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Barista goes the premium way with the launch of Barista Crème…

15-July-2005
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Barista goes the premium way with the launch of Barista Crème…

Barista Coffee Company has announced the launch of its new and exclusive sub-brand of premium cafés – Barista Crème. The first of these outlets was inaugurated in the National Capital on July 14, which promises to offer several new concepts to its customers along with a different ambience and the typical Barista charm. As compared to the normal espresso bars, these premium cafés would have offerings priced 10-15 per cent costlier.

At the launch of the store, Partha Dattagupta, CEO, Barista Coffee Company, said, “Barista Crème is our tribute to the fine Italian coffee drinking culture that has caught up really well with Indian consumers. The launch of Crème will only augment the coffee drinkers’ experience to new heights with the introduction of several new concepts such as table service, lounge seating and new additions to the food and beverage menu. It is just a way to keep our consumers asking for more.”

While talking about Barista’s expansion plans, wherein it hopes to open 60 new outlets by the next financial year, Dattagupta said, “Last year, we were not very aggressively positioned as we were concentrating more on consolidating our existing outlets. However, this year we are planning to go high on investments and are hoping to open around 60 new outlets, while laying more emphasis on south India.”

Interestingly, Barista’s closest competitor, Café Coffee Day, has close to 30 outlets in Bangalore as opposed to a meager seven outlets from Barista.

The company aims to go cash positive by the end of this financial year, relying on its newly acquired aggressive investment plans as also the new outlets that are in the pipeline. Last financial year, Barista had broken even operationally and registered a 20 per cent growth per store basis.

According to Dattagupta, there would be five such outlets of Barista Crème from the Barista stable across Delhi, Mumbai and Bangalore by the year end. These outlets have attracted an investment of around Rs 50 lakh, which is far more than the Rs 20 lakh to Rs 30 lakh investment that goes into starting a normal espresso bar.

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