If you go to the Cafe Coffee Day (CCD) on the plush 12th main road of Indiranagar, your cappuccino will cost you Rs 50 (inclusive of taxes). But, just a couple of kilometres away in a residential area Jeevan Bima Nagar, the same cup will cost you Rs 44 (again, with taxes).
With mounting rental pressures, Cafe chain, the largest in India, with over 580 outlets in 96 cities has quietly rolled out a variable pricing strategy across the country. So, be it the peaking rental prices in high street locations (like MG Road and Brigade Road in Bangalore) and the not-as-taxing rates in other areas (like Rajajinagar and Jayanagar), the difference is now directly reflected in your bill.
Where the rentals are high, we have to share the burden with the consumer. But the flip side is that where the rentals are low, we also ensure that we reduce prices, passing on the benefits to the consumer, said Bidisha Nagaraj, president, CCD.
More : timesofindia.indiatimes.com
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