Brewberry’s Hospitality Pvt Ltd - Coffee Chain Case Study

A Project Report on

Rationalizing the Operations

Submitted in Partial Fulfillment of the Requirements

For the Degree of

MASTER OF BUSINESS ADMINISTRATION

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By

Vikas Garg D023

To the

Faculty Mentor

Prof PN Mukherjee

Preface

Indian customers are evolving displayed though the proliferation of cafés. Cafes and coffee till recently was considered a place for elite that suited customers with deep pockets. But last few years have created plethora of opportunities for the sector. Brewberrys Hospitality Pvt Ltd a tier2 and tier 3 cafe chain is giving an affordable option to the pocket friendly customers with the various quality options. To serve the customers, Brewberrys is overhauling operations on all fronts including café, supply chain, new stores, vendor management, logistics etc. Even organizational design was relooked to support the growth targets for next 3 years. Strategic changes are now on the table with my input in all above to take the company to the next level of growth.

Acknowledgement

It is a privilege and a great joy for me to extend my heartiest thanks to Brewberry’s Hospitality Pvt Ltd for making this internship a great learning experience for me through the live challenges facing the organization. I want to take this opportunity to extend my gratitude to Mr Ankur Gupta and Mr Ronak Kapatel, Directors and Cofounders of this great success story serving coffee to the unserved to be the guiding post throughout the duration of our internship who allowed us to work with independence in all facets of the company. Also, I would like to thank Mr Binny Varghese who brought his experience and enlightened us with everything about coffee. I thank Mr Nirav Raval to allow me lead the team for logistics and stores. Mr Hemant Shenoy and Mr Hussain stayed as the pillars for any information on the café operations and marketing of franchise. I am also grateful to Mr Pranav Joshi to allow me to develop a business plan for a new overseas café franchise and interaction with the client.

Table of Contents

Preface

Acknowledgement

Executive Summary

Company and Project Details

        About Brewberrys

        About the Cafe Industry

Literature Review

Peojects Undertaken

Challenges

Learnings

About Brewberrys

The Coffee chain started in 2008 with first café in Vadodara, Gujarat Started by two Hotel Management graduates in 2008, and the business has grown exponentially catering to the customers from all walks of life. The café has competition from the likes of Café Coffee Day, Starbucks, Barista, Jean Gloria Coffee navigating through the maze with the intention to serve coffee at affordable price. The target market are the customers from tier 2 and 3 cities who have disposable income to spend but lack of avenues in their cities provide a great opportunity for success. The organization works on both company owned and franchise stores with around 100 stores in 20 cities with focus on the emerging cities of India. Brewberrys is currently running stores in cities such as Vadodara, Surat, Gulbarga, Faridabad, Jaipur etc. The company has three kinds of offerings for B2B customers. They include