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Viacom18 Consumer Products, a subsidiary of India’s leading media and entertainment conglomerate, has launched its first Roadies Koffeehouz in Surat, in partnership with Leapster Restaurants. The flagship outlet in Gujarat promises to be the ultimate destination for Roadies enthusiasts to unwind and relax, featuring specialty coffee and freshly prepared gourmet food. The outlet spans 5,000 sq ft and is open 24/7. Viacom18 aims to open around 20 such outlets by the end of 2024, with expansion plans in Ahmedabad and Valsad, consolidating its leadership position in Gujarat.
The outlet is designed with Roadies-inspired decor, including a striking neon bike, and will feature cold beverages in special cans sealed in front of customers. The beverage menu will offer a specialty coffee blend exclusively roasted for the franchise, featuring a Premium Arabica and a naturally processed Robusta. The franchise outlet will offer multicuisine all-vegetarian options, including plant-based protein dishes and non-onion and non-garlic options, all freshly prepared by internationally trained chefs.
Renowned host and DJ Nikhil Chinapa, former Roadies personalities Sohail Singh Jhuti, Yukti Arora, and Abhimanyu, along with actors Devanshi Vyaas and Yuvraj Gadhvi of Colors Gujarati ‘Sorathni Mrs. Singham’ fame, were present at the launch.
Sachin Puntambekar, Business Head, Consumer Products, Viacom18, shared that the response to the Roadies Koffeehouz experiential franchise has been very encouraging, with all current outlets gaining immense popularity across cities. Viacom18 Consumer Products aims to rapidly expand in the experiential space and engage with viewers in unique ways.
Sahil Baweja, CEO of Roadies Koffeehouz and Director of Leapster Restaurants, said that their goal has been to capture the phenomenon that is Roadies and create a coffee and food offering that is unparalleled in its ambition for quality and taste. From chefs to servers, each team member has imbibed the spirit of Roadies, ensuring the flavors represent adventure and thrill and the in-store experience is entertaining, memorable, and comforting.
Sanjay Shingala, Franchise Partner for Surat, expressed excitement as the first franchisee of Roadies Koffeehouz in Gujarat, saying that the teams at Viacom18 Consumer Products and Leapster Restaurants have created a high-energy outlet that is the first of its kind in Surat.