In a bid to attract more customers and satisfy Indians’ thirst for their daily brew, Starbucks will add local favorites “masala chai” and “drip coffee” to its menu.
The new options will also include smaller sandwiches, milkshakes and cups to help drive more customers to its fold by making them more affordable. The range of launches is part of its strategy to drive growth and acquire new customers.
Starbucks has also introduced a new format for its “Picco” beverages to offer smaller and cheaper portioned beverages.
“Some of the food products that we are launching as a starting point in a Starbucks are becoming more affordable and appealing to a larger segment of consumers,” said Sushant Dash, CEO of Tata Starbucks. The economic period.
Starbucks’ menu previously featured chai lattes and some Indian options, but this time around affordability is the key approach to targeting customers.
The move also comes following the launch of British snack chain Pret in India, in partnership with Reliance. Pret had also said that it would adapt its menu to local tastes when it opened in Indian cities and airports.
Pret’s entry into the industry will be a tall order for rivals Starbucks, Cafe Coffee Day and Costa Coffee, as well as Canada’s Tim Hortons, which announced in March that it would launch in India this year.