Sarabhas Creamery series where our group conucted a full research process for our client from qualitative studies to quantitative research. Part one of this series is a observational study. This project focused on evaluating Sarabha’s in-store customer experience to identify pain points and improvement opportunities. Using both mystery shopping and direct observation, the team tracked behaviors across 91 customers, noting entry/exit times, product preferences, service flow, and store atmosphere. Key issues identified included long wait times for tea, unclear menu layout, congestion due to group-heavy foot traffic, and lack of structured tasting opportunities. We recommended clear signage, simplified flavor presentation, improved staff training, and promotion of Sarabha’s as a community hangout spot to enhance the brand’s unique identity and customer retention.