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Coffee World to invest $3 million
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Monday, 16 May, 2005, 08 : 00 AM [IST]
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Mumbai
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Coffee World, an international coffee chain, has opened three outlets in the country at Bangalore. The chain is a part of the Global Franchise Architects (GFA), a builder of speciality retail franchisees since 1996 and the parent company of Pizza Corner. Its current portfolio consists of four self-created brands: Pizza Corner, Coffee World, New York Deli and the Cream and Fudge Corporation. Fred Mouawad, the founder of GFA, is now leveraging the expertise to franchise speciality retail brands worldwide. GFA today has 80 outlets in Asia and will be expanding into China, Bangladesh and UAE in 2005.
Fred Mouawad, a serial entrepreneur and fellow coffee lover, launched Coffee World in Bangkok in late 1997. In just a few years, Coffee World has grown from one small university location into a successful and dynamic brand, brewing rich cups of delicious coffee from Thailand's premium beans," Anoop Sequeira, Chief Executive Officer, Global Franchise Architects - India, talked to Nandita Vijay of Food & Beverage News. Excerpts:
How would you describe the USP of Coffee World?
Today, Coffee World has emerged as one of the most popular coffee brands, known for its great menu, friendly staff and the luxurious and high quality holistic experience that it offers. The best part is that it's equally popular with people from all walks of life from across the globe and all age groups. Its ambience will appeal to the more discerning café lover. To ensure that our customer experiences real fresh coffee, we use stringent coffee preparation standards right from the selection of beans to single valve packaging that ensures the retention of freshness of our coffee beans. Fresh "just roasted" flavour is an ultimate experience for the customer, which he cherishes.
Apart from a wide range of coffee, we also offer a range of freshly made short eats with a distinctly international flavour. Our menu includes waffles, croissants, pastries and sandwiches.
What are your reasons for setting up the First International Coffee Lounge in Bangalore and that too at Mota Arcade? Why did you not opt for locations like Life Style or Shoppers Stop or even Forum, which has more footfalls? What is the investment for this outlet at Mota Arcade?
For the first International Coffee Lounge in India, we wanted to position ourselves on Brigade Road and Mota Arcade is certainly a good option considering that we have the entire atrium and a great layout in place. Our second outlet is at EVA Mall (positioned as an all-women Mall). Also in talks with retailers for Shop-in-shop.
The coffee café chain business is now turning extremely competitive environment with Barista and Café Coffee Day competing in terms of offerings and pricing. In this scenario what sets your outlets apart?
Coffee World's menu and plush décor ambience are the distinctive features of the coffee bar. But the pride of our chain is definitely with our hot coffee, wide range of ice blended coffee "Frappes" and freshly made waffles. Apart from a wide range of coffee, we also offer a range of freshly made short eats with a distinctly international flavour.
What would be your strategy to face the coffee bigwig Star Bucks that is entering India?
We are already competing with Starbucks in the international market. In Thailand, we have 50 outlets performing well in spite of the presence of Starbucks and other coffee chains.
How would you illustrate your business model and what are the key strengths of your venture? What role does pricing play in customer's preferences for opting for a café outlet?
The business model evolved around a wide range of hot and cold coffees, constant innovation in menu, first of its kind coffee outlet and stringent standards of quality, and cleanliness befitting international norms. Our key strength is that Global Franchise Architects team that has a successful brand, Pizza Corner for over 8 years, supports us. Of course, price is in relation with the quality products, service standards, ambiance, atmosphere and high quality holistic experience that we offer.
Having the international presence opting for informal settings, coffee culture has transformed in the last 5 years in the country where not just coffee but paraphernalia like books, scrabble boards, entertainment are available at the outlets. What is your call on that?
Keeping in mind the customer profile, every coffee chain is free to decide on the paraphernalia.
Would you be in a position to share some of your future plans and the investments chalked out for the same?
In India, we plan to have 15 outlets by the end of the year. The first outlet in Hyderabad will be in place by Aug '05. Globally, 'Coffee World' would open its first outlet in Beijing, China, by July '05. In Bangladesh we have signed up with a master franchisee and will have our first outlet in place by June '05. Also in Abu Dhabi in May 2005. For the expansions in 2005, the investment will be around $3 million.
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