Top Story


Home >> Marketing >> Article

Barista to boost branding with Club and bank cafes

Font Size   16
Barista to boost branding with Club and bank cafes

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.


The popular channel from the Viacom18 ‘s umbrella MTV Indies, which aired music by independent artistes, was replaced by MTV Beats, a 24x7 Hindi music channel in 2016

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Over the last 12 years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh

As the brand sets its gaze towards the future, it was a clear direction to amplify the very feeling of this ‘attachment'

We list a few important stories that you may have missed in the week gone by