Conclusion

The research shows that the total number of customer in the OldTown White Coffee is more after the open fasting time period. This proved that the customer does not prefer to have open fasting dinner in the OldTown White Coffee. Besides that, the location of the OldTown White Coffee also plays an important effect on the number of customer. This is because that there are tight competitor around the OldTown White Coffee, for example, Fast Food Restaurant like KFC, McDonalds, Subway,  Indian and Mamak Restaurant are just 1km radius around OldTown White Coffee, therefore it bring direct impact on the total customer of OldTown White Coffee.

Other than that, the customer flow of OldTown White Coffee also consider less compare to other restaurant. For example, people are intend to sit longer during dinner time. This is because that the environment inside OldTown White Coffee is suitable for leisure and both business activities. Besides that, people also most likely to relax inside OldTown White Coffee, as their advertisement also encourage people to take their time in OldTown White Coffee, therefore, this all has causes the customer flow to be slow compare to other restaurant.

In conclusion, the result of the research reject the previous hypothesis, which is OldTown White Coffee has more customer during open fasting time period than after open fasting time period. Based on the observation for the research, the result shows that the total number of customer in OldTown White Coffee during the open fasting time period is less than the after open fasting time period. Besides that, the customer flow during the open fasting time period is slower than after open fasting time period in OldTown White Coffee.

Recommendation

Based on the previous research, I rejected the hypothesis that the during open fasting time period has more customer compare to after open fasting time period in the OldTown White Coffee. Besides that, the customer flow during open fasting time period also slower than after fasting time period. Therefore, there are lists of recommendation for OldTown White Coffee to do to improve their sales during open fasting time period.

Firstly, increase their advertisement by focuses on their open fasting meal set, which is the “Dalang” set. Based on the observation, the “Dalang” set only appear on radio advertisement, it does not appear in any newspaper and television. Therefore, OldTown White Coffee can consider advertising more to attract their potential customers, which are the Malays to have dinner in their restaurant.

Besides that, the OldTown White Coffee should improve their food serving time. Based on the observation, the serving time for OldTown White Coffee is consider slow compare to other restaurant. Furthermore, the Malays are not willing to wait for longer time due to fasting. Therefore, if OldTown White Coffee can improve their productivity and efficiency, they can attract more customers to dine in their restaurant. 

Lastly, the OldTown White Coffee should provide free appetizer before serving the food. As we know that Malays are mostly hungry before the meal is serve. Therefore, by providing the free appetizer, it can actually help the Malays to fill their tummy and calm down their mind. This not only helps the OldTown White Coffee to increase their customer during open fasting time, it also increase their reputation.

Result of the observation

Time	Total number of customer Inside OldTown White Coffee
During Open Fasting Time Period
7.30pm-7.40pm	11
7.40pm-7.50pm	16
7.50pm-8.00pm	14
8.00pm-8.10pm	16
8.10pm-8.20pm	17
8.20pm-8.30pm	15
After Open Fasting Time Period
8.30pm-8.40pm	14
8.40pm-8.50pm	14
8.50pm-9.00pm	16
9.00pm-9.10pm	20
9.10pm-9.20pm	22
9.20pm-9.30pm	21

From the result about, it shows that the total number of customer inside OldTown White Coffee are more on after open fasting time period than during open fasting time period. Besides that, from the video captured, it also shows that the non-Muslim are more likely to enter the OldTown White Coffee on both time period. This shows that the advertisement done by the company are not enough good to attract the Muslim to dine in during open fasting time period.  

The table above shows that the total number of customer in café within the two different time period. It shows that the number of customer in OldTown White Coffee is more after the open fasting time period. This proved that the OldTown White Coffee fails to attract the Muslim to having dinner in their restaurant. Besides that, people are likely to having a little chat in OldTown White Coffee after dinner. Therefore, the graph prove that there are only small or tiny increase in total number of customer after dinner period, which is the open fasting time period.

The average total number of customer inside OldTown White Coffee during the open fasting time period will be 14.83333, while the average total number of customer inside OldTown White Coffee after open fasting time period will be 17.833333. The result shows that the average number of customer inside OldTown White Coffee after open fasting period are more than during open fasting time period by three. This rejected the hypothesis that stat before the research start, which is the number of total customer inside OldTown White Coffee are more during the open fasting time period.

Customer Flow of OldTown White Coffee during Open Fasting Time Period and After Fasting Time Period.

Time	Customer Flow in OldTown White Coffee
During Open Fasting Time Period
7.30pm-7.40pm	(11) +4 +1
7.40pm-7.50pm	(16) -3 -3 +4
7.50pm-8.00pm	(14) + 1 +1
8.00pm-8.10pm	(16) -3 +4
8.10pm-8.20pm	(17) -1 +4 -3 -3 +1
8.20pm-8.30pm	(15) -1
After Open Fasting Time Period
8.30pm-8.40pm	(14) + 2 -4 -1 +2 +1
8.40pm-8.50pm	(14) -1 +3
8.50pm-9.00pm	(16) +4
9.00pm-9.10pm	(20) +1 +1
9.10pm-9.20pm	(22) + 2-4 +1
9.20pm-9.30pm	(21) +2 -3

OldTown White Coffee has a low customer flow compare to other restaurant like McDonalds and PappaRich. Based on the result about, the flow are extremely low, which around 3-4 people entering and exit the restaurant every ten minute.

