Shoppers Stop’s BRIO, Desi Café to turn into CCD

Pioneer in the departmental format of Indian retail Shoppers Stop, promoted by K Raheja Group, has entered into an memorandum of understanding (MoU) with India's leading fine coffee cafe chain and a division of coffee conglomerate Amalgamated Bean Coffee Trading Company (ABCTCL) Café Coffee Day (CCD). The MoU will allow ABCTCL to run Shoppers Stop to run its BRIO and Desi Cafe outlets. As per this understanding, the existing cafes operated by Shoppers Stop shall be converted into the Cafe Coffee Day formats, over the next few months, said a joint press release. Further, ABCTCL shall also operate cafes in upcoming Shoppers Stop stores to provide an enhanced customer shopping experience.“We are delighted to announce our association with Cafe Coffee Day. This association between Shoppers Stop and Cafe Coffee Day will bring together the leading brands in their respective segments, and to further provide our customers a delightful experience while shopping in our stores,” said BS Nagesh, customer care associate & MD, Shoppers Stop, in the release. This will be a revenue-sharing model between both the parties, where all existing outlets will be converted into CCD formats. The day-to-day activities like managing the logistics and the supply chain of individual stores would also be taken care of by CCD. “It is part of our strategy to be present in various lifestyle formats which consumers desire and we are looking forward to serving Shoppers Stop customers across the country,” added CCD director Alok Gupta. With 718 Coffee Day outlets, CCD enjoys strong presence in 103 cities across India. It is also present in overseas market of Karanchi, Pakistan and Vienna, Austria with 6 franchisee outlets.