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Vysoká Škola Hotelová V Praze 8, Spol. S R. O

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Vysoká Škola Hotelová V Praze 8, Spol. S R. O VYSOKÁ ŠKOLA HOTELOVÁ V PRAZE 8, SPOL. S R. O. Martina Hrubá Vývoj kávové kultury v ČR Bakalářská práce 2014 Vývoj kávové kultury v České republice Bakalářská práce Martina Hrubá Vysoká škola hotelová v Praze 8, spol. s.r.o. katedra Hotelnictví Studijní obor: Hotelnictví Vedoucí bakalářské práce: Ing. Pavla Burešová Datum odevzdání bakalářské práce: Datum obhajoby bakalářské práce: E-mail: [email protected] Praha 2014 Bachelor´s Dissertation Development of coffee culture in the Czech Republic Martina Hrubá The Institute of Hospitality Management in Prague 8, Ltd. Department of Hospitality Major: Hospitality Thesis Advisor: Ing. Pavla Burešová Date of Submission: Date od Thesis Defense: E-mail: [email protected] Prague 2014 Prohlašuji, že jsem bakalářskou práci na téma Vývoj kávové kultury v ČR zpracovala samostatně a veškerou použitou literaturu a další podkladové materiály, které jsem použila, uvádím v seznamu použitých zdrojů a že svázaná a elektronická podoba práce je shodná. V souladu s § 47b zákona č. 552/2005 Sb., o vysokých školách v platném znění souhlasím se zveřejněním své bakalářské práce, a to v nezkrácené formě, v elektronické podobě ve veřejně přístupné databázi Vysoké školy hotelové v Praze 8, spol. s.r.o. Martina Hrubá V Praze dne Poděkování Ráda bych poděkovala mé vedoucí práce paní inženýrce Pavle Burešové, za její vstřícný přístup a věcné rady při konzultacích. Dále jsem velmi vděčná za spolupráci všech kávových odborníků, podniků zabývajících se prodejem či distribucí kávy, za jejich vzácné zkušenosti a informace o jejich činnosti. Také děkuji všem respondentům, kteří se zapojili do průzkumu, poskytli informace a obohatili práci o individuální názory a postřehy. Abstrakt HRUBÁ, Martina. Vývoj kávové kultury v ČR. [Bakalářská práce] Vysoká škola hotelová. Praha: 2014. Celkový počet stran 52. Aktuální stav kávové kultury v České republice se za posledních deset letech velice zlepšil, avšak stále není tak kvalitní, jak by mohl být. Právě proto se práce zabývá analýzou vývoje a současného stavu kávové kultury u nás. Pomocí spotřebitelského výzkumu, pozoruje a analyzuje kvantitativní údaje, jimiž hledá závěry, informace a potřebná doporučení hlavně pro restaurační podniky a milovníky kávy, kteří se snaží kvalitní kávu stále více rozšiřovat. Podniky by se měly zaměřit na rozsáhlejší nabídku kávy, školení zaměstnanců a vytváření atraktivních nabídek pro zákazníky. Zejména by měly vyhovět požadavkům zákazníků, jako je servírovaná voda ke kávě či nabídka více druhů kávy. Káva je druhou nejprodávanější komoditou světa a možná má mnohem větší potenciál využití ve spojení s gastronomií než se na první pohled zdá. Klíčová slova: Etiopie, Coffea, Arabika, Robusta, Kávová kultura, Espresso, Pražírna, Vakuum pot. Abstract HRUBÁ, Martina. The development of coffee culture in the Czech Republic. [Bachelor´s dissertation] The Institute of Hospitality Management; Praha: 2014. Number of pages: 52. Present-day condition of coffee culture in the Czech Republic had improved in the last ten years but it is still not as quality as it could be. That is why is this bachelor´s dissertation focused on the topic - analysis of the development and current situation of coffee culture in our country. Carry out the consumer´s opinion research, compare and analyse kvantitative figures to make some conclusions and required recommendations for restaurants and coffee lovers which are spreading the coffee culture. Gastronomy enterprises should concentrate on wider offer of different kinds of coffee, professional training for the staff and making attractive menu for costumers. Especially they should comply the costumer´s requirements like the still water to coffee for free or wider offer of coffee types. Coffee is the second most sold commodity in the world and it may has a bigger potential use in gastronomy then one can think. Key words: Ethiopia, Coffea, Arabica, Robusta, Coffee culture, Espresso, Roasting company, Vacuum pot Obsah Úvod ........................................................................................................................ 7 1 Teoretická část ................................................................................................. 9 1.1 Odkud pochází káva .................................................................................. 9 1.1.1 Psané záznamy o kávě a vznik jejího názvu ..................................... 10 1.2 Obchod a stinná stránka pěstování kávy ................................................. 11 1.3 Káva jako plodina? ................................................................................... 14 1.3.1 Odrůdy kávy ...................................................................................... 