Café Coffee Day, part of Amalgamated Bean Coffee Trading Company (ABCTCL), is planning to add 900 more outlets spanning 330 towns in India in the next three years.
This information was provided by K Ramakrishnan, Marketing President, Cafe Coffee Day. Ramakrishnan said, “There is no saturation in big cities. But, we are also looking at other cities. We are present in 170 towns now, and in the next three years, we should be present in 500 towns, adding 900 new outlets.”
Ramakrishnan further said, “The launch of lounge, the latest format, was in response to the customer demand. Most of our customers have been associated with us from their teenage days, and as they grew up, they felt the need to have something sophisticated and hence, the lounge format was introduced.” He also informed that the firm operates 20 Cafe Coffee Day lounges, which will go up to 100 in the next two years.
“The current per capita coffee intake is just 82 gm in the country, while it is four kg in the US. There are 5,000 towns in the country and the entire cafe industry put together is present only in 180 towns,” Ramakrishnan stated.
Speaking about the increased prices, he further said, “Commodity prices do not impact us that much as all our coffees are self-sourced. However, there is food, milk and sugar that we also use. Typically, we increase our prices once a year, but if it is unbearable, then, we will be forced to pass it on to the customers.” The company had increased the prices in April, 2011. With 1,600 cafe chains in the organised space, Cafe Coffee Day is the largest having 1,100 outlets in 170 cities in three formats.
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