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A lot can happen over coffee

Caf Coffee Day:Caf Coffee Day:Caf Coffee Day:Caf Coffee Day:A ProfileA ProfileA ProfileA Profile

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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

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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 750crore ISO 9002 certified company. Coffee Day sources coffee from10,000 acres of owned coffee estates, and 5000 acres of managedestates, making it the largest individual estate owner of Asia.

With its roots in the golden soil of Chikmaglur the home of some ofthe best Indian Coffees, and with the vision of a true entrepreneurnurturing it, Coffee Day not only boasts of a 165 year coffee-growing heritage, but today has its business spanning the entirevalue 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 alsoinvested in a one-of-its-kind Coffee Laboratory which is accredited bythe Coffee Board of India. The Coffee Lab undertakes constant R&D tobetter processes and develop new flavours and products.

ABCTCLs coffee retail divisions include: Coffee Day Exports; CoffeeDay Fresh n Ground (which owns 354 coffee bean and powder retailingpoints in South India); Coffee Day Beverages (with a network of10,000 vending machines across corporate and retail locations);Coffee Day Xpress (which owns close to 900 Kiosks for refreshmentson-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, theSouth Indian traditionalist, or the five star coffee shop visitor. As thepure coffee (as opposed to instant coffee) caf culture in neighbouringinternational markets grew, the need for a relaxed and fun Hangoutwas clearly seen. Caf Coffee Day pioneered the caf concept in Indiain 1996 by opening its first caf at Brigade Road in Bangalore. Whatbegan 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 chainof cafs with a presence of more than 770 stores across 110 cities.While coffee is fast becoming the beverage of choice amongst theupwardly mobile, Caf Coffee Day has become the favourite hangoutfor the young and young at heart among them.

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

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Our Network Strength:

Over 800 cafs across 110 cities 70% of the cafs across top 8 cities

o Delhi/NCR: 125 cafso Mumbai: 107 cafso Bangalore: 125 cafso Chennai: 30 cafso Kolkata: 32 cafso Hyderabad: 32 cafso Pune: 43 cafso Ahmedabad: 16 cafs

6 cafs over-seaso 4 cafs in Vienna, Austriao 2 cafs in Pakistan, Karachi

Caf Formats: Fine-tuning Customer Experience

As our caf network gets wider and our distribution deeper, we haveworked upon customizing the caf experience as per the needs of ourcustomers based on where they are and what they are doing. This hasled to the evolution of verticals within the caf space Airport cafscater to travelers needs on-the-go, Highway cafs offer freshbreakfast, corporate cafs make wi-fi internet services and boardrooms available and so on! Broadly, the verticals are:

Commercial Residential Airports Highways Corporate Malls Educational Institutes Hospitals

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Caf Coffee Days Target Market:

Over the years, Caf Coffee Day has created a distinct brand identityof a youthful and invigorating neutral third place, a platform thatfacilitates interactions over coffee. Customers describe the Cafexperience as a welcoming, casual and relaxing space where theycan 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 between15 29 years of age. 60% are male.

They largely fall in the SEC A & B categories and belong toMiddle and Upper Middle Income Groups.

More than 70% of our customers are Students or Young WorkingProfessionals.

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Caf Coffee Day Products: Something for Everyone

Caf Coffee Day serves a range of refreshing beverages, delectablesavouries and mouth-watering desserts. The products are priced withinthe range of Rs. 20 Rs 100. A brief on our menu:

Hot Coffee Classics: A range of brews guaranteed to uplift onesspirits, 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 flavouredteas like Strawberry or Lychee for the more experimentative. Served

piping hot or iced cold.

Fruiteazers: Shakes, Sodas or Granitas these fruity refreshers areperfect to cool-off with at any time

Freeze Frames: Our range of indulgent ice-creams and sundaes.

Mega-bites: Sandwiches, Submarines, Pizzas, Samosas, Wraps, allwith 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 lotmore to take home to remember the CCD experience by!

