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Sep, 01 2006

Cookieman targets 54 outlets

Australian cookie major, Cookie Man is pegging its growth horizon on the footfalls in malls across the country, besides non-traditional set-ups like airports and petrol bunks.

Mall mania is shifting to tier-II cities and Cookie Man wants to ride on it as well. They are targeting 14 'mother shops' and 40 express shops by 2007.

The Cookie Man brand is present in 20 countries and in India through a 50:50 JV with an Indian group. Noting that setting up its stores in malls was necessary as the aroma of baked cookies travelled well in an air-conditioned, enclosed environment, airports and petro bunks, figured high on its branding agenda. In fact, it has blocked spaces in places like Pune, Ludhiana, Indore, Jaipur and Chandigarh where a number of malls are coming up. In the south, it is evaluating places like Coimbatore and Mysore to expand its presence. Cookie Man is eyeing the institutional business, corporate and festive gifting as key drivers for its growth.

New age sectors like IT, BPO and insurance prefer cookies as a gift choice which is why Cookie Man is targeting this segment. The cookie chain also plans to make India its 'dough base' as a significant chunk of its revenue is generated from selling dough and the rest from contract manufacturing of cookies.

The organised biscuit/cookie market is estimated at $500million and it wants to garner a significant portion of it. The chain also has a coffee chain tie-up with Barista and Java Green. On the revenue model, the franchisee rents the company's proprietary Autobake oven and buys raw materials from it. While the franchisee invests in the retail space, the company undertakes the marketing. Cookie Man's open format shops do a constant 'menu-engineering' and quality analysis at all the outlets to test the consumer preference.

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