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India, January 22, 2023: Bharat Petroleum Corporation Limited (BPCL), a ‘Maharatna’ and a Fortune Global 500 Company, has launched its first café outlet – ‘BeCafe’ – Brewing Journeys, at M/s Gurunanak Service Station, Haldwani in Uttarakhand enroute major tourist locations along Nainital, Bhimtal corridor.
The inauguration of the café was done by Mr. Rajiv Dutta, Head (Retail) BPCL, Northern Region. The café will be the first of the proposed 20 BeCafé’s that are scheduled to come up in strategic ROs in the Nothern Region along prominent Highway corridors. The company has plans to expand to 50 such outlets in FY23 in order to create density for higher market impact and optimise resources including supply chain.
BeCafé is the company’s “Highway to Non Fuel Business”, thus enabling them to gain entry into the high margin F&B segment. BPCL’s mission statement is to be India’s largest franchised café chain with a customer value proposition of providing ON THE GO F&B convenience.
BPCL aims to sustain and grow their highway business while staying relevant to the highway consumer by building a network which offers a differentiated customer experience around fuel, on the go F&B convenience, hygienic toilet, EV charging, CNG and parking to the rapidly growing motorist segment.
The name of the café “Be” suggests the state of being – the status of oneself. The company wishes to establish “BeCafe” as a young brand which engages the youth to be what they want to be, at the same time aspiring them to go beyond their individuality.
The other upcoming corridors are Ambala – Chandigarh, Ambala – Ludhiana- Pathankot, Chandigarh – Manali, Chandigarh – Dharamshala, Pathankot – Dharamshala, Dharamshala – Manali.