Besides that, based on the observation, the customer spends average 60minute on OldTown White Coffee, this is one of causes that the low customer flow in OldTown White Coffee. Even though OldTown White Coffee offer their “Dulang Set” for the open fasting month, but people are more likely to order their signature food like Chicken Hor Fun and nasi lemak. This shows that people are not likely to open fasting at OldTown White Coffee, and the restaurant is used for chit-chatting and having a relax time, not because of their food.

Based on the observation above, the flow of customer is active between 8.10pm-8.40pm, and people start to enter the restaurant after 9.00pm, this explained OldTown White Coffee has become a place for chatting and relax rather than a place to have dinner.

A Sample Video for the observation. The rest of the video will be at DVD.

Methodology

The research will be based on the observation and involvement at OldTown White Coffee outlet. The observation was conducted to measure customer volume by taking the total number of customer in the OldTown White Coffee and time. The result will be taken every 10min of observation, during the 2 hours period.

The observation will be conduct in a sampling method. The population of research focuses on all OldTown White Coffee outlets in Malaysia. The sampling focus in Taipan, USJ, Subang Jaya, an OldTown White Coffee outlet at Klang Valley area. The observation was conducted on weekends, 20 July 2013, Saturday. There are 2 timing period for the observation, which are the open fasting period (7.30pm-8.30pm) and after open fasting period (8.30pm-9.30pm)

The observation was based on a quata-based standard, which means that the observation will be stopped after achieved the limit that set by the observer. In this observation, the limit of sample set will be set, the observation will stopped after 12 sample group of data is collected. The highest volume of customer inside OldTown will be recorded into the data. Besides that, I will also record the average of the customer volume in the OldTown White Coffee during the 2 period.

The camera will be placed facing the front door to capture the flow of the customer. Besides that, it also makes the result more reliable. The captured video will be burn in a DVD and placed behind the appendix. The image is fast-forward to x16 to save space for the DVD.

Research Method

The research were conducted through an observation at one of the OldTown White Coffee outlet in Malaysia. The observation is to measure the total number of the customer in the OldTown White Coffee during open fasting time period (From 7.30pm-8.30pm) and after open fasting time period (From 8.30pm-9.30pm). The observation will be carrying on for 2 hours, and will be divide into 12 small sample units (every 10min per sample). A video is recorded to increase the reliability of the data. Other than the total number of customer in OldTown, the observation also recorded the customer flow in OldTown White Coffee.

Research Objective

The purpose of the research is to determine the different between total number of customers during the Malays open fasting time period and after open fasting time period in OldTown White Coffee. The dependent variables of the research will be the total number of customer during the Malays open fasting time period and after open fasting time period in OldTown White Coffee. The Independent variables will be the time factor of the experiment, while the manipulate variables will be the environment, food and customer services. The hypothesis of the research will be as following:

Ho: During Open fasting time period will have more customers compare to after open fasting time period inside the OldTown White Coffee depends at the food, customer service and the environment.

           H1: During Open fasting time period does not increase on total number of customer compare to after open fasting time period inside the OldTown White Coffee depends at the food, customer service and environment.

An introduction on OldTown White Coffee

OldTown White Coffee was founded by Ms Goh Ching Mun and Mr Tan Say Yap, it is a café style restaurant in Malaysia. In 2005, OldTown White Coffee opened their first outlet in Ipoh. As at 31Octorber 2009, OldTown White Coffee have reached 137 Café outlet in Malaysia and Singapore. By July 2013, OldTown White Coffee outlet have reaches 225 outlet and become one of the famous franchise café in Malaysia.

Besides that, OldTown White Coffee are currently booming in Malaysia, and now they are on a global expansion plan. OldTown White Coffee are attracting the investor to purchase their franchise, by giving them a chance to become their own boss. They will offer business consultancy, set-up and management training, shop level training support, operations manuals, logistics and distribution and etc. to attract the investor to join their franchise industry. They offer three franchise package for the investor to choose from, the OldTown White Coffee Basic, the basic kiosk, that starts from Rm250k, the OldTown White Coffee Generic, which mean the outlet for the OldTown, that start from Rm700k to the most expensive one, the OldTown White Coffee Signature, that starts from Rm900k. 

During Malay fasting month, OldTown White Coffee introduce “My Dulang” Set to attract customer. “My Dulang” Set are suitable for 6 person, therefore the promotion can attract families to dine in. Besides family set, “My Dulang” set also introduce individual set for the single person. So that people that are alone can have their dinner here as well. Other than the “My Dulang” Set, their OldTown Signature dishes like Nasi Lemak and Chicken Hor Fun also available during the open fasting time period and after open fasting time period, its make the customer have various choices to eat, whether from the “My Dulang” set or OldTown Signature Dishes. Therefore, I believe that there will be increasing in customer volume during open fasting hour time.

Lastly, OldTown White Coffee employee are polite and helpful. During the whole 2 hours observation, the employee never disturb me or feel annoyed, this matched their famous slogan “take your time”, which let me take my time to complete the whole observation, a great thank you for OldTown White Coffee.

The address for the OldTown White Coffee is as below:

-1 Jalan USJ 10/1, Taipan Business Centre, 47620 Subang Jaya, Selangor.