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Muffin Break ready for entry

New Delhi, Oct. 7: Australian bakery and cafe chain Muffin Break is queuing up to enter India’s Rs 2,500-crore coffee chain business that has established players such as Cafe Coffee Day, Costa Coffee and Barista Lavazza and new global entrants such as US-based Dunkin Donuts and Australian Gloria Jeans.

According to Robert Fitzgerald, executive director of Foodco Group Private Ltd, which runs the chain, Muffin Break’s unique selling proposition is that “everything is made in our shop daily, fresh from natural ingredients”.

Usually, most coffee chains have a centralised kitchen where the food is made and date-stamped and then delivered to various outlets.

“We are not just another coffee chain. The muffins, wraps and sandwiches are made fresh in the store same day and has been customised to suit the Indian palate,” said Fitzgerald, adding that with more than 60 per cent of sales at coffee outlets coming from food, they have given special attention to the menu.

Muffin Break plans to open 20 outlets in the next three years, which will be expanded to around 40 stores by 2017. “We will be present in all major metros and tier 1 cities over the next 5 years,” said Fitzgerald.

The family-owned Foodco Group, which also owns coffee chain Jamaica Blue and dessert chain Dreamy Donuts, has 370 shops across Australia, the UK, China and other countries. India will be its next major international foray, Fitzgerald said.

Muffin Break will be licensed in India through South Asian Food and Hospitality, which operates restaurant chains Rajdhani and Nirula’s.

 
 
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