Premium Australian coffee brand Gloria Jean's Coffee has caught customers' eyes by serving coffee in a street-styled ‘thela' (cart). Brought to India by Dubai-based Citymax group, the company tried out three retail formats and the brew-on-the-move concept has clicked.
Now, it might use the concept for promoting brand visibility. “We have three formats namely high street, kiosk, and the mobile cart. The cart was launched in Hyderabad last year and has been a huge success. We would like to replicate it; however, we would not want to be identified with only a cart,” Mr Manish Tandon, President, Citymax told Business Line.
The Australian chain sells its cuppa between Rs 60-110 and is positioned premium. Its carts will sell coffee in malls and in high traffic shopping areas such as Connaught Place in Delhi and elsewhere.
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