Amalgamated Bean Coffee Trading Company Limited (ABCTCL) is an entrepreneurial venture of Chairman, Mr. V. G.
Siddhartha. His passion for coffee coupled with the opportunity provided by the deregulation of The Coffee- Board in 1993 created the perfect timing for the launch of this company. Their visionary Chairman could foresee the demand for Indian coffee abroad and ABCTCL began exporting coffee to coffee connoisseurs across USA, Europe & Japan. The “Coffee Day” as brand was born in the year 1994.In the year 2000, Coffee Day exported more than 27, 000 tones of coffee valued at US$ 60 m and for the second time in a short span of 7 years retained its position as the largest coffee exporter of India.
In this short journey of 12 years, the company has grown into six divisions and has overtaken one milestone after another without looking back. Mr. V. G.
Siddhartha has a vision to further expand ABCTCL in the domestic and overseas market. COMPANY BACKGROUND Coffee Day sources coffee from 5000 acres of coffee estates, the 2nd largest in Asia, that is owned by a sister concern and from 11,000 small growers.It is one of India’s leading coffee exporters with clients across USA, Europe & Japan. With its roots in the golden soil of Chickmaglur, the home of some of the best Indian Coffees and with the vision of a true entrepreneur nurturing it, Coffee Day has its business spanning the entire value chain of coffee consumption in India. Its different divisions include: Coffee Day Fresh n Ground (which owns 350 Coffee bean and powder retail outlets), Coffee Day Xpress (which owns 251 Coffee Day Kiosk), Coffee Day Take away (which owns 7000 Vending Machines), Coffee Day Exports and Coffee Day Perfect (FMCG Packaged Coffee) division.Cafe Coffee Day (CCD) pioneered the cafe concept in India in 1996 by opening its first cafe at Brigade Road in Bangalore. Till about the late 1990’s coffee drinking in India was restricted to the intellectual, the South Indian traditionalist and the five star coffee shop visitor. As the pure (as opposed to instant coffee) coffee cafe culture in neighboring international markets grew, the need for a relaxed and fun “hangout” for the emerging urban youth in the country was clearly seen.
Recognizing the potential that lay ahead on the horizon, Cafe Coffee Day embarked on a dynamic journey to become a large organized retail cafe chain with a distinct brand identity of its own. From a handful of cafes in six cites in the first 5 years, CCD has become India’s largest and premier retail chain of cafes with 251 cafes in 58 cities around the country. Cafe Coffee Day introduced the cafe culture in India with its first cafe at Brigade Road in Bangalore in 1996. There has been no looking back for their company from then till now, in fact they have grown from strength to strength.Cafe Coffee day is the regular meeting place for 18 to 35 year olds, both male and female, who are waited on by friendly and informed staff, and are offered the best made, hot or cold , in an invigorating ambience. They provide invigorating ambience and excellent customer service clubbed with excellent coffee to their customers.
Each cafe depending upon its size attracts between 400 to 800 customers daily. The following are ABCTCL 6 divisions: Exports – India’s largest coffee exporters. Currently export over 30000 tonnes of green coffee per annum, i. e 15% of India’s coffee exports.They have also ventured into specialty coffee exports.
Coffee Day Fresh and Ground- Major player in the roast & ground filter coffee segment. It provides a unique assortment of blends at affordable prices. The coffee is freshly ground in front of the customer and sold to him. Cafe Coffee Day – It is a place where customers come and rejuvenate themselves. It is a meeting place for the young and the young at heart. In the cafe Hot and Cold coffee as well as merchandise are sold to the customers. Coffee Day Vending – To serve the man on the move who though hurry does not have to compromise on quality of coffe he drinks.Coffee Day has its vending machine placed in vendor outlets in major cities.
Coffee Day Express – Bridges the need gap between the leisurely cuppa and the bite at the cafe and a quick drink at the vending point. In this segment you would notice kiosks strategically positioned where a customer can not only drink coffee but also grab a quick bite on the move. Coffee Day ‘Perfect’- For mass-in-home consumption section where filter coffee is consumed everyday. The filter coffee is sold in packaged form to the customers.
