madras coffee house - profile
DESCRIPTION
Taste the authentic Madras Filter Coffee served across India by Madras Coffee HouseTRANSCRIPT
MadrasCoffeeHouse
™
PROFILE
About the Company
Situation Analysis
Menu
Gallery
India Coffee Industry and Consumer Patterns
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COMPANY NAME Vel Chakra Coffee Private Limited
BRAND NAME Madras Coffee House
HEAD OFFICENo.16/31, Kandappa Chetty Street,Kothawal Bazaar, Chennai - 600 001
YEARS IN OPERATION 5 Years
TOP MANAGEMENTM. Kumaaravelan
P. Prasanna Venkatesh
INDUSTRY & SEGMENT SECTOR Food and Beverages
TARGET CUSTOMERS Medium and High end
PRODUCT MIXSouth Indian Filter Coffee, Tea, Milk, Horlics etc.
RETAIL FORMAT Kiosk (30) & Shop (5) : Total : 35
SALES (%) & GROSS MARGIN F, B (20%, 80%), F, B (50%, 65%)
GEOGRAPHICAL PRESENCE Chennai, Bangalore, PuneAbo
ut th
e C
ompa
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About
Product Mix
The Madras Coffee House was founded by Mr. Kumaaravelan known in South Indian Hotel Industry and co-founded by young entrepreneur Mr. Prasanna Venkatesh.
Famous for world’s finest filter coffee served in authentic Madras Style.
Computerized billing system in place along with monitoring system to maintain stock, quality, food cost at each outlet.
FILTER COFFEES AND SNACKS
Coffee / Tea / Milk / Boost / Horlicks / Bournvita / Green tea / Samosa, Cookies / Lemon tea / Aqua Fina (750ml) / Puffs / Nes Coffee / Bru Coffee / Complan / Somosa etc.
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Our BranchesDLF 24
Central Railway Station 24
Express Avenue 50
Bazullah Road 50
Chennai Silks - T. Nagar 50
Airport-1 (Domestic Arrival) 100
Airport-2 (International Departure) 100
Airport-3 (International Arrival) 100
Ambit IT Park 60
Veppery 110
Nungambakkam 162
Ascendas IT Park 150
Chetpet 200
GP Road 100
Ashok Nagar (10th Avenue) 60
Eldams Road 120
TCS - Siruseri 100
K.K.Nagar MOBILE VAN
Apollo Hospital 50
Chettinad Hospital 50
Ranipet Highway 50
Infosys IT Park 100
VGP - ECR 50
Trichy Highway 500
Velachery - Chennai Silks 50
Forum Mall 60
Spencer Plaza 50
Alwarpet 50
Ramanujam IT Park 50
Anna Nagar 100
Acendas Phase-3 50
RMZ - IT Park 2000
Majestic Railway station Bangalore-1
50
Bangalore-2 50
Pune Amonora Mall - Pune 650
35 Locations 35 LocationsExisting Area (Sq.ft) Existing Area (Sq.ft)
Shop with Seating Capacity of 16 and 12 respectively Madras Coffee house are spread overmalls, clinics, IT Parks and residential.
Most of the locations open for 12-16 hours, except Central one which is open 24 hours of a day.
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Spl. Filter Coffee 40 15
Spl. Tea 40 15
Lemon Tea 25 20
Green Tea 40 20
Ginger Tea 30 20
Black Tea 40
Black Coffee 40
Cold Coffee 100 60
Milk 40 15
Parcel Coffee 40 25
Parcel Tea 40 25
Parcel Milk 40 25
Samahan 20
Horlicks 50 20
Bournvita 50 25
Boost 50 20
Viva 25
Complan 25
Slice 28
7 UP 30
Miranda 30
Pepsi 25
Aqua Fina 1 Ltd 20
Water bottle 30
HighestPrice (INR)
HighestPrice (INR)
LowestPrice (INR)
LowestPrice (INR)Total Items (24) Total Items (24)
BeveragesMENU
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HighestPrice (INR)
LowestPrice (INR)Total Items (24)
HighestPrice (INR)
LowestPrice (INR)Total Items (24)
Food MENU
taste budsa reason to wake up
Giving your“”
Samosa (1 pc) 40 5
Puffs (1 pc) 20
Cookies (3 pcs) 40 10
Mini Puffs (4 pcs) 10
Sweet Puffs (4 pcs) 10
Vada (1 pc) 15 10
Sundal 60 25
Milk Khoa 18
American Sweet Corn
60 25
Veg Roll 50
Veg Puffs 40
Sandwich 65
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GALLERY
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GALLERY
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INDIACOFFEE
INDUSTRY &CONSUMERPATTERNS
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Global - Coffee Industry Overview
Guantemala
55900
25000
9700
7500
6500
5800
5300
4800
4700
3850
22233
0 10000 20000 30000 40000 50000 60000
Brazil
Vietnam
Indonesia
Columbia
Ethiopia
Honduras
India
Peru
Mexico
Other
Global Coffee Production (2012/2013) Thousand 60 kg bags
India is the world’s sixth biggestcoffee producer (Brazil, 1st)
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India’s Coffee Industry Overview
43754825 5035 5200 5100 5300
0
1000
2000
3000
4000
5000
6000
2008/2009 2009/2010 2010/2011 2011/2012 2012/2013(JUNE)
2012/2013(DEC)
Thousand 60 Kgs Bags
Karnataka accounts for some 70% of the country’s coffee production.
