Nothing Special   »   [go: up one dir, main page]
Scribd Logo
Upload

Welcome to Scribd!

  • 164 views

    Café Coffee Day Operations Strategy Caselet

    Uploaded by

    md groups
    Café Coffee Day (CCD) is India's largest coffee shop chain, with over 1,700 outlets across India and plans to expand further. CCD sources coffee beans from its large coffee estates as well as 11,000 small growers, enabling it to offer single-origin coffee. It has brought the café concept to India and offers affordable luxury through various store formats - Café Coffee Day, The Lounge, The Square, and XPRESS outlets - each tailored to different customer segments. CCD's strategy is to be the best café chain through offering world-class coffee experiences at affordable prices across its diverse formats.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Café Coffee Day Operations Strategy Caselet

    Uploaded by

    md groups
    164 views1 page
    Café Coffee Day (CCD) is India's largest coffee shop chain, with over 1,700 outlets across India and plans to expand further. CCD sources coffee beans from its large coffee estates as well as 11,000 small growers, enabling it to offer single-origin coffee. It has brought the café concept to India and offers affordable luxury through various store formats - Café Coffee Day, The Lounge, The Square, and XPRESS outlets - each tailored to different customer segments. CCD's strategy is to be the best café chain through offering world-class coffee experiences at affordable prices across its diverse formats.

    Original Description:

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Café Coffee Day (CCD) is India's largest coffee shop chain, with over 1,700 outlets across India and plans to expand further. CCD sources coffee beans from its large coffee estates as well as 11,000 small growers, enabling it to offer single-origin coffee. It has brought the café concept to India and offers affordable luxury through various store formats - Café Coffee Day, The Lounge, The Square, and XPRESS outlets - each tailored to different customer segments. CCD's strategy is to be the best café chain through offering world-class coffee experiences at affordable prices across its diverse formats.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    164 views1 page

    Café Coffee Day Operations Strategy Caselet

    Uploaded by

    md groups
    Café Coffee Day (CCD) is India's largest coffee shop chain, with over 1,700 outlets across India and plans to expand further. CCD sources coffee beans from its large coffee estates as well as 11,000 small growers, enabling it to offer single-origin coffee. It has brought the café concept to India and offers affordable luxury through various store formats - Café Coffee Day, The Lounge, The Square, and XPRESS outlets - each tailored to different customer segments. CCD's strategy is to be the best café chain through offering world-class coffee experiences at affordable prices across its diverse formats.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    Café Coffee Day: A Strategy for Affordable Luxury

    Café Coffee Day (CCD) is India’s favourite coffee shop for the young and the young
    at heart.
    It is a part of India’s largest coffee conglomerate, Amalgamated Bean Coffee Trading
    Company Limited. In Asia, it has the second largest coffee estate ownership, which
    endows it with abundant source of coffee. In addition, there are 11,000 small growers
    from whom CCD sources coffee beans. These choices with respect to the supply chain
    for coffee beans enable them to provide single origin coffee to the connoisseur.
    In some sense, CCD has brought in the concept of cafés to India. The first CCD outlet
    opened in 1996 on Brigade Road in Bangalore continues to be one of the most
    happening places in the city. Since then, CCD has grown into the largest organized
    retail cafe chain in the country. CCD outlets are also present in Vienna, Austria, and
    the Czech Republic. There are about 1700 outlets in India, and there are plans to
    increase it to over 2000 outlets in India and 200 in overseas by December 2014.
    The concept, strategic intent, service delivery design, and various other choices made
    at CCD makes it unique. A typical CCD outlet is a smart, simple space where the
    customers could sit down, talk, and listen to conversations, hold short meetings, or
    even have a lot of good fun, all over steaming cups of coffee. A typical customer is
    about 25 years old and never visits the CCD outlet alone. In a CCD outlet, the coffee
    is served efficiently; the outlet is clean and the setting relaxed yet peppy. What
    distinguishes CCD from the other competitors such as Barista, Au Bon Pain, and
    Costa Coffee is the pricing strategy, which the MNCs struggle to get after a few
    iterations. CCD offers a single-serve coffee machine that can dispense a cup of tea in
    about 20 seconds. They have also developed a 5 Kg, 30 cm tall machine called Coffee
    Day Wakeup, which is likely to be priced under ₹5,000 compared to Italy’s Lavazza’s
    ₹15,000 product.
    The service delivery design of CCD is unique and is based on the strategic intent of
    providing an affordable luxury to the chosen customer segment. There are four
    formats available. These include Café Coffee Day, The Lounge, The Square, and
    XPRESS Outlets. There are over 1500 Cafés spread across 200 cities in India where
    over 300,000 customers step in on a daily basis. The Lounge offers a wide range of
    food and beverages, targeting a more mature and affluent group of customers. The
    Square is a premium range of cafés catering to the connoisseur and widely travelled.
    The Lounge and the Square outlets are designed in such a manner that it can be used
    for a serious business conference or for a relaxed meeting. Facilities available include
    a free wi-fi, a presentation screen, single-origin coffee, and exquisite cuisine. The
    XPRESS Outlets offer quick coffee to the moving population and are located in the
    city’s key spots. Each of these outlets is designed to suit the targeted customer
    segment. The XPRESS Outlets occupy just 60 square foot of space, whereas The
    Square and the Lounge are much bigger.
    The strategy of CCD is to be the best Café chain by offering a world-class coffee
    experience at affordable prices. A closer look at various aspects of CCD suggests the
    importance of developing a corporate strategy and aligning various aspects of
    perations to the overall strategy. We shall see some of these aspects in detail in this
    chapter.
    Source: http://www.cafecoffeeday.com; “Tomorrow’s Goliaths: Café Coffee Day”, Business Today, December 2, 2011, pp. 80–84

    You might also like