Ben & Jerry's @ Orchard Central

P: Both adults & Teenagers

O : Ice Cream

E: Calm, relaxing and chilling

M: 

S: 

RITZ APPLE STRUDEL @ BUGIS 

P: Loyal Customers, working adults

O : Art-sy(Mona Lisa), Simple delicate desert

E: Calm, relaxing and chilling

M:

S: tho the store itself is very small, but its self-service. 

TGIF @ Heeren 

P : Working Adults (because of the price and the variety of alcoholic drinks)

O: Classic, Jazz, Oldies

E: British influenced

M: "Its all about friday" concept - chill, relax and have a good meal

S: Restaurant (being served than serving ownself )

STARBUCKS @ SP

People : students, visitors and lecturers

Object: Furniture -Sofa (Home feeling, comfortable)

                                                      Food - Wide range of snacks for tea and coffee

Environment: Strong Coffee Aroma

Bossa nova & Jazz Music ambience

Wood Themed

Message: A good place for people to chill but also get some work done.

Wants customers to feel relaxed.

Service: Warm Hospitality