India’s coffee production in marketing year 2013-2014 (starting October) is forecast at 5.2 million bags, similar to the last year.
India’s coffee consumption is increasing at 6% a year. According to the government, the country’s consumption in 2009-10, 2010-11 and 2011-12 was 1,02,000 mt, 1,08,000 mt and 1,15,000 mt, respectively.
Source: USA Department of Agriculture Report (2012)
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13251575 1570 1660 1675 1640
0200400600800
10001200140016001800
2008/2009 2009/2010 2010/2011 2011/2012 2012/2013(JUNE)
2012/2013(DEC)
Arabica Coffee Production India(Thousand 60 Kgs Bags)
30503250
3465 3540 34253660
2600280030003200340036003800
2008/2009 2009/2010 2010/2011 2011/2012 2012/2013(JUNE)
2012/2013(DEC)
Robusta Coffee Production India(Thousand 60 Kgs Bags)
Total Coffee exports were down at INR 2,545 crore as against INR 2,609 core between January and June (2013).
India’s coffee exports have declined by 2.85 per cent to 1,72,480 tonnes so far in the calendar 2013 due to weak global prices (Coffee Board, India).
Although, international prices have been falling, global supplies have exceeded demand particularly in Brazil.
Export of ARABICA coffee declined to 35,560 tonnes from 36,843 tonnes(Jan (12/13)-June (12/13).
Shipment of ROBUSTA coffee bean fell marginally to 93,213 tonnes till first week of June as against 98,863 tonnes in the year ago period.
Source: USA Department of Agriculture Report (2012)
Types of Coffees : Arabica and Robusta
The world’s finest filter coffeeserved to you inauthentic
MADRAS STYLE
“
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Consumer Trends
Drinking coffee and having causal business meetings along , is becoming a common trend. There is 55 percent increase seen in meetings happening around the coffee table which has made many coffee shop holders to come up with special offers and attractions.
Coffee Shop owners are bringing out tie-ups with corporate, offering clients special discounts, ensuring customer loyalty .e.g. Barista has a tie up with IBM and its employees get a minimum of 10-15 percent discount on all Barista products; Bak Bak Bar in Koramangala have tie ups with IT companies like Oracle, Accenture, Infosys and Bosch, for formal as well as informal meetings.
Most of the coffee shop owners are making cafe meetings a fixture with special corners reserve for meetings. “Huddle room concept”. The meetings could be about anything from meeting financers, to strategic parents to holding hiring and staffing meets. The average spend on a person ranges between INR 150 and INR 400.
What consumers seem to want is a calming ambience, secluded corner and most importantly availability of enough parking space.
Source: “Economic Times Article”, 2013 (Koramangala lounges cash on corporate meets, offers smart discounts.
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Outside Home Consumption of Coffee
While Travelling
Airport / Train Station
At Special Event / Function
While out for entertainment
While as a Guest in
Someon's House
CollegeOfficeCoffee Shop
6456
27
158 6
6557 54
45
63 59
3732
4943
FREQUENCY OF CONSUMPTON
50 14 73 31 56 17 17 3 14 4 6 1 5 1 5 1
All figures in %
Regular Drinker = % Drink 1-2 times everyday including yesterday + % Drink 1-2 times a week
Regular Occasional
LOCATION
Among those who drink coffee outside
Source: Coffee Board of India Report, 2007
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Regular Beverage Consumption – Urban
West
East
North
Kerala
Andhra Pradesh
Karnataka
Tamilnadu
Total 15
21
29
13
8
8
3
7 19
22
17
20
26
9
18
18
Coffee Total
26
25
25
28
39
38
39
33
Tea
58
43
40
42
69
81
75
77 15
20
17
28
45
18
32
26
Total
92
95
98
97
87
58
75
84
Maltova/ Complan/Horlicks/ Boost/
BournvitaPlain Milk
8
11
9 15
26
26
2 14
3 36
14
11 22
14 27
57
Total
41
33
71
39
16
24
37
34 2
3
5
20
19
3
3
5 4
14
11
7
11
12
Total
14
14
12
20
20
17
14
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Drink more than 2 times everyday including yesterday Drink 1-2 times everyday including yesterday All figures in %
In KN and TN, percentage of heavy drinkers (who drink coffeemore than 2 times a day) is higher than in other regions
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Source: Coffee Board of India Report, 2007
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SPECIALITY
Finest Filter Coffee in authentic
Madras style
AffordablePrice
Maintenance of Proper Hygiene
Standards
MadrasCoffeeHouse
A place to attain“Coffee-nirvana”
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Conclusions
There is increasing demand of coffee in India, as Indian middle class consumer are ready to spend more on global lifestyle and culture. This has resulted branded players like Costa coffee and Barista to go on expansion spree and tap the market.
Coffee has changed from being a traditional beverage consumed mainly in South India, to a youthful and trendy beverage with a national presence, consumed in several forms and retail formats. However, there are only few kiosk coffee shops that provide filter coffee in India.
In Karnataka, coffee has very strong associations with ‘Family beverage’. Interestingly, it also has special/high status perceptions.
Coffee drinking has become a synonymous for a certain strata of society as your younger, you are cooler and you are affluent.
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MadrasCoffeeHouse
™
No. 16/31, Kandappa Chetty Street,
Kothawal Bazaar, Chennai - 600 001
91766 00777 • 99620 17223
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