14 1.3.2 Výběrová káva ................................................................................... 15 1.4 Kulturní zvyklosti spojené s přípravou a servisem kávy ........................... 17 1.4.1 Etiopský kávový ceremoniál .............................................................. 17 1.4.2 Turecko a jejich „Coffee houses“ ....................................................... 18 1.4.3 Čeští spotřebitelé ............................................................................... 18 1.5 Kávový vývoj ............................................................................................ 21 1.5.1 Vývoj obchodu s kávou ...................................................................... 21 1.5.2 Kavárny v ČR, od historie až po současnost ..................................... 23 1.5.3 Šíření povědomí o kávě v ČR ............................................................ 25 2 Analytická část ............................................................................................... 28 2.1 Hodnocení vývoje kávové kultury ............................................................. 29 2.1.1 Nabídka a vývoj českých pražíren ..................................................... 33 2.2 Průzkum preferencí spotřebitelů .............................................................. 37 3 Návrhová část ................................................................................................ 46 Závěr ..................................................................................................................... 50 Literatura ............................................................................................................... 52 Seznam ilustrací, tabulek a grafů Obrázek 1 - Podíl různých mezinárodních řetězců na českém trhu ...................... 25 Obrázek 2 - Celkový světový export v letech 1990-2012 ...................................... 29 Obrázek 3 - Vývoj produkce největších exportérů v letech 1990-2012 ................. 30 Obrázek 4 - Vývoj importu v Evropě ...................................................................... 30 Obrázek 5 - Vývoj importu Evropských zemí v letech 1990-2012 ......................... 31 Obrázek 6 - Vývoj cen za kávu.............................................................................. 32 Obrázek 7 - Vývoj maloobchodních cen v ČR ....................................................... 33 Obrázek 8 - Pijete kávu? ....................................................................................... 37 Obrázek 9 - Jak často pijete kávu? ....................................................................... 38 Obrázek 10 - Pijete kávu spíše doma či v restauraci? .......................................... 38 Obrázek 11 - Jakou kávu konzumujete? ............................................................... 39 Obrázek 12 - Jaký druh kávy máte nejraději? ....................................................... 39 Obrázek 13 - Víte jak má být správně připravené espresso? ................................ 40 Obrázek 14 - Máte nějakou oblíbenou značku či distributora kávy? ..................... 41 Obrázek 15 - Nejraději pijete: ................................................................................ 42 Obrázek 16 - Za jakým účelem pijete kávu? ......................................................... 43 Obrázek 17 - Myslíte si, že je servis kávy v českých restauracích kvalitní? .......... 43 Obrázek 18 - Jak často navštěvujete kavárny? ..................................................... 44 Úvod Malé zrnko kávy, a tak obrovský dopad na lidské bytí, jak ekonomický, sociální i politický. Káva je, hned po ropě, druhou nejprodávanější komoditou na světě. Což je jeden z důvodů, proč se tato práce zaměřuje právě na kávu. Každé ráno si lidé připravují svůj šálek oblíbené kávy, různými metodami, a užívají si svůj každodenní rituál. Dá se říci, že káva je na světě nejvíce rozšířenou legální drogou, i když se ukázalo, že lidé kávu nekonzumují primárně pro obsah kofeinu, ale pro její chuť. Milióny lidí denně konzumují kávu a sto milionů lidí je závislých na produkci a pěstování kávy. Ze zelené plantáže trvá přes rok, než se káva dostane do našeho šálku. Ten rok obsahuje velmi zajímavou cestu a práci mnoha lidí, kteří se kávového obchodu zúčastní. Samozřejmě, že i v České republice žije mnoho milovníků kávy, a i když se zdá, že kávu pije každý, kvalita kávové kultury u nás není ještě zdaleka rozvinuta. Pozorujeme sice vzrůstající trend kvality kávové kultury, ale český národ se učí pomalu a svého „turka“ se někteří vzdávají velice neradi. Z pohledu studenta Vysoké školy hotelové, který zkoumá stav restauračních zařízení ze všech úhlů pohledu, káva patří mezi sortiment, na kterém je co zlepšovat. Zvyšovat úroveň kvality suroviny jako takové, samotnou přípravu a znalost zásad správné přípravy
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