afaqs!

Barista Lavazza: Brew your own coffee

By Poojya Trivedi , afaqs!, New Delhi | In Advertising | September 17, 2010
The company expects more than 2,000 entries for the Master of Menu contest

Taking the coffee treat to the next level, the coffee retail chain, Barista Lavazza, has rolled out an engagement programme for its consumers. Master of the Menu is a beverage recipe contest with a focus to create uniquely flavoured concoctions.

The contest provides an opportunity to all consumers to share their unique beverage recipes. The winning recipe will be awarded the title of 'Master of the Menu', and will be featured in the upcoming winter menu across all Barista Lavazza outlets in the country.

"By organising this contest, we are involving our brand lovers, fans and our loyalists to come together and share their original beverage recipes with us. The recipes can be showcased by making them an important part of our winter menu range," says Saurabh Swarup, head, marketing and product development, Barista Coffee Company.

The contest, which is open to patrons of all ages, is being organised in New Delhi, Mumbai and Bengaluru. Amongst all the entries received, eight finalists from each of the three cities will be selected on the basis of uniqueness of recipes and will be invited for the city wise finale events on September 30.

The company, which started serving liquor coffee in November 2009, is, however, accepting only 'no liquor recipes'.

"We are expecting an overwhelming response across the three cities. For Barista Lavazza Cafe Scrabble, which happened across eight cities in May this year, we received more than 2,000 entries. We are hopeful that this contest will also receive a similar response," Swarup says. Each retail outlet of the chain, on an average, experiences 350-400 footfalls in a day.

To start with, the event is being promoted through e-mails sent to the customer database, asking them to participate in the contest. Apart from this, in-store promotions are being undertaken across all stores in the three cities through posters, standees, tent cards, registration forms and leaflets. Additionally, the company is also using its website and Facebook to spread the word.

Entries may be submitted either by filling up a contest form (which is available at all Barista Lavazza stores) or by sending an e-mail.

Apart from the recipe being added to the menu, the 24 finalists will get two nights' free stay at The Kikar Lodge.

Owned by Italy's largest coffee company, Lavazza, Barista currently has more than 200 Espresso Bars and Crèmes in more than 30 locations in India. Besides India, Barista Lavazza also has cafes in locations across Sri Lanka, Bangladesh, Oman and the UAE.

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