Country's largest retail coffee house chain, Cafe Coffee Day, is all set to don a new look and logo as the chain goes for a re-branding.
The company plans to invest Rs 130-crore this fiscal to open 180 outlets and revamp the existing ones with a new logo, a top company official said.
Cafe Coffee Day, popularly known as CCD, will now have a logo representing a dialogue box instead of its earlier square box.
"We are going for a complete makeover right from the change in logo to renovating the interiors and adding new formats such as Lounge and Square. We will be investing around Rs 130-crore this fiscal towards achieving the same," CCD's Director, Alok Gupta, told reporters here today.
Currently, the chain has around 970 company-owned outlets and 1,000 CCD Express joints on franchise agreement.
The company plans to scale-up its own stand-alone outlets to 1,150 this fiscal. By 2015, it intends to touch the 2,000 mark, Gupta said.
Of the total 180 CCD joints, 65 would be the new format Lounges while there would be 8 Squares. These outlets would beof an area of 1,200 sq ft and 2,000 sq ft, respectively.
"The Lounge and Square are the new formats we are introducing this year. They will have have customised menus as well as cater to the local taste buds," Gupta said, adding that CCD will take the brand beyond the metros.
It plans to open Lounge and Square in 20 cities such as Bhubaneswar, Chandigarh, Durgapur, Ranchi, and Guwahati.
Currently, the company runs only one Lounge in Bangalore.
"The change entails not only the logo but also the introduction of an all-new smart menu for in-house and take-away dining. We are also changing the interiors from walls to furniture uniforms and also the cutlery," Gupta said, adding that the changes are designed to facilitate a more interactive in-cafe experience for customers and enhanced customer service.
Besides, the company also is looking at tie-ups with modern retail players to boost the sale of its merchandise such as coffee powders, coffee-making equipment and other products like cookies and T-shirts, among others.
