Coffee World Docks In India

Plans Launch Of 15 Outlets In The Country By The End Of 2005

Jyoti Koul - New Delhi

Global Franchise Architects (GFA), promoters of Pizza Corner will launch the second outlet of Bangkok-based Coffee World in New Delhi shortly. After conducting feasibility survey, Bangalore saw the opening of a company owned outlet recently and will see the launch of two more outlets by April 2005. Of these outlets one will be company owned and the other will be a franchised outlet.

The company plans to focus strongly on the southern part of the country and aims to achieve a target of 15 outlets across the country especially in Chennai, Bangalore, Delhi and Hyderabad by the end of the year. These outlets as well will be a mix of both company owned and franchisee outlets.

Few outlets expected to come up in malls within the capital city have already been finalised. The company has earmarked an initial investment of US$ 3 million for the expansion of Coffee World in India and will also make use of the existing infrastructure of Pizza Corner to further the brand.

While explaining the USP of Coffee World, Anoop Sequeira, chief executive officer, Global Franchise Architects in an exclusive with Express Hotelier & Caterer said, "Coffee World is the only international coffee outlet brand in India. Barista, Java Green etc have been started out of India. From a marketing point of view, we will be the international franchisee of coffee and food. With regard to the food that is served we plan to focus on fresh food that is suited to the Indian consumer palate. One of the most outstanding and differentiating factors will be the premium lounge concept. The feel and the ambience of the outlets will be luxurious and sophisticated."

He added that in addition to targeting families and they also plan to tap the corporate segment. "We understand that small meetings take place either in the hotel lobbies or restaurants but both venues are rarely very convenient. While lobbies are noisy and improper for a meeting, the prices of the restaurants are too intimidating. What we are offering is a viable option for meetings etc." While he agrees that Coffee World has been a late entrant into the market he is sure that the uniqueness of the place will have its own appeal.