INDIA—Coffeehouse chain Nothing Before Coffee (NBC) has launched a INR 99 (US$1.18) discounted beverage promotion to celebrate its 7th anniversary.
The promotion will be available for select beverages from August 31 to September 1.
According to NBC, the offer is a way of expressing gratitude to its loyal customers. The promotion also seeks to attract new customers who will discover the coffeehouse chain’s innovative coffee creations.
In addition to the promotion, the coffeehouse chain has launched its loyalty program on its app. Customers earn loyalty points for every INR 100 (US$1.19) spent, which are redeemable via the app.
The coffeehouse chain also revealed that the app has been upgraded to include a host of convenient features as part of this loyalty program.
These features include placing multiple orders, accessing exclusive deals, and managing your purchases at the store or through pre-orders. The loyalty program and upgrades on the app are meant to make every visit to the coffeehouse chain rewarding to its customers.
The promotion follows the opening of four new outlets, indicating NBC’s aggressive expansion strategy. The new outlets are located on the Delhi Mumbai Expressway, Ghaziabad, New Delhi & Pune.
It also comes barely a week after the coffeehouse chain announced plans to launch a US$4 million funding round. The funding round is meant to support opening 400 outlets worldwide within the next two years, including 150 new outlets in Europe alone.
According to NBC, the coffeehouse chain intends to disrupt the coffeehouse status quo by positioning itself between premium coffee operators like Starbucks and Costa Coffee and street coffee vendors.
NBC’s Co-founder, Anand Jain said, “Our company-owned stores are profitable. But the profit is just enough to fund two stores each quarter, not the average of 16 stores it needs to put up each month in the next 24 months.”
“It won’t be easily possible to reach 400 stores in two to three years. For that, we will be going for a funding round and planning for a $4m funding raise as well.”
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