Barista Coffee company has carved out an ambitious strategy to strengthen its branding by trying out novel concepts of 'Club Cafes', 'Bancafes' and 'Heritage Cafes'. Barista's first club café in India will take off on June 15 at Friends Club, New Friends Colony Delhi. The 'Club Café' concept, according to Sandeep Vyas, Executive President, Marketing and Communication, Barista Coffee Company Limited, is in line with company's corporate philosophy of reaching out to customers. It's also part of Barista's new strategy to build 'coffee' as a habit focusing on travel, leisure and entertainment segment. Barista has chalked out its plans to open more Club Cafes in Delhi and other metros. But the company, which is up beat about the new concept of Club Cafes is however not making its Club Café expansion programme public.
Barista is equally high on 'Ban Cafes' to build its brand identity. As part its strategic global alliance, with ABN Amro Bank the company has already opened two ban cafes in Bangalore and Noida. And according to Vyas the number will go up to 10 by the end of the year.
Barista that successfully introduced the concept of neighbourhood Espresso Bars and has also evolved the concept of 24 - hour coffee outlets to popularise its brand. The company has already opened one such outlet in Saket, in South Delhi. Another novel concept of 'Heritage Cafes' is being tried out by Barista which will be opening Coffee bars in heritage buildings in Pune and Bangalore.
Along with building brand identity, Barista is simultaneously embarking on an aggressive long-term strategy of building big network of stores in different parts of the country. In just over two years of its operation, Barista Coffee Company has set up about 7 dozen Espresso Bars and Espresso Corners across the country. And according to Vyas, the company is focusing on increasing the number of coffee outlets to 250 by March 2003. That includes doubling the existing number of outlets in Delhi and Mumbai and opening outlets in high potential cities like Pune, Ahmedabad, Lucknow etc.