In an attempt to expand its footprint in India, leading hospitality group Brew Berrys Hospitality Pvt Ltd, which operates the Brewberrys chain of cafes has planned to open 50 new cafe outlets by the end of the year 2010, according to a top company official. Currently, the company operates around 16 outlets in cities including Vadodara, Ahmadabad, Surat, Indore, Bangalore, Thiruvananthapuram and Bhopal.
Speaking exclusively to IndiaRetailing, Ankur Gupta, CEO, director, Brew Berrys Hospitality Pvt. Ltd. said, “As planned, we will be opening around ten outlets each in Maharashtra and Karnataka. The remaining 25 outlets we will be opening in cities including Delhi, Ahmadabad, Jaipur, Chandigarh, Cochin, Lavasa(Pune), Hyderabad, Vishakhapatnam, Lucknow and Punjab. Further, backed by great response in Ranchi, we plan to open atleast five more outlets across Jharkhand and Orissa regions.”
Discussing the location strategy Gupta said, “ We will be operating our cafe in three formats ie. Cafe, kiosk and Bistro with an average investment of Rs 8 – 16 lacs on each outlet depending on the size. On high streets we would set up cafe and Bistro model outlets and on the other hand we would also open outlets at shopping malls, airports, institutions etc. in the kiosk model.”
Further, he informed that the average size of the Cafe outlets would be 600 to 1,500 sq.ft. Area, for kiosk model it would be around 50 to 120 square feet and 1500 to 2500 square feet for Bistro model. According to the company’s plan all the outlets will be operated as franchise model and the average turnover from these outlets is expected to be approx. 20 crore for the year.
The Brewberrys cafe menu includes coffee and blends, teas, variety of frappe, thick shakes, fruit smoothies, fizzers and mocktails, sundaes, fusion and health drinks. Some of its signature products include ‘tall and dark’ cold coffee, priced between Rs 60 to Rs 80, Choco brew available at Rs 40-60 and Mocha stax and Black magic priced between Rs 80 to Rs 100.
Further, the cafe offers a unique food menu including Sandwich bar, Specialty Pizza, Burgers, Salads, pastries, brownies, muffins and other bakery dishes. As informed, the outlets have a strong centralised operations system and their master software is developed and supported by leading IT firm TCS.
— Rajni Pandey
