On cafe culture
There are various reasons. With increased awareness and social media, people of all age groups favour visiting cafes. Cafes are aspirational, offers an experience to enjoy and savor, a meeting place to meet your colleagues or carry out a business meeting. The trend is present in Tier 1and Tier 2 cities but the growth shows that will soon be present in Tier 3 cities too.
On expansion plan
We are present in 13 cities across India and have 20 cafes all over. We are opening a new cafe in Guwahati this year and so far have opened three outlets already in this year. By March 2014, we will have at least 2-3 more locations under different stages of opening. We have evolved the menu a lot over the last few years. We have more food options like pizzas, all day meals, alcohol in some locations, sizzlers etc.
Evolution from Indo-Tibetan looks to Mediterranean look
The initial Mocha were with the Arabic theme but now the cafes are more modern looking and each location is unique with its own distinctive elements. All locations look different and have their own individual identity.
On challenges faced
The backend is already in place as we are in existence for more than 10 years. With the recent spurt in the number of stores we have been able to deliver the correct product in all the cities.
We are in a different space in the market as we are not a cut paste model. Each cafe has its own identity and individuality with live kitchens serving fresh foods and beverages. In some location, we serve alcohol as well.