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Three months in to opening its first location in Mumbai, Australian coffee house Aromas is already planning lounges in Pune, Gurgaon and New Delhi, in that order.
The expansion is spearheaded by Mumbai’s Ideal Hospitality which set up a joint venture partnership with the Australian company in September last year.
The brand which also serves beer, wine, tea, full meals and dessert will not be franchised, instead Ideal will own and operate all locations. “We do not want to dilute the brand,” said Jayant Mhaiskar, chairman and managing director, Ideal Hospitality.
Aromas has two formats; a 72 cover lounge with a floor space ranging from 1,700-2,000 sq. ft and a 42-55 cover café from 850-1,100 sq. ft. Both formats will be used.
“Aromas [in Powai, Mumbai] is already a local landmark and popular with families. While we serve other beverages and meals, our main product is coffee. All else is supporting,” said Mhaiskar.
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The APC on weekdays is Rs160/- going up to Rs 175/- on weekends, driven mainly by food sales. Hot coffee is 20% of sales, while cold coffee is 9%. Wine brings in 7% and tea 6%. Mhaiskar is confident this wide selection will find its niche in the other three cities. He did not disclose the number of locations planned per city.
Meanwhile Ideal, which is presently outsourcing its food, is setting up a central kitchen in Mumbai.
Multiple locations in Pune, Gurgaon and Delhi will be subject to setting up central kitchens there.
Serving wine and beer is not a brand compulsion, though desirable. The Powai lounge is yet to receive its full-fledged liquor license, instead relying on a daily permit and serving wine when permitted.
In addition to India, Ideal also has Aromas’ master rights to Singapore, Hong Kong and the Middle East.
Plans for these countries are underway.
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