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Caf Coffee Day

Parminder Singh Grover, PCTE Baddowal, Ludhiana

http://www.facebook.com/psasr
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Evolution of a Coffee CafThe beginning:It all began around 1000 A.D. when Arab tradersbegan to cultivate coffee beans in largeplantations. They began to boil the beanscreating a drink they called qahwa whichtranslates to that which prevents sleep. Thedrink became widely popular, and the need for

coffee beans grew. The brief timeline for thegrowth of coffee, cafs and everything related isgiven ahead:


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850------First known discovery of coffee berries. Legend of goat herder Kaldi ofEthiopia, who notices goats are friskierafter eating red barriers of a local shrub.Experiments with the berries himself and

begins to feel happier.

1100------The first coffee trees arecultivated on the Arabian Peninsula.Coffee is first roasted and boiled by Arabsmaking qahwa.

1475------ The worlds first coffee shopopens in Constantinople.

Evolution of a Coffee Caf


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Evolution of a Coffee Caf1554----The first establishment in Constantinople soon

becomes widely popular, and two more cafs are opened.

1600------ Coffee enters Europe through the port ofVenice. The first coffee house opens in Italy in 1654.

1652----The first coffee house opens in England. Coffeehouses were called penny universities' a penny is chargedfor admission and a cup of coffee) because a person couldvisit a caf to discuss current affairs and social issues.


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1822----The prototype of the first espressomachine is created in France.

1855----A process of using natural gas and hotair becomes the most popular method ofroasting coffee.1905----The first commercial espresso machine

is manufactured in Italy.1908---- The invention of the worlds first dripcoffeemaker. Melitta Bentz makes a filter usingblotting paper.


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1933----Dr. Ernest Illy develops the first automaticespresso machine. There is enormous interestfrom cafs all around Europe.

1945----Achilles Gaggia perfects the espressomachine with a piston that creates a highpressure extraction to produce a thick layer ofcream.

1980---- Coffee is now the worlds most popularbeverage, which leads to a boom in retail andhotel cafs. The American retail caf Starbucksin born.


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1990----With the growth of the Internet,cyber

cafs are born, providing Internet accessand coffee to users.2000-With an increased penetration ofPCs in homes, cyber caf chains close,andre-immerge as retail coffee caf chains.


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Coffee Caf Industry In India

Hot beverages have always been a part ofthe tradition of India, especially SouthIndia. Coffee took the first seat in SouthIndia when the traditional Brahmin classes

brought down the beverage from the rulingBritish around the 1930s. During the early

years the drink was confined only totraditional rich Brahmin families whoserved filter coffee in a davra - tumbler.


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Coffee is no more confined to the rich Brahmin class now,though the tradition of serving filter coffee in the davra -tumbler continues to this day. In order to spread the drink,coffee houses emerged at various places in the country,which also served as the opposite places for lawyers and theeducated class to hold discussions ranging from politics tocinema. It is also believed that many scripts and ideas forfilms evolved here. One of the oldest coffee houses in SouthIndia is the Raayars mess, Chennai, which serves first classfilter coffee even today.


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The mess was established in the 1940s and continues thetradition of coffee but supplements it with 13 Tiffin also.The location of the mess attracts huge crowds even todayearly in the mornings, Coffee however was not the onlyitem on the menu. These places also served food and otherdrinks to their customers. The drink also became famousand as a result even five star hotels began cashing in on it.Several hotels all over the country started opening coffee-shops that catered to high- end customers. This showed the

popularization of coffee cafs, to all sections of society.


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Caf Coffee Day
http://en.wikipedia.org/wiki/File:CoffeeDayLogo.jpg


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Introduction

It was in the golden soil of Chikmagalur that a traditionalfamily owned a few acres of coffee estates, whichyielded rich coffee beans.

