A lot can happen over coffee

Caf Coffee Day: A Profile

CONTENTS

About Caf Coffee Day - Origin03

Network Strength (India & Overseas)04

Target Market.05

Caf Coffee Day Products...06

Menu Mix.....07

Beyond Caf Coffee Day..09

Other Relevant Information..10

About Caf Coffee Day: The Origin

Caf Coffee Day is a division of Indias largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), a Rs 750 crore ISO 9002 certified company. Coffee Day sources coffee from 10,000 acres of owned coffee estates, and 5000 acres of managed estates, making it the largest individual estate owner of Asia. With its roots in the golden soil of Chikmaglur the home of some of the best Indian Coffees, and with the vision of a true entrepreneur nurturing it, Coffee Day not only boasts of a 165 year coffeegrowing heritage, but today has its business spanning the entire value chain of coffee consumption in India. Apart from its plantations, ABCTCL has its own curing works at Chikmaglur & Hasan with a combined processing capacity of 1 million bags. ABCTCL has also invested in a one-of-its-kind Coffee Laboratory which is accredited by the Coffee Board of India. The Coffee Lab undertakes constant R&D to better processes and develop new flavours and products. ABCTCLs coffee retail divisions include: Coffee Day Exports; Coffee Day Fresh n Ground (which owns 354 coffee bean and powder retailing points in South India); Coffee Day Beverages (with a network of 10,000 vending machines across corporate and retail locations); Coffee Day Xpress (which owns close to 900 Kiosks for refreshments on-the-go) and Coffee Day Perfect (FMCG Packaged Coffee). The Caf Coffee Day Revolution: Till about the late 1990s, coffee was restricted to the intellectual, the South Indian traditionalist, or the five star coffee shop visitor. As the pure coffee (as opposed to instant coffee) caf culture in neighbouring international markets grew, the need for a relaxed and fun Hangout was clearly seen. Caf Coffee Day pioneered the caf concept in India in 1996 by opening its first caf at Brigade Road in Bangalore. What began as a handful of cafs in 6 cities in the first 5 years of its existence has now grown into Indias largest and most preferred chain of cafs with a presence of more than 770 stores across 110 cities. While coffee is fast becoming the beverage of choice amongst the upwardly mobile, Caf Coffee Day has become the favourite hangout for the young and young at heart among them.

Our Mission: To be the best coffee chain in the world by offering a world-class coffee experience at affordable prices

Our Network Strength: Over 800 cafs across 110 cities 70% o o o o o o o o of the cafs across top 8 cities Delhi/NCR: 125 cafs Mumbai: 107 cafs Bangalore: 125 cafs Chennai: 30 cafs Kolkata: 32 cafs Hyderabad: 32 cafs Pune: 43 cafs Ahmedabad: 16 cafs

6 cafs over-seas o 4 cafs in Vienna, Austria o 2 cafs in Pakistan, Karachi

Caf Formats: Fine-tuning Customer Experience

As our caf network gets wider and our distribution deeper, we have worked upon customizing the caf experience as per the needs of our customers based on where they are and what they are doing. This has led to the evolution of verticals within the caf space Airport cafs cater to travelers needs on-the-go, Highway cafs offer fresh breakfast, corporate cafs make wi-fi internet services and board rooms available and so on! Broadly, the verticals are: Commercial Residential Airports Highways Corporate Malls Educational Institutes Hospitals

Caf Coffee Days Target Market:

Over the years, Caf Coffee Day has created a distinct brand identity of a youthful and invigorating neutral third place, a platform that facilitates interactions over coffee. Customers describe the Caf experience as a welcoming, casual and relaxing space where they can sit back to enjoy, relish good coffee and good company

The Caf Coffee Day Customer: More than 85% of the Caf Coffee Day customers are between 15 29 years of age. 60% are male. They largely fall in the SEC A & B categories and belong to Middle and Upper Middle Income Groups. More than 70% of our customers are Students or Young Working Professionals.

Caf Coffee Day Products: Something for Everyone

Caf Coffee Day serves a range of refreshing beverages, delectable savouries and mouth-watering desserts. The products are priced within the range of Rs. 20 Rs 100. A brief on our menu: Hot Coffee Classics: A range of brews guaranteed to uplift ones spirits, morning, noon or night! Cold Coffees: Ice-blended, cream-blended, or simply on-the-rocks our coffees never cease to refresh and energise. Teas: Brews such as Assam, Darjeeling for the purists, or flavoured teas like Strawberry or Lychee for the more experimentative. Served piping hot or iced cold. Fruiteazers: Shakes, Sodas or Granitas these fruity refreshers are perfect to cool-off with at any time Freeze Frames: Our range of indulgent ice-creams and sundaes. Mega-bites: Sandwiches, Submarines, Pizzas, Samosas, Wraps, all with a regional flavour to better serve our customers tastes. Oven Lovin: Our range of bakes, cakes and pastries Merchandise: Coffee Powders, Cookies, Coffee Accessories and a lot more to take home to remember the CCD experience by!

