Friday, January 29, 2010

Gloria Jeans Eyes Franchise Expansion of 100 Units By 2013

Gloria Jean’s eyes expansion

Bullish on the estimated Rs 1,200 crore market in the country, international coffee chain Gloria Jean’s Coffees (Gloria) is readying itself for expansion to make it profitable.

Having entered the Indian market in 2008 through master franchise model, it has only nine outlets in the country. The company currently has spent more than 12 months on reworking and refining its business model and is finally readying itsel for expansion. It is set to open one outlet each in Delhi and Pune in next two months besides setting itself a target of 100 operational outlets by 2013.

With 50 per cent of Rs 1,200 crore market being unorganised and Cafe Coffee Day and Barista taking big chunks of the remaining, Gloria believes there needs to be a concentrated effort in gaining momentum and popularity in the market.

Speaking to Deccan Herald Gloria Jean’s Coffees Regional General Manager Tony White said their emphasis is on training its staff adding Citymax Hospitality, its franchise here, has invested Rs 80 lakh on training alone. Its total investment as on this date is Rs 10 crore.

Coffee varisty

The company has set up ‘coffee university’ –– a mock coffee shop –– where it trains its staff to make coffee and also other essentials like treating the customers et al. Citymax Hospitality President Sundarrajan Rajagopal said besides having to go through rigrous levels of training, the staff will also be monitered by the ‘coffee university’ in Australia (Gloria’s base) and India. There are regional workshops conducted twice a year to further enhance quality of workforce. It also conducts competitions for baristas from across the markets it has presence so that there is an exhange of ideas and exposure to all its staff.

Further, the firm will pump in another Rs 50 crore into the Indian market –– out of which a significant sum will be spent on training –– as it believes that there is enough scope for all existing players and more. It said it will expand its presence to 16 cities from the current four.

With all other players like Barista,Cafe Coffee Day,Mocha,Nescafe,Coffee N U, Java City, Brewers,Cuppa eyeing expansion, Gloria Jeans is all set to have its share of the Pie of the Indian coffee market.

Bangalore: Jan 29, DHNS: