Café Coffee day is a division of India’s largest coffee conglomerate, Amalgamated bean Coffee Trading Company Ltd. (ABCTCL) popularly known as Coffee day, a Rs 300 crore ISO 9002 certified company. Coffee day sources coffee from 5000 acres of coffee estates, the 2nd largest in Asia, that is owned by a sister concern, and from 11,000 small growers. It is one of India’s leading coffee exporters with clients across USA, Europe and Japan.
With its roots in the golden soil of Chickmaglur the home of some of the best Indian coffees and with the vision of a true entrepreneur nurturing it, Coffee day has its business spanning the entire value chain of coffee consumption in India. Its different divisions include: Coffee day Fresh n ground (which owns 354 Coffee bean powder retail outlets). Coffee day Xpress (which owns 341 coffee Day Kiosks) Coffee Day Take away (which owns 7000 vending machines) Coffee day exports and coffee day perfect (FMCG Packaged Coffee) division
The mission of the company is to be the best café chain in the country by offering a world class coffee experience at affordable process. The brand is targeted at the youth and majority of its customers fall into the 15-29 year age bracket. Depending upon size each café attracts between 500 to 800 customers daily. The company claims that 18% of the customers visit the cafes daily, while another 44% visit weekly.
The brand aims to provide a world class coffee experience at an affordable price and had gone in for an image change and revamping of interiors in the last quarter of 2001; The interiors have changed from the largely wood and granite based interiors to more of steel and lots more color . The young colors of today, lime green, yellow, orange and purple predominate. The crockery also sports these colors. This has been done taking into consideration that cafes are no longer the bastion of the intellectual but have become an urban youngster’s favorite hangout.
The menu includes a mix of hot coffee, international coffees cold coffee tea, sodas sundaes cakes and a large range of snacks. The company spends two per cent of its revenue on cross promotions with other lifestyle brands and regular events like art exhibitions and live music. This is aimed at popularizing coffee drinking drawing more customers to the cafe’s and to make the café a happening place for regulars. While most of the café are stand alones, the company also has corporate café located on the premises of large office campuses. In this case, subsidized rates are worked out with the administration department of the organization of the organization lieu of rentals. Being a part of large retail stores and food courts in various malls is also part of the strategy for creating a strong retail presence. Current tie ups include Music World (Pune and Chandigarh) Mars Restaurants chain (Mumbai) and BPCL (Delhi, Mumbai, and Bangalore) for shop in shops.
The company has also taken the initiative of retailing coffee and tea through vending machines, at locations of convenience to the customer. The coffee day vending machines offer authentic filter coffee and special Assam tea. It has launched a customer loyalty program in its cafe’s across the country. The café citizens program rewards regular customers of CCD, who bill a minimum amount of Rs 100 on a single visit. The program entitles members to a 10 percent discount on all food and beverage bills a year, from the mouth of membership. Members also receive surprise gifts from India times shopping when they reach a total billing amount of Rs 2,000, Rs 5,000 and Rs 10,000.