The Hindu Business Line : Barista to set up 100 outlets; plans overseas foray

COFFEE retail chain, Barista, is on an expansion spree. The company is planning to set up close to 100 outlets by the end of this fiscal, which would be a mix of company-owned and franchise outlets. In fact, the company is looking at the franchise route for the first time.

Mr Surjya Meher, Head, Marketing, Barista Coffee Company, said that the company would be looking at the franchise route especially in tier-two cities such as Nagpur and Nashik.

He also revealed the company's plans to set up shop in the US and Europe in 2006, through the franchise route. "We are also going to enter the markets of Bangladesh, and West Asia."

In terms of the kind of offerings in the international market, Mr Meher said that menu would be formatted to suit the local palate of those countries.

Barista is also planning to expand its premium retail brand, Barista Crème, to Hyderabad, Indore and Mumbai before the end of this fiscal.

The company has also tied up with Indian Oil to set up Barista counters on highways such as the Delhi-Agra Highway and the Mumbai-Pune Expressway.

On the marketing and branding front, the company, for the first time is launching a print and radio campaign to market its promotion titled, `Sin and Win'.

The promo offers a range of combo desserts, on the purchase of which the customers get an opportunity to win fancy gifts.

Mr Meher said the company would invest in advertising only to promote its various offers.

"We don't believe in brand advertising, as we are in a category which is highly experiential. We feel that our consumers are our best marketers. Word-of-mouth plays an important role in our business," he said.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page