Marking Design has been appointed to revamp identities and interiors for Indian bakery chain Hot Breads, as the company moves into a major expansion programme. The group kicks off the five-figure project next month with a first-stage visit to the client.
The chain, which currently has three outlets in Delhi, aims to expand throughout India to a total of 20 shops over the next 18 months. Hot Breads, described as ‘Starbucks with real products’ by Marking Design managing director Giles Marking, sells pastries and teas and attracts a mainly middle class audience.
The company is keen to attract customers to the shops all day rather than just at breakfast time, says Marking. ‘By changing the format from a bakery to a cafÃ© and bakery, we hope to spread the busy times from a peak morning rush to all day,’ he says. He is also introducing newspapers to encourage people to linger.
Marking Design will be undertaking target market interviews in India next month, prior to creating a prototype outlet.
If successful, the format will roll out to the three existing stores, which will be retro-fitted, followed by new stores. The brand name Hot Breads may or may not be changed, Marking says.
The consultancy, which was set up last November by Marking, a former Fitch London managing director (DW 21 November 2002), won the work without a pitch from contacts at a recent retail summit in India.