challenges, such as demand variability and increased ingredient costs. To make informed decisions, Sarah is exploring a more structured approach to sales forecasting, recognising its importance for managing cash flow and inventory
As EcoDelight continues to grow, operational challenges have emerged. Maintaining service quality across all locations has been difficult, with staff turnover reaching 25%, significantly higher than the industry average of 15%. Qualitative feedback from employees reveals that while many value the company’s ethical focus, others feel overburdened due to rapid expansion. Sarah is now considering implementing more robust training programmes and recruitment strategies to ensure that EcoDelight’s high standards of service are upheld across all locations
Table 1: Sales forecast for organic snacks (next six months)
Month | Projected revenue ($) | Variance from expectations (%) |
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January | 12,000 | +5 |
February | 11,500 | −3 |
March | 12,300 | +2 |
April | 10,800 | −8 |
May | 13,000 | +10 |
June | 11,200 | −5 |
Table 2: Employee feedback on Sarah's leadership
Role | Feedback |
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Café assistant | “In the early days, decisions were quick, but I felt excluded from the process.” |
Barista | “I appreciate being consulted on decisions; it makes me feel valued.” |
Store manager | “Sarah adapts well to challenges — sometimes firm, other times collaborative.” |
Administrative assistant | “She cares about our well-being, but sometimes it feels like decisions are made for us, not with us.” |
Chef | “On rare occasions, there’s too much freedom, and things become disorganised.” |