Nowadays, cafes sport youthful bustle
Cafes are constantly innovating to give the youthful customer an impression that something is happening.
By Raghu Krishnan, TNN |
BANGALORE: If India’s coffee cafes have lured the youth market in a country where half the population is 25 years or below, it is not just because of the aroma of good coffee. The cafes are constantly innovating to give the youthful customer an impression that something is happening and that they should be part of it.
With the Will’s Lifestyle Fashion Week on in Delhi, Barista organised an in-store competition in Delhi, Mumbai, Bangalore, Pune and Kolkata, where customers filled up a five-word form on why they found coffee fashionable. The winners, says Barista CEO Partha Dattagupta, were flown to Delhi to get a makeover by the Elite Modelling Agency and a wardrobe by design house H2O Cue.
Music is not just the food of love, but also what 80% of customers of Cafe Coffee Day (CCD) aged 15-29 years like listening to. CCD got Bangalore group Aurko to shoot its music video ‘Poochhe ye dil se’ in one of its cafes, the story being about a couple which meets at a CCD outlet, takes up jobs, drifts apart and then gets together again in the cafe.
CCD is, says senior GM-Marketing, Sudipta Sen Gupta, retailing the album. CCD is also planning a ‘Back to college’ campaign, where seniors welcome freshers into its cafes in not just the metros, but also in Tier-2 towns where campus canteens may not have the required time and space.
For those focused on the coffee and food, the innovation takes place on a regular basis. Barista introduces at least one new coffee drink every month, one non-coffee beverage and one new food item. CCD is breaking the basic-coffee monotony by offering a combination coffee called Viennese Waltz - large coffee in a Grande Mug, topped with whipped cream and chocolate or caramel sauce.
That CCD runs a cafe in Vienna bang opposite the Opera House may have helped it get the mood right! To pre-empt the food fatigue, sandwich fillings are varied on a daily basis.
However, retailing expert Harish Bijoor feels Indian cafes still have a long way to go. “The USA offers segmentation in the form of dedicated cafes for men, women, gays, rock/pop music fans, health cafes, organic cafes and politics cafes!
With the Will’s Lifestyle Fashion Week on in Delhi, Barista organised an in-store competition in Delhi, Mumbai, Bangalore, Pune and Kolkata, where customers filled up a five-word form on why they found coffee fashionable. The winners, says Barista CEO Partha Dattagupta, were flown to Delhi to get a makeover by the Elite Modelling Agency and a wardrobe by design house H2O Cue.
Music is not just the food of love, but also what 80% of customers of Cafe Coffee Day (CCD) aged 15-29 years like listening to. CCD got Bangalore group Aurko to shoot its music video ‘Poochhe ye dil se’ in one of its cafes, the story being about a couple which meets at a CCD outlet, takes up jobs, drifts apart and then gets together again in the cafe.
CCD is, says senior GM-Marketing, Sudipta Sen Gupta, retailing the album. CCD is also planning a ‘Back to college’ campaign, where seniors welcome freshers into its cafes in not just the metros, but also in Tier-2 towns where campus canteens may not have the required time and space.
For those focused on the coffee and food, the innovation takes place on a regular basis. Barista introduces at least one new coffee drink every month, one non-coffee beverage and one new food item. CCD is breaking the basic-coffee monotony by offering a combination coffee called Viennese Waltz - large coffee in a Grande Mug, topped with whipped cream and chocolate or caramel sauce.
That CCD runs a cafe in Vienna bang opposite the Opera House may have helped it get the mood right! To pre-empt the food fatigue, sandwich fillings are varied on a daily basis.
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However, retailing expert Harish Bijoor feels Indian cafes still have a long way to go. “The USA offers segmentation in the form of dedicated cafes for men, women, gays, rock/pop music fans, health cafes, organic cafes and politics cafes!
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