MAM

Barista forays into retailing on highways

MUMBAI: Barista, which claims to be the leader of the specialty coffee market in India has announced a strategic tie-up with Indian Oil Corporation (IOC).

As per the deal Barista will open outlets at IOC petrol pumps that are located on highways. Barista is a wholly owned entity of the Chennai-based Sterling Infotech Group

 

 

Baritsa will sink in over Rs 200 million for taking the highway route. This alliance will involve investments from both companies to the tune of Rs 1.6 million - 2 million per outlet. At full stream of about 200 outlets, Barista is looking at revenue of 10-15 per cent of the overall Barista revenue.

Under this agreement, Barista will also be exploring IOCL sites within metros and mini metros for opening Barista outlets. Starting with the Delhi-Agra and hi-Chandigarh highways, which will be fully operational by May 2005, the company is looking at adding 20 odd outlets in the next three months.

 

 

The company plans to cover strategic locations such as the Delhi-Chandigarh; Delhi-Mathura; Delhi-Jaipur and Delhi-Agra highway. Other target highways will be the Mumbai-Pune, Chennai-Pondicherry and Bangalore-Mysore highways.

While the highway format will have a take-away option, it would primarily cater to a highway traveler looking for a refreshing break, en-route his destination. The highway outlets would ideally be spread over 500 square feet of area with both indoor and outdoor Seating.

This new retail format with its own unique distinctiveness will be a sub-brand of Barista Coffee Company. Though the look and feel of the outlet will revolve around Barista's corporate color and identity, one would see marked difference in the ambience and the offerings.

Keeping the highway traveler in mind, Barista would offer wholesome meals along with light snacks. The beverage menu will be an assortment of cold and hot options to choose from. The prices for all product offerings will differ from the ones presently sold within the cities.

 

 

Barista COO Brotin Banerjee said, "Barista has been the leader in the specialty coffee business in India, would like to expand the coffee market to meet the needs of the highway traveler. A large number of Barista consumers would benefit from this initiative, as they would be able to sip their favorite coffee while on the move."

"New consumers, especially women would be attracted as they would be able to choose from a great range of beverages and food within a safe, secure and warm ambience. This new retail format would contribute 10-15 per cent of the top line within the next two years," he added.

IOC executive director - retail sales T L Jain said, "As per industry guesstimate, the highway market in India is estimated over Rs 600 billion and is growing at a rapid pace. IOC with over 4000 retail outlets on the highways offers the widest network to the highway customers and their performance is reflected in the market leadership position enjoyed by IOC in this segment. Leveraging this space and the growth opportunities it offers, IOC has entered into a strategic understanding with Barista to open Barista Coffee Bars at strategic highway locations, which would result in additional revenues for both companies."

This tie-up with Barista is part of IOC's ongoing efforts to offer value added services to the customers visiting the petrol pumps. This includes opening of convenience stores, fast food centres and service/ repair stations at selected outlets located on major highways for the comfort and convenience of the traveling customers/ tourists.

The Barista highway outlets will also offer indoor games with comfortable seating arrangement. These beautifully landscaped Barista outlets with a lot of greenery with indoor and outdoor seating would provide a very relaxed and rejuvenating experience to customers traveling on highways. Most of these outlets will be operational 24X7, offering services to the customers anytime of the day and night.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Anupam-Vasudev.jpg?itok=aYdMK55L
Aircel lucky customers to get up to 20 times more recharge value

MUMBAI: Tapping the increasing trend of customers choosing to recharge their phones online or through apps, Aircel, one of the leading innovative telecom brands in India, has launched an incredible talk time offer for its customers today. The offer provides an opportunity to a customer to win 20...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Subroto_Geed-Vishal_Maheshwari.jpg?itok=s-rLjZLV
McDowell's soda brings Viu's Daggubati show on Gemini TV

MUMBAI: Friendship and brotherhood is the support system that sees millennials through moments of self-doubt and obstacles and is truly responsible for shaping them. McDowell’s No.1 Luxury Soda by United Spirits Limited – a Diageo Group Company is now bringing alive such friendships of well-known...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Untitled-1.jpg?itok=t1NTJ2FS
Viacom18 working with MCGM to instal art-inspired mobile toilets

MUMBAI: In a bid to support the Municipal Corporation of Greater Mumbai (MCGM) make Mumbai open defecation-free, Viacom18 has flagged off the second phase of its Chakachak Mumbai campaign in Bandra. As a part of this initiative, aesthetically designed mobile community toilets are being used as...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/tubelight.jpg?itok=JCsfNalw
UC News to promote ‘Tubelight’, partners SK Films

UC News, a part of Alibaba Mobile Business Group, with over 100 million monthly active users in India and Indonesia, has partnered with SK Films to promote the most awaited movie of the year - Tubelight.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Roda%20Mehta.jpg?itok=qX60_49A
AAAI honours senior media planner Roda Mehta

MUMBAI: The Advertising Agencies Association of India (AAAI) has announced that the recipient of this year’s AAAI Lifetime Achievement Award is Roda Mehta. AAAI Award is the highest honour given to an individual in India for his/her outstanding contribution to the Advertising Industry. The AAAI...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Vaibhav-Odhekar.jpg?itok=uTHBo16N
Ad platform POKKT appoints Wahab as VP

MUMBAI: POKKT, India’s & SEA’s leading smartphone advertising platform for mobile games, has announced the appointment of Abdul Wahab as Vice President, Global Delivery Head. Abdul will be responsible for timely delivery of campaigns, optimizing cost, maintain KPIs towards the goals targeted,...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Myntra-%20Novi.jpg?itok=yrsvyXpI
Myntra launches digital campaign with customer

MUMBAI: Myntra has launched a three-minute video, featuring a customer for the first time. Data driven insights indicate that she has been one of the most consistent shoppers on the platform, especially during EORS (End of Reason Sale) – Myntra’s flagship biannual sale, from the north-east region...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Haresh_Nayak-OOHZONE.jpg?itok=aNE3huzC
Posterscope India launches OOHZONE

MUMBAI: Posterscope India, the out-of-home agency from Dentsu Aegis Network, has launched ‘OOHZONE’, a fully automated live dashboard for OOH media planning. Its shear scope of process automation and innovative design makes it an impressive asset, which the agency trusts is a milestone in OOH media...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/AkashBanerji.jpg?itok=tQ9cR-PH
We aim at building a parent-approved, kids' favourite brand, says Voot's Akash Banerji

MUMBAI: Viacom18’s VOOT is all set roll out a hi-decibel campaign for its kids content segment – Voot Kids. The campaign will have two TVCs in three languages -- Hindi, Kannada and Marathi, depicting six situations.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories