Providing a luxury environment with a world class product range yet casual, friendly and easily accessible surroundings is what we can call ‘CREME BREW Le Café’. In an interaction Kushalah Bucktowar, Director, Indian Operations Formula One Coffee Co. Pvt. Ltd shares the launch expansion plans of the brand via franchising.
Namita Bhagat (NB): Tell us about the inception of the concept of CREME BREW Le Café? What is the USP of the brand?
Kushalah Bucktowar (KB): CRÈME BREW (CB) is a part of the Formula One Coffee Co. Pvt. Ltd and the brand has been launched in association with product partners Bristot Caffe Italy and IBC USA. The idea of CB was to imagine making of an international café that has potential to compete as a trans-continental world brand, a café brand that feels at home whether on a Park Avenue, a Dubai mall, a Riviera waterfront in France or a luxury hotel. The brand is liked for its representation in all communities and keeps highest standards.
This is the next level of fine coffee service as it should be ‘fine’, stepping away from commercial feel into a tasteful private look and designer feel towards a luxury hotel, yet affordable to walk in any time of the day. The life where luxury is not expensive and a choice select of patrons looking for a tasteful destination to spend their quality time.
The USP of CRÈME BREW is in its experience, everyday. It offers a luxury environment with world class products yet casual, friendly and easily accessible surroundings. It makes you feel more than yourself. A café is where ideas emerge and one great idea can change your life.
NB: How many locations do you have at present? Could you share with us the expansion plans for the company?
KB: CRÈME BREW has launched its first outlet in Saket, New Delhi. From herein, we will be expanding via profit sharing model with company run outlets and franchise models.
NB: You are considering franchise model to enhance your brand presence. What are the factors which motivated you to opt for franchise route?
KB: The ability to expand rapidly and be available to our market across the world and be positioned in top locations already with owners.
NB: What locations are you aiming for granting franchise rights? What would be your expansion strategy for franchise route?
KB: Being a luxury café with premier international products, the locations needed would be premier malls, hotels and resorts and international airports, or another location that is built in premier location frequented by high end consumers.
NB: What is the selection criterion for the franchisees who would like to associate with you?
KB: We would like to look at the franchise applicant’s previous business models. It is important they have experience in high end customer handling and own real estate in a prime locality. Other than that the potential partner should have understanding of CRÈME BREW concept and standards maintenance and commitment to hold so.
NB: Could you share the initial investment outlay and space requirements for the franchisee to start up the outlets?
KB: CRÈME BREW shall be available in Express model for space requirement of 300 sq. ft take-away; Diner model of 1,000sq. ft with seating capacity of 50 and Lounge model of 2,000+ sq. ft space. The investment is Rs 12,000 per sq. ft. This includes complete equipment for bar and kitchen, interior design, interior installation, software and systems, training, man power arrangement and supply of first lot of food and beverage material to initiate. Also includes point of sale and marketing material and signages for a complete setup and run.
NB: How do you propose to provide support and training to the franchisees to operate the business?
KB: CRÈME BREW team shall provide trained manpower to run the operations. Marketing support will be in form of BTL activities, promotions, website location, menu making, and regular audits.