Restaurant menu

Meowcha Latte

Smooth cold brew served over ice with optional milk

Catpuccino Cold Brew

Foamy perfection with a dusting of cocoa.

Cappurrcino

Hibiscus and berry iced tea, lightly sweetened

Catnap Cooler 

Peachy Paws – Iced peach green tea with fresh citrus.

Peachy Paws

Refreshing mint and lime green tea over ice – zesty and cool

Mint Meowjitol

Special Drink Selection

Croissant & Butter 

Moist carrot cake with cream cheese frosting.

Catnip Carrot Cake

A fresh, homemade sandwich that changes daily

Sandwich of the Day

Snacks & Sweets

The Purrfect Cafe

cat cafe,The Purrfect Cup   Welcome to the first cat cafe in Maynooth, a place where every sip of coffee is accompanied by cuddles from our purrfect cats. In our cozy, relaxing space, you can enjoy a variety of coffee drinks alongside homemade cakes. Whether you're here alone or with friends, you'll always end up with a companion. It's the perfect place to study, unwind, or lift your spirits on a sad day.   Purrfect Cup combines high-quality coffee with a playful twist on the word "purr," reflecting the presence of our beloved cats. The name is catchy and inviting, making it an ideal spot for students looking for a relaxing place to study or catch up with friends.   Our mission is to create a safe, welcoming environment for both our cats and customers in Maynooth, with a special focus on students throughout the town. We are committed to sustainable practices, sourcing all of our products locally. Every cat at our cafe has been adopted from a shelter we collaborate with. It's not just a cafe—it's an experience where sustainability, animal welfare, and relaxation all come together. ustomer Buying Process: Describe the consumer buying 

process for your products. Please use the theories discussed during the lecture. 150 words Jack 

The consumer buying process for The Purrfect Cup aligns with the five stage Buyer decision process. 

Need recognition; this can happen when students or even locals are feeling stressed, anxious, lonely or just want a cozy place to unwind and enjoy a coffee after a tough day. 

Information search; this stage follows as consumers may look for a unique and relaxing café experiences. Consumers may discover The Purrfect Cup through word of mouth or through posters plastered throughout the university and town. 

Evaluation of alternatives; this part may involve comparing The Purrfect Cup to other cafes, our cosy design and layout, cat companionship and sustainable values offer a unique experience and a strong emotional appeal. 

Purchase decision is influenced by our cat themed drinks and competitive pricing 

Post purchase behavior; The emotional boost that consumers experience shapes their post purchase behavior, promoting favorable word of mouth and repeat business. The experience customers get at The Purrfect Cup also satisfies the love and belonging stage of Maslows Hierarchy of Needs. Customers are ultimately investing in comfort, connection and a feeling of community rather than just a coffee 

 

2. 4 Ps of Marketing : Please describe product, price, place and promotion strategies for your business and what does it mean for digital marketing for your client’s product. 260-300 words   Sara 

Product 

The Purrfect Cup will not be limited to specialty coffee, tea, and matcha, but will also include customizable cakes and small bites. Acting as our primary product, locally sourced coffee beans will be utilized, supporting Groundworks Coffee Co., located in Celbridge. Beverages for dine-in guests will be served in a mix of ceramic mugs, uniquely collected to heighten the feeling of homeliness the café aims for, while take-out cups will feature a cat-themed logo. Drinks will be named after our cats, drawing on the existing affection for customer retention. These features of product design will be showcased on our website and social media.  

Place 

Located in Maynooth village, The Purrfect Cup will benefit from proximity to students and visibility for local residents. Regarding distribution channels, our cakes will be sold at the Maynooth Farmers Market, expanding brand awareness. The café’s location will be pinpointed on the company’s website. 

Price 

The café will use a combination of two pricing strategies: cost-based pricing and competition-based pricing. Our prices will exceed base costs to support serving locally sourced, high-quality products and pet care expenses (Schindler, 2012). The examination of local competitors such as Sásta by the River, Coffee Mill Bistro, and Willow & Wild will allow us to form a benchmark price point, before the incurrence of pet upkeep (Schindler, 2012). The additional expenses of licenses and permits (business license, food service permit, and animal care license) will factor into our pricing structure. Prices and a detailed menu will be available on the company’s website.  

Promotion 

To gain immediate attention, promotion will focus on low-cost strategies such as posters featuring photos of our cats and beverages. Large crowds will be reached due to strategic placements throughout the students’ walking route from public transportation stops (bus and train) to Maynooth’s North Campus, also easily viewed by locals walking on the Mainstreet. Posters will also be placed outside of Aldi and Manor Mills Shopping Mall, again targeting students who visit these stores frequently. To reach older demographics, we will also advertise in Maynooth’s newspaper as a form of paid. All write-ups of our café will emphasize its feel-good nature and what pleasure the environment will provide, appealing to potential customers’ hedonic needs. 