Caf Coffee Day Menu Mix:

The typical caf menu comprises the following: HOT COFFEE CLASSICS Espresso Espresso Americano Macchiato Cappuccino Caf Latte Caf Mocha Irish Coffee Black Coffee BEAN-ROUND-THE-WORLD Aztec Ethiopian COLD COFFEES Cold Sparkle Tropical Iceberg Iced Eskimo Kaapi Nirvana Mochachillo Vegan Shake Caf Frappe Devil's Own Choco Frappe STEAMING SPECIALITEAS Masala Garam Assam Express Darjeeling Divine Lemon Demon ICY SPECIALITEAS Lemon Freeze Strawbrrrrrrry CHOCO-LATTES Hot Choco-latte Cold Choco-latte FRUITEAZERS SHAKES Strawberry Shake Blackcurrant Blast GRANITAS Cool Blue SPRITZERS Green Apple Soda Strawberry Soda

MEGABITES Paneer Bhurji Sub Roll Schezwan Veg Sub Roll Veg Focaccia Sandwich Vegetable Burger Aloo Potli Paneer Bhurji Puff Veg Croissant Spinach Corn Cheese Sandwich Roasted Chicken Sub Roll Chicken Salami Sub Roll Chicken Salami Focaccia Junglee Chicken Sandwich Chicken Fillet Burger Chicken & Cheese Puff Chicken Mushroom Croissant OVEN LOVIN' Cookies Chocolate Fantasy Black Forest Date & Walnut cake

Brownie Chocolate Mousse Orange Cake Banana and Chocolate Loaf Vanilla Choco-chunk Muffin Almond Muffin Raisin Muffin Blueberry Muffin Apple pie THIRST QUENCHERS Fruit Juice Packaged Drinking Water FREEZE FRAMES Vanilla Ice-cream Chocolate Ice-cream Chocolate Fudge Sundae Chocolate Truffle Sundae Choc-a-Vloc Vanilla Sundae

Menu Composition: The break-up of the broad menu categories is as follows: Coffee Beverages: Non-coffee Beverages: Food: Desserts: Merchandise: 39% 20% 20% 15% 6%

Caf Coffee Day: Specialty Formats

As the Caf hangout experience becomes more and more commonplace and accepted, Caf Coffee Day has further evolved into two more brand extensions to each aiming to provide a Caf Plus experience to customers.

Caf Coffee Day Lounge: Created to provide an international, finedine experience along with the finest coffees and beverages. A variety of food ranging from gourmet sandwiches, plated meals, pastas etc are served in a plush ambience, away from the hustlebustle of crowds - a more premium offering for a slightly more discerning customer. It is a place where customers can sit back, get served and feel pampered!

Coffee Day Square: The Art of Coffee! If Caf Coffee Day is for the coffee lover, Coffee Day Square is for the coffee connoisseur or one wanting to be one! Coffee Day Square in Bangalore is a first of its kind where a variety of single origin coffee brews from estates across the globe are made and served in an avantgarde ambience. Coffee making here is an art form, interested customers are invited to witness their coffees getting roasted, blended, brewed and served. The food is carefully selected and paired to enhance the flavours of the coffees. Targeted at the upwardly mobile and generation next, the square is an ideal place for networking, socialising, doing business and family outings.

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Caf Coffee Day Experience:

At Caf Coffee Day, providing the perfect experience is as much a part of our offering as brewing the perfect cup of coffee. Every element of the caf is carefully engineered to allow our customers to relax, unwind and enjoy each moment spent within our premises: Table Service by our trained and courteous staff. Vibrant interiors that energise and uplift the customers mood. Comfortable seating that allow customers to sit back and relax. Ambient Music to enhance the caf experience. Most importantly, each of our cafs follows stringent quality standards to ensure a consistent customer experience anywhere and any time.

Recent Laurels Our attempts at creating a world-class caf experience have not gone unnoticed. Over the years we have received numerous awards for excellence in service. Some of the recent accolades: 2nd most trusted Food Services Brand: Brand Equity 'Most Trusted Brand Survey 2008' Retailer of the Year - F&B Catering Services: Reid & Taylor Awards for Retail Excellence 2009 Coca Cola Golden Spoon Awards 2008: Most Admired F&B retailer of the year (Caf and Juice bars) Most Admired Retailer of the Year Catering Outlets: Images Retail Awards 2008 Most Preferred Fast Food & Beverage Chain 2008: CNBC Awaaz Consumer Awards

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A lot can happen over coffee