MISSION STATEMENT CAFE FORMATSCafe Coffee Day has been experimenting with cafe formats for quite sometime. Backed by the motivation of providing customers with exciting choices as well as constantly redefining ‘the cafe experience’, CCD has ventured into the following formats: Music Cafes provide customers with the choice of playing their favourite music tracks on the Digital Audio Jukeboxes installed at the cafe! There are around 85 cafes with such jukeboxes. 32 cafes also provide customers with the visual treat of watching their favorite music videos by means of Video Jukeboxes.Book Cafes offer the perfect solution to people who think that the coffee experience is incomplete without browsing through the bestsellers or reading a classic. CCD’s book corners accentuate the age-old combination of ‘coffee and books’. This exciting concept has been successfully tested at 15 cafes in 12 cities across India and the numbers are set to grow exponentially. CCD has tied up with English Book Depot, one of India’s leading book distributors for placement and rotation of reading materials appealing to Cafe Coffee Day’s discerning customers.
Highway cafes presents the traveler en route not only with good coffee and scrumptious snacks amidst great ambience but also with clean restrooms to get rid of that weariness from the road! Lounge cafes at Hauz Khas, Delhi and Southern Avenue, Kolkata(Southern Avenue) and Hyderabad (Jubilee Hills) combines the style and luxury of a lounge with the lively ambience and comfort of a cafe. With exquisite interiors, exotic menu and thematic music, CCD Lounge offers a whole new experience to the connoisseur while assisting the latter through its team of hostesses who are poise and style incarnate and are looked upon as fashion icons.Garden cafes combine the joy of rejuvenating amidst verdant landscapes and pots of coffee. Cyber cafes combine the urge to surf, & not to mention get connected through the internet while enjoying perfectly brewed cups of coffees, both domestic as well as International blends! These are of course just milestones. CCD is about to launch Sports Cafe, Fashion Cafe & Singles Cafe……..
LOGO For a brand to stand out and be successful there has to be a personal commitment from staff at all levels. The target customers must identify with it.It should be vibrant and have a “life” of its own.
Liveliness, growth, fun and passion depicts our brand, our customers, our staff and our future – this is embodied in our design and colour. Our LOGO colours embody: Red Square= Leadership, passion White Swirl = Purity of purpose, invigorating properties of coffee Green Stroke = 125 years of coffee growing heritage of this vertically integrated Group BUSINESS ASSOCIATION CCD has emerged as an interactive alternative media for brands to communicate with the ‘young at heart’.Other media, such as electronic, print and outdoor, offer brand communication through visual and audio modes to a large section of the populace, both relevant and irrelevant. Cafe Coffee Day offers a much more interactive, targeted communication, sometimes adding even a taste dimension to a brand idea! Various in-cafe collaterals used to impart visibility to a brand inside a cafe or to add the element of interactivity to a campaign are Posters, Tent Cards, Danglers, Leaflets, Brochures, Coasters, Drop boxes, Contest Forms, Stirrers, Standees etc.Over the years, CCD has successfully promoted a number of brands/products/events through various innovative tactics and promo ideas. Cashing in on its mass captive audience AWARDS AND ACCOLADES Cafe Coffee Day was named Food Services Retailer of the Year and Exclusive Brand Retailer of the Year at the 1st ICICI Bank Retail Excellence Awards function in 2005. Cafe Coffee Day was rated the No. 3 food services brand in Business World and Brand Equity surveys in 2004.
Cafe Coffee Day was ranked as the 3rd best” Retail F 6t B” chain in India in the Brand Equity survey in 2004.Mr. V. G. Siddhartha, Chairman (Amalgamated Bean Coffee Trading Company Limited) received the ” Economic Times – Entrepreneur of the year 2003 “award. Cafe Coffee Day has had a hat trick victory in the India Barista Championship. For 3 years in a row, 2002, 2003, 2004 CCD has won all the top awards and its representative has gone on to represent India at World Barista Championships, winning silver medal in 2002 and 5th place in 2004 for the country. PRODUCTS AT CAFE COFFE DAY Description of various Food and Beverages: Hot Coffees One Line Descriptions:Espresso : Strong black coffee extracted at high pressure and optimum temperature.
Espresso Americano : A shot of lightened Espresso diluted with hot water. Macchiato : A shot of Espresso topped up with milk foam. Cappuccino : Strong milk based coffee with a shot of Espresso, milk and milk foam. It is one of the most popular hot coffees at Cafe Coffee Day. Cafe Latte : Milkier hot coffee, mild and goes best with coffee flavoring syrups. It has a very thin layer of milk foam. Chocochino : A blend of Chocolate ice cream and Espresso garnished with a dollop of milk foam.It is neither a hot coffee nor a cold coffee.
It is a warm coffee. Cafe Mocha: Chocolate flavored Cappuccino. Goes best when served with whipped cream. Garnish it with a dash of cocoa powder. Irish coffee: A light Espresso flavored with a choice of Irish Cream/ Hazelnut/ Caramel and topped with Whipped Cream.
