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Brand Calculus to invest in more Booster Juice outlets in Indian metros
Brand Calculus is a Quick Service Restaurant (QSR) franchising company and the India master franchisee for Booster Juice. It will focus on launching Booster Juice outlets in the metro cities in the first phase of expansion in India. The investment per store ranges from Rs 20 lakh for a kiosk to Rs 35- 40 lakh for a stand alone / inline store.
Booster Juice launched its first store at Select Citywalk in Delhi in mid-Aug 2008 and in early 2009 two stores were added in Bangalore at HomeStop Magrath Road and the Total Mall on Old Airport Road. The second quarter of 2009 saw store launches at Garuda Mall and Forum Value Mall at Whitefield in Bangalore.
The response has been very encouraging at all stores and we are witnessing a high degree of repeat customers. We feel that this is indicative of the response that the brand will receive in other major markets too, Anoop Sequeira, CEO, Brand Calculus told F&B News in an email interaction.
With the brand being new to India and offering a range of new products (smoothies) in the Indian market, there has not been any adverse impact in-spite of the brand being launched in difficult recessionary times. There is in an element of freshness with the brand being one of the few to be launched in the QSR segment during the downturn, he added.
According to Fazle Naqvi, Chairman & MD, Brand Calculus, the main objective is to bring the best QSR brands to India. This is where the Canadian based leading international smoothies chain Booster Juice will be the front-runner in a market that is seeing the entry of many international brands. As a healthy and convenient offering, we are certain that the consumers in India will find the health and fitness positioning of the brand relevant to the current lifestyles.
Source: fnbnews.com
Brand Calculus is a Quick Service Restaurant (QSR) franchising company and the India master franchisee for Booster Juice. It will focus on launching Booster Juice outlets in the metro cities in the first phase of expansion in India. The investment per store ranges from Rs 20 lakh for a kiosk to Rs 35- 40 lakh for a stand alone / inline store.
Booster Juice launched its first store at Select Citywalk in Delhi in mid-Aug 2008 and in early 2009 two stores were added in Bangalore at HomeStop Magrath Road and the Total Mall on Old Airport Road. The second quarter of 2009 saw store launches at Garuda Mall and Forum Value Mall at Whitefield in Bangalore.
The response has been very encouraging at all stores and we are witnessing a high degree of repeat customers. We feel that this is indicative of the response that the brand will receive in other major markets too, Anoop Sequeira, CEO, Brand Calculus told F&B News in an email interaction.
With the brand being new to India and offering a range of new products (smoothies) in the Indian market, there has not been any adverse impact in-spite of the brand being launched in difficult recessionary times. There is in an element of freshness with the brand being one of the few to be launched in the QSR segment during the downturn, he added.
According to Fazle Naqvi, Chairman & MD, Brand Calculus, the main objective is to bring the best QSR brands to India. This is where the Canadian based leading international smoothies chain Booster Juice will be the front-runner in a market that is seeing the entry of many international brands. As a healthy and convenient offering, we are certain that the consumers in India will find the health and fitness positioning of the brand relevant to the current lifestyles.
Source: fnbnews.com
Publication date: 8/11/2009
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