Soon Amalgamated Bean Coffee Trading CompanyLimited, popularly known as Coffee Day was formed.With a rich coffee growing tradition since 1875 behind itcoupled with the opportunity that arose with thederegulation of the coffee board in the early nineties. Coffee Day began exporting coffee to the connoisseursacross USA, Europe & Japan.In the calendar year 2000, Coffee Day exported morethan 27000 tones of coffee valued at US$ 60 m to these

countries and, for the second time in its short career of 7ears retained the osition as the lar est coffee
http://en.wikipedia.org/wiki/File:CoffeeDayLogo.jpghttp://en.wikipedia.org/wiki/File:CoffeeDayLogo.jpg


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From a handful of cafs in six cites in the first 5years, CCD has become Indias largest and

premier retail chain of cafes with 718 cafes in103 cities around the country. Coffee Day has its business spanning the entirevalue chain of coffee consumption in India. ItsCaf Coffee Day (CCD) pioneered the cafconcept in India in 1996 by opening its first cafat Brigade Road in Bangalore


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Different divisions include

Coffee Day Fresh n Ground (which owns354 Coffee bean and powder retail outlets)

Coffee Day Xpress (which owns 341Coffee Day Kiosk) Coffee Day Take away (which owns 7000Vending Machines) Coffee Day Exports and Coffee DayPerfect (FMCG Packaged Coffee) .


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Sub-Brands of Caf Coffee

Coffee Day Fresh &Ground

Caf Coffee DayCoffee Day VendingCoffee Day - Xpress

Coffee Day ExportsCoffee Day - Perfect


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Caf Coffee Daycurrently owns andoperates 718 cafes in all

major cities in India.It is a part of India'slargest coffeeconglomerate namedCoffee Day, Rs. 200crore ISO 9002 certifiedcompany. Coffee Day's mostunique aspect is that itgrows the coffee itserves.


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Key Features

Pioneers of the Caf Concept in India with theits first Caf at Brigade Road, Bangalore in1996. This Caf was opened as a Cyber Caf(first of its kind) but later, with the burst of cybercafes it reverted to its core competency.Coffee.Essentially a youth oriented brand with majorityof its customers falling in the 15- 29 year agebracket Each caf, depending upon its size attractsbetween 400 and 800 customers daily.It is a place where customers come to


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Key Features

USP of the Brand: Affordable Price Coffee Winner of Platinum, Gold,

Silver and Bronze medals at the IndiaBarista Championship 2002


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Marketing Mix

Product Mix:


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Coffees & Teas

Hot Coffee


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Hot Coffee

EspressoEspresso Americano

MacchiatoCappuchinoCaf Latte

ChococinnoCaf MochaIrish Coffee


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International Coffee

Colombian Juan ValdezEthiopian QahwahKenyan Safari


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Cold Coffee

Sweet MintCold SparkleBrandied BananaTropical IcebergIced Eskimo


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Product Mix

Refreshing Alternatives


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Granitas

Blood OrangeCool BluePineapple CrushEmerald IceRuby Surprise


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Smoothies

Mango ColadaStrawberry Colada


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Cremosas

LitchiGinger SpicePina Colada


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Product Mix

Eatables


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Ice Creams

VanillaChocolateSeasons Best


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Quick Bites

SamosaPuffPizzaCroissantFrench FriesKathi RollWraps


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Quality standards:

Caf Coffee Day has a check on quality all the timeand in several aspects.The operational in-charge will go around checking

business, record keeping, service and check thefeedback forms.The food in-charge will look at the way food is beingstored, coffee is being made, what is the time take toextract the coffee and so on. Marketing person will go about checking displays,how the merchandise are displayed


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Product Serving Size

Hot Coffee ------210 mlCold Coffee------350 mlSmoothies------ 350 mlGranitas------- 350 ml


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Merchandising:

CapsT-Shirts

BagsMugsCoffee Filters

Coffee PowdersCoffee MintsPens


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Products:

A wide range of products Appeal primarily to Indian coffee and

snack lovers.Indian tasteThe best selling item in summer is frappe,

which is coffee and ice cream blendedtogether.In winter it is cappuccino.


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People:

People are hired for whatthey kn ow bu t fi red for how

they behave.


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Physical Evidence :

Logo, Colors, Images


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Dcor & Architecture:


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Dcor & Architecture:

Caf Coffee Day had gone in for imagechange and revamping of interiors in the

last quarter of 2001. Caf interiors havebeen given a whole, new look. In a changefrom the largely wood and granite basedinteriors, there is more of steel and lots

more colour now. The young colours oftoday, lime green, yellow, orange, andpurple predominate.

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