Mugg & Bean is a coffee themed restaurant franchise focused mainly on the shopping market: It is essentially a “shoppers shop”. Mugg & Bean provides the highest standard of coffee and associated hot beverages in addition to a great selection of food items, from various breakfast options for early morning shoppers to muffins and cakes for teatime. Lunches and dinners are catered for with a superb range of hot and cold foods. So taken is the public with the brand that Mugg & Bean has won the Caxton Leisure Options “Best Coffee Bar” category for 10 years in a row. While no specific profile is targeted, Mugg & Bean enjoys support from the residents of the areas in which the restaurants are located. Socio-geographically, most restaurants are located in areas where there is a distinct density of upper-end customers. Mugg & Bean falls into a category perhaps best described as “Fast Casual”.