Bharat Petroleum releases its first cafe franchise in India

By siliconindia  |  Monday, 23 January 2023, 08:59:41 AM IST

Bharat Petroleum releases its first cafe franchise in India

The first "BeCafe" - Brewing Journeys café outlet has been opened by Bharat Petroleum Corporation Limited (BPCL), a "Maharatna" and Fortune Global 500 company, at M/s Gurunanak Service Station, Haldwani in Uttarakhand, which is on the route to popular tourist destinations along the Nainital-Bhimtal corridor.

The inauguration of the café was done by Mr. Rajiv Dutta, Head (Retail) BPCL, Northern Region. The café will be the first of the proposed 20 BeCafé’s that are scheduled to come up in strategic ROs in the Nothern Region along major Highway corridors. The company has plans to expand to 50 such outlets in FY23 in order to create density for higher market impact and optimize resources including the supply chain.

BeCafé is the company’s “Highway to Non-Fuel Business”, thus enabling them to gain entry into the high-margin F&B segment. BPCL’s mission is to be India’s largest franchised café chain with a customer value proposition of providing ON THE GO F&B convenience.

BPCL aims to sustain and grow its highway business while staying relevant to the highway consumer by building a network which offers a differentiated customer experience around fuel, on-the-go F&B convenience, hygienic toilet, EV charging, CNG, and parking to the rapidly growing motorist segment.

The name of the café “Be” suggests the state of being  the status of oneself. The company wishes to establish “BeCafe” as a young brand that engages the youth to be what they want to be while aspiring to go beyond their individuality.

ON THE DECK

siliconindia