In an unending quest to satiate the needs of their discerning patrons, cafe chains are trying every trick in the book and those which are not. The latest offering comes from Third Wave Coffee, among India’s fastest growing chains.
TWC has launched its “Slice of Joy” campaign as a celebration of flavour, community and everyday moments made memorable.
The ‘Sip, Sipe, Bite’ is a quirky jingle launched across online platforms showcasing the community celebrating the beautiful confluence of signature coffee blends with pizza.
Over 1,000 barista (brewmasters) came together for this campaign, marking the brand’s bold entry into the category of pizzas which will be available across its 140+ outlets.
With ‘Slice of Joy,’ we’re inviting customers to experience something new. The ‘Sip Sip Bite’ jingle isn’t just a song – it’s a celebration of our baristas, our culture, and this exciting new chapter.”
Ayush Bathwal, Co-founder, Third Wave Coffee said, “At Third Wave Coffee, we’ve always believed in doing things differently – whether it’s how we brew coffee or build community inside our cafés.
Across all its cafes, TWC baristas will bring the jingle to life, thrice a day, at 1 PM, 4:30 PM, and 7 PM – adding a dose of fun and surprise to visitors and customers.
Editor’s Note
Coffee Shops in India are struggling to make ends meet, literally. With over 5,000 branded cafes across the country, most of them are loss making at the corporate level, while many of them are losing money at the store level.
One of the main reasons for this loss-making trend is the high cost of operations, most of which is attributed to rents. While most cafes operate with no more than 3-4 staff, training and retaining them is no easy job either.
Therefore, several cafe chains are looking to improve their bottom lines by offering food items, which usually drive incremental sales from existing customers.
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