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Caf Coffee Day Menu Mix:

The typical caf menu comprises the following:

HOT COFFEE CLASSICSEspressoEspresso AmericanoMacchiatoCappuccinoCaf LatteCaf MochaIrish CoffeeBlack Coffee

BEAN-ROUND-THE-WORLDAztecEthiopian

COLD COFFEESCold SparkleTropical IcebergIced EskimoKaapi NirvanaMochachilloVegan ShakeCaf FrappeDevil's OwnChoco Frappe

STEAMING SPECIALITEASMasala GaramAssam ExpressDarjeeling DivineLemon Demon

ICY SPECIALITEASLemon FreezeStrawbrrrrrrry

CHOCO-LATTESHot Choco-latteCold Choco-latte

FRUITEAZERSSHAKESStrawberry ShakeBlackcurrant Blast

GRANITASCool Blue

SPRITZERSGreen Apple SodaStrawberry Soda

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MEGABITESPaneer Bhurji Sub RollSchezwan Veg Sub RollVeg Focaccia SandwichVegetable BurgerAloo PotliPaneer Bhurji PuffVeg CroissantSpinach Corn Cheese SandwichRoasted Chicken Sub RollChicken Salami Sub RollChicken Salami FocacciaJunglee Chicken SandwichChicken Fillet Burger

Chicken & Cheese PuffChicken Mushroom Croissant

OVEN LOVIN'CookiesChocolate FantasyBlack ForestDate & Walnut cake

BrownieChocolate MousseOrange CakeBanana and Chocolate LoafVanilla Choco-chunk MuffinAlmond MuffinRaisin MuffinBlueberry MuffinApple pie

THIRST QUENCHERSFruit JuicePackaged Drinking Water

FREEZE FRAMESVanilla Ice-creamChocolate Ice-creamChocolate Fudge SundaeChocolate Truffle SundaeChoc-a-VlocVanilla Sundae

Menu Composition:

The break-up of the broad menu categories is as follows:

Coffee Beverages: 39%Non-coffee Beverages: 20%Food: 20%Desserts: 15%Merchandise: 6%

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Caf Coffee Day: Specialty Formats

As the Caf hangout experience becomes more and morecommonplace and accepted, Caf Coffee Day has further evolved intotwo more brand extensions to each aiming to provide a Caf Plusexperience to customers.

Caf Coffee Day Lounge:

Created to provide an international, fine-dine experience along with the finestcoffees and beverages. A variety of foodranging from gourmet sandwiches,

plated meals, pastas etc are served in aplush ambience, away from the hustle-bustle of crowds - a more premiumoffering for a slightly more discerningcustomer. It is a place where customerscan sit back, get served and feelpampered!

Coffee Day Square: The Art of Coffee!

If Caf Coffee Day is for the coffee lover, Coffee Day Square is for thecoffee connoisseur or one wanting to be one! Coffee Day Square inBangalore is a first of its kind where a variety of single origin coffeebrews from estates across the globe are made and served in an avant-garde ambience. Coffee making here is an art form, interestedcustomers are invited to witness their coffees getting roasted, blended,brewed and served. The food is carefully selected and paired toenhance the flavours of the coffees. Targeted at the upwardly mobileand 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 partof our offering as brewing the perfect cup of coffee. Every element ofthe caf is carefully engineered to allow our customers to relax,unwind and enjoy each moment spent within our premises:

Table Service by our trainedand courteous staff.

Vibrant interiors that energiseand uplift the customers mood.

Comfortable seating that allowcustomers to sit back and relax.

Ambient Music to enhance thecaf experience.

Most importantly, each of ourcafs follows stringent qualitystandards to ensure a consistentcustomer experience anywhereand any time.

Recent Laurels

Our attempts at creating a world-class caf experience have not goneunnoticed. Over the years we have received numerous awards forexcellence in service. Some of the recent accolades:

2nd most trusted Food Services Brand: Brand Equity 'MostTrusted Brand Survey 2008'

Retailer of the Year - F&B Catering Services: Reid & TaylorAwards for Retail Excellence 2009

Coca Cola Golden Spoon Awards 2008: Most Admired F&Bretailer of the year (Caf and Juice bars)

Most Admired Retailer of the Year Catering Outlets: ImagesRetail Awards 2008

Most Preferred Fast Food & Beverage Chain 2008: CNBC AwaazConsumer Awards

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A lot can happen over coffee