Nothing Before Coffee

Nothing Before Coffee (NBC) is a rapidly growing Indian quick service restaurant (QSR) chain specializing in premium coffee and beverage experiences. NBC has quickly evolved from a single café into a national brand with over 90 outlets across India as of 2025, with a strong presence in both Tier-I and Tier-II/III cities. NBC is the perfect place to enjoy and feel every sip of your favorite beverage. A huge menu of more than 100 beverages offered from different categories with coffee as core product is served here, being the QSR model we tend to serve in large quantities with super classic quality.

Industry and Key Markets

NBC operates within the food and beverage services industry, focusing on the fast-growing Indian coffee retail sector. While many competitors target metropolitan hubs, NBC’s core strategy is to serve underserved Tier-II and Tier-III markets, positioning itself as an affordable yet high-quality alternative to premium global chains. The brand’s outlets are present in major cities such as Delhi, Pune, Jaipur, Udaipur, Surat, Bangalore, Hyderabad, and more, with ambitious plans for pan-India and international expansion.

Core Products and Unique Value Proposition

NBC offers an extensive menu of over 100 beverages, including classic espresso-based drinks, innovative iced coffees, teas, shakes, mocktails, and its signature “Shrappe”—a unique blend of frappe and shake that has become a customer favorite. Complementing its beverage lineup are snacks, sandwiches, cookies, and desserts, catering to a broad spectrum of consumer preferences.

The company’s unique value proposition lies in:

• Affordability and Quality: Delivering premium coffee experiences at accessible price points, especially in markets overlooked by global chains.

• Innovation: Regularly introducing new beverages and seasonal offerings to keep the menu fresh and appealing.

• Vibrant, Youth-Centric Spaces: Creating aesthetically designed cafés that serve as social hubs for India’s aspirational youth.

• Strong Franchise Support: Providing comprehensive support to franchise partners, ensuring consistency in quality and customer experience across locations.

Achievements and Industry Recognition

• Achieved record growth, with over 85 outlets and plans to reach 150+ stores by FY2026 and a longer-term vision of 400 stores in India and 150 in Europe.

• Noted for strong unit economics, high customer loyalty, and a distinctive “youth-first” approach in a market dominated by metro-centric and premium brands.

Business Model & Revenue Streams

• Direct In-Store Sales: The majority of revenue comes from the sale of beverages and food items at NBC’s physical outlets.

• Franchise Fees and Royalties: NBC expands through a franchise-owned, company-operated (FOCO) model, earning upfront franchise fees and ongoing royalties (typically 10% of net sales) from franchise partners.

• Online Orders: Around 12-13% of revenue is generated through online food delivery platforms such as Swiggy and Zomato, reflecting growing digital adoption among consumers.

• Merchandise and Catering: Additional revenue streams include branded merchandise (mugs, t-shirts) and catering services for events, though these remain supplementary.

Monetization Strategies

• Franchise Expansion: NBC’s scalable franchise model allows rapid market penetration with relatively low capital expenditure. Franchisees benefit from brand recognition, operational support, and proven product lines.

• High-Margin Products: Signature beverages like the Shrappe and premium coffee drinks deliver profit margins of 20-30% per beverage, supporting healthy unit economics.

• Kiosk and Full Café Formats: NBC offers both compact kiosks (for malls and transit centers) and full-scale cafés (for urban and high-traffic locations), optimizing for various market segments and real estate opportunities.

Customer Segmentation

NBC’s primary target market is B2C, with a focus on:

• Urban youth and young professionals seeking affordable, quality coffee experiences

• Families and social groups in Tier-II and Tier-III cities

• Coffee enthusiasts looking for innovative beverages and vibrant spaces

Growth Strategy

• Aggressive Outlet Expansion: Plans to open 150+ stores by 2026 and a long-term goal of 400 outlets across India, including international foray.

• Tier-II/III Market Focus: Differentiating from competitors by prioritizing underserved cities, capturing new-to-coffee consumers and building brand loyalty.

• Product Innovation: Regular menu refreshes, seasonal offerings, and the introduction of new beverage categories to attract repeat customers.

• Technology and Operational Efficiency: Investment in digital platforms, supply chain optimization, and talent acquisition to support scalable, efficient growth.

Conclusion 

Nothing Before Coffee is redefining India’s café culture by making high-quality, innovative coffee experiences accessible to a broader demographic, especially in Tier-II and Tier-III cities. With strong financial backing, a scalable franchise model, and a relentless focus on product innovation and customer experience, NBC is well-positioned for sustained growth and industry leadership in the years ahead.