 

 

 

 

3. Brand or Perceptual Positioning : Prepare a relevant brand or 

perceptual positioning for your brand (you can use the 

established brand for this based on secondary data or 

interviewing your group members perception). 150 words Jack 

The Purrfect cup is uniquely positioned in the middle of relaxation, friendship and sustainability. In a crowded café market we set ourselves apart from others by providing and emotionally stimulating experience alongside coffee. We would rank would rank ourselves highly on a perceptual map for both emotional value and unique atmosphere, standing out from traditional cafes that might be more functional based or fast paced. Our cat-friendly environment helps create an emotional connection with customers, especially those seeking community, calmness and comfort. The brand name itself, The Purrfect Cup reflects our playful yet caring personality by combining coffee with the soothing presence of cats. Furthermore our dedication to sustainability and local sourcing improves the perception of our ethical brand. The Purrfect Cup is more than just a café thanks to our positioning, which draws in more conscious customers who value animal welfare, experience and wellness, allowing The Purrfect Cup to be a comforting escape and a lifestyle choice 

 

4. Customer Lifetime Value (CLTV): Prepare a hypothetical customer 

lifetime value for your client’s business. 150 words Aoife 

Customer Lifetime Value (CLTV) refers to the value or profit a business may earn from the average customer over their entire customer lifecycle. This is calculated based on two variables, the period that the customer remains with you (life cycle) and the average margin per customer in a period (Rajibul Hasan, 2025). To estimate the hypothetical CLTV for The Purrfect Cup, we can assume that the average student customer visits once a week, spending  around €6 per visit on coffees/cakes. That’s €24 per month, or €288 annually. With a student’s average university cycle lasting 3-4 years in Maynooth, and strong emotional attachment to both cats and the café’s relaxing vibe, we anticipate customer retention of 3 years. This gives us a projected revenue of €864 per student. Assuming the profit margin for each customer is 30%, The estimated CLTV becomes €259.20. Implementing a loyalty programme such as every 5th drink is free, and the emotional value through interactions with the cats further encourages repeat visits and higher retention. This CLTV highlights the long-term value of focusing on student satisfaction, emotional connection, and sustainability as core pillars of the brand strategy. 

 

 

 

  

 

 

 

 

 

 

 

5. Segmentation, Targeting & Positioning: Describe possible segments, 

which segments the client should target and how they should position 

their brand in the mind of their consumers. 220 words Aoife 

The Purrfect Cup can divide its clientele based on demographics, psychographics, and behaviour. The demographic segment is based on the question of who the target market is and can they afford the product (Rajibul Hasan, 2025), This segment includes the young university students of Maynooth, young locals, and families. The psychographic segmentation focuses on the customers who value animal welfare, sustainability, ethically produced coffee/food, and relaxation. The behavioural segment groups individuals based on common buying patterns or behaviours, focusing on those seeking to relieve stress, or even those who are simply looking for a cozy place to unwind or study. 

 

The primary target market should be students aged 18–25, particularly those attending Maynooth University. This group is highly active on social media, values affordability, and often seeks out relaxing spaces to escape academic pressures. A secondary target segment includes young professionals, animal lovers, and environmentally conscious locals who appreciate ethical businesses and quiet, aesthetically pleasing environments. 

 

Brand positioning is about the unique value that the company presents to its customers. The Purrfect Cup is more than just an ordinary café, it provides a feel good experience combined with high quality, tasty, locally sourced drinks with the emotional comfort of spending one on one time with cats. By highlighting the café’s values of mental well-being, sustainability, and engaging with the local community the brand can position itself as “Maynooth’s most comforting and conscious café.” The Digital marketing aspects should emphasise this emotional and ethical appeal, using visuals of cats, cozy interiors, and behind-the-scenes stories about local sourcing and animal rescue. This positioning will resonate strongly with the young generation Z consumers, who prioritise experiences, social responsibility, and emotional connection in their brand choices. 

 

 

 

 

 

 

 

6. PERSONAS: Describe two or three personas your client should target for digital marketing purpose. 170 words Lucille 

Emma is a 21-year-old student in corporate law at Maynooth University, living in her university dorms. She is an introverted person and easily feels overwhelmed when being in crowded spaces. She struggles with academic pressure and final exam stress. Therefore, she is looking for a cozy and peaceful place that differs from her noisy and crowded campus. She finds cats relaxing and calming which helps reduce her stress. She is looking for a comfortable cat cafe that serves both warm drinks and delicious cakes. Finally, since she lives in the dorms and isn’t allowed to have any pet, the cat cafe is a great opportunity to interatct and play with them. 

 

Bertrand is a 29-year-old environmental engineer living in Maynooth. With a family of five, his home is often filled with noise and constant activity, that’s why he enjoys the cafe because of the cats’s calming effect. Moreover, he also appreciates the cat cafe's commitment for supporting local farmers (including responsible dairy farming, local products…) which aligns with his personal values. 

 

7. POEM: Describe the POEM strategies for your client’s business. 200 words Lucille 

Paid Media: The cat cafe should focus on search marketing (search engine advertising: pay per click) to make sure its website appears at the top of search results which ensures visibility. In addition, it should implement targeting relevant keywords such as “cat cafe”, “stress relief”, “responsible farming”, “local produce” and specify “Maynooth” in order to target the right audience. Moreover, they should implement retargeting ads which would remind potential customers (that previously visited the website and allowed cookies) and encourage them to visit the cat cafe. 

Owned Media: The cat cafe should focus on social media marketing (organic social) to build its presence online. For instance, the cat cafe could promote its brand though regular and daily post on social media such as instagram or tiktok. In these posts, they should include their menu, their situation with the cats and rules regarding them, and finally their values for responsible and local farming. 

Earned Media: The cat cafe should focus on digital partnerships through co-marketing. For example, it could collaborate with Derrybeg Farm, a community-supported agriculture (CSA) that provides sustainable and environmentally responsible farming practices. 

(Chaffey and Smith, 2022, p.34)   • 

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