Caffeine Kick: Double shot of espresso diluted with hot water. Black Velvet: A’ristretto’strong coffee served around 5-20 ml. Kenyan Safari : An international coffee with the hidden flavor of Blueberry. Colombian Juan Valdez: Rich, mild international hot coffee with fruity flavour.Ethiopian Qahwah : International hot coffee with a hidden mocha flavour. Hot chocolate : Lots and lots and lots of chocolate. Cold Coffees Tropical Iceberg : Ice blended cold coffee with notes of chocolate.
It is the most popular cold coffee across the country. Tropical Temptation : A Tropical Iceberg topped with whipped cream and a shot of chocolate sauce. Cold Sparkle: Ice blended cold coffee with a sparkling taste of coconut, it is among the earliest cold coffees introduced in their menu. Iced Eskimo : Ice blended cold coffee with notes of coffee and cream balanced in right proportions.Arabian Heights : Ice blended cold coffee with a distinct flavour of cardamom. Vegan Shake : It is made of 100 % pure vegetable fat and does not contain any animal fat & dairy product.
It is unique and is being launched for the first time in the country by CCD. Cappachillo : Coffee with sweetened creamy milk served on the rocks. Mochachillo : Chocolate flavored coffee with sweetened creamy milk served on the rocks.
Cafe Frappe : A judicious blend of ice cream and coffee that gives a smooth and creamy effect. Almond frappe : Almond flavored rich, creamy cold coffee with whipped cream, garnished with almond flakes.Choco Frappe: A Cafe Frappe with an extra scoop of Vanilla ice cream and a shot of chocolate sauce, garnished with cocoa powder. Devils Own : A smooth blend of cream and coffee drenched with chocolate sauce and topped up with a shot of whipped cream. Kaapi Nirvana : It is their ultimate signature blend, very Indian with hidden Caribbean taste, won the silver medal in the in the world barista championship held in Oslo 2002. Rich coffee taste, heavy body with creamy texture and does not require any additional flavors.
Fruit Frappe : A judicious blend of ice cream and fruits having different fruity flavors and thick cool texture. Mango Frappe, Strawberry Frappe, Pineapple Frappe, Lichi Frappe, Cold Chocolate). Teas Assam Tea : A strong Tea grown in the best tea estates of Assam.
Masala Chai : High grade Assam tea in combination with a Masala bag which is meticulously prepared with pepper, cardamom and cinnamon to give an ethnic feel. Ice Tea : A flavoured cold tea served with lemon juice on the rocks, garnished with a slice of lime. Granitas / Cremosas Granitas : A cool slush drink in different flavour variants Pineapple Crush : Pineapple flavour. Cool Blue : Orange & hidden flavour of mint. Blood Orange : Orange flavour.
Smoothies : Ice-drinks blended with ice cream to give it a creamy texture, which gives a smooth creamy after taste Strawberry/Mango Colada : A smoothie, flavoured with strawberry/mango garnished with whipped cream. Cremosa : A fizz drink served with fruit concentrate, soda and Ice Cubes Served on the Rocks. (Flavor options: Litchi, Ginger Spice and Pina Colada) Desserts Mousse Au chocolate : A double layered Chocolate mousse with a combination of milk a dark chocolate & subtle coffee flavor for all the chocolate lovers. Mocha Pastry : A fresh coffee sponge cake flavored with Coffee cream and syrup.Chocolate Fantasy Cake : Rich Chocolate Pastry pampered with a rich garnish with chocolate truffle swirl. Pineapple Gateaux : Delicious cream and pineapple-flavoured cake, very light and refreshing. Chocolate Mousse : Creamy, Fluffy, Smooth, chocolate flavored dessert, ideal with coffee.
Black forest Cake : The all time favorite Choco pastry with cherries suited to our Indian palate. Sugar/chocolate Doughnut : A deep-fried dumpling doused with cinnamon flavoured top dipped in sugar or chocolate truffle. Date & Walnut cake : Rich butter base Cake made of delicious combination Dates & Walnut.Chocolate Brownie : A rich dessert made with the combination of chocolate, butter, walnuts best with coffee. [TIP: Tastes best with a scoop of Vanilla Ice Cream.
] Banana walnut cake : Delicious teacake flavored with bananas and walnuts Marble cake : A delicious combination of chocolate and vanilla butter sponge best with tea or coffee, topped with pure chocolate. Try with a scoop of choc ice cream, vanilla ice cream, nuts & chocolate sauce. Cookies : A crisp sweet snack accompanying all coffee and teas with choco chips, chocolate ginger, peanut butter and coconut macaroon flavour options.