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Franchise 2016-12-02

We provide continuous support to our franchisee- Gaurav Narang

In an interaction with Restaurant India, Gaurav Naranag, Director, Coffee Culture talks about his expansion plans.

We provide continuous support to our franchisee- Gaurav Narang

Share with us your entrepreneurial journey and enlighten us what motivated you to enter the hospitality industry?

It was a passion rather. I used to look at the need of the unique concept in the F&B business and was always so enthusiast to come up with such out of the box concepts. This industry has its own charm which attracts entrepreneurs and professional as well. Brand “Coffee Culture” is a product of months of sleepless nights and sweaty efforts to give the town something that it deserved. When we opened the first outlet way back in 2004, we only emphasis in creating unique café lounges, un authentic food-beverages and non-regular service. And the result is visible.

There is so much happening in the hospitality industry. What makes your brand better from the rest?

As I said we believe in creating culture rather than following the monotony. Extra ordinary lounge setups with a huge variety of World food options, crowd sourced music, lively ambience, festivals, events, performances and everything you think of. USPs for others is regular practice for us. And we make sure it’s a constant process, part of regular operations.

Elaborate about the products and services that your brand offers to the hospitality industry?

Well, when we talk about products, Coffee Culture stands out of queue as the 15 page wide menu gives customer a perfect solution to their fooding needs at any day anytime. The menu consists of Hot-Cold Coffees, refreshing Mocktails, Our signature Non Alcoholic Shots, Crazy Thick shakes, Huge Varieties of Unique Burgers and tasty Sandwiches, Classic Pizzas, Pasta and Rice options, CC special Non Authentic Sizzlers, and some wonderful Desserts. Also to make customer experience more exciting, we have launched I-Pad menu at out latest CC store at Vadodara. Also to mention we have strong I-Pad based feedback system already installed at all our outlets.

What criteria do you follow for selecting franchisees on board and what steps do you take to evaluate your franchisee’s performance?

“We don’t sell Franchisee; we invite Partners who are enthusiasts and are interested in F&B business. Adding numbers won’t make sense, we ensure profitability of a franchised outlet. For tracking the performance we have a strong reporting and internally developed structure which gives us a perfect review of the performance.

What kind of training and business support do you provide to the franchisees?

The reporting and business support remains the same as we do for our company owned outlets. Daily, monthly and yearly reports are maintained/evaluated and any kind of operational, marketing, development support which is required to make the business more profitable is provided.

How many outlets are you planning to open by the end of 2016? How many of these outlets will be franchise & company-owned?

As I earlier said, we are not adding numbers but seeing the great profitable business model, brand Coffee Culture is in a full fledged expansion mode. This Year We are opening Varachha[ Surat], Navsari, Jaipur and 2nd Outlet in Vadodara. And by next year we will be adding 11 new outlets in Mumbai, Vallabh Vidyanagar, Ahmedabad, Rajkot, Udaipur, Gurugram and Pune. Also, we are in discussion for expanding overseas in UAE.

At what intervals, your brand offers advertising and marketing support to franchisees?

As I mentioned earlier, it’s a continuous support. We work on a single plan to promote all our outlets of Coffee Culture. And our marketing team is quite well developed for the same.

What is the preferred franchise model for your brand’s expansion? In terms of growth what are you expecting in the upcoming years? Please elaborate your future plans.

Brand Coffee Culture is known to the industry for its “Café Lounge” model. It is a tried and tested model which holds profitable permutation- combinations. Though Express Cafes can always add numbers with small franchisees. It’s a small yet very effective and profitable format for small investors. In near future we are expanding business in Gujarat and Western region along with metros and some National tie ups for the same.

  • Master Franchise:2
  • Unit Franchise:12
  • Multi-unit franchise:2

Franchise Facts:

  • Total Investment: 50 Lac to 1 CR
  • Existing outlets (company-owned +franchise): 3 + 9
  • Required area for opening brand’s franchise: 1600-3000 sqft (carpet)
  • Return-on-investment (ROI): 80%
  • Expected break even: 1 year to 2.5 years
  • Target cities for expansion: Ahmedabad, Mumbai, Pune, Calcutta, Bangalore, Hyderabad, Agra, Bhopal, Chandigarh, Gurgaon, Indore, Nagpur, Nashik, Noida, Patna
  • Preferred location for opening your brand’s franchise outlet: High Streets, Malls
  • Year of starting franchise operations: 2009
  • Year of inception: 2004
  • Brand’s vision & mission for 2016: By the end of financial year 2016 Brand wishes to have 25+ outlets across PAN India and openings in a few foreign countries.
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