Strategic Expansion of Alpino Protein Café via 100 Franchise Stores

Abstract

Alpino Health Foods is an Indian brand founded in 2016 in Surat under the name Esterella Overseas. Their objective was to cater to the growing demand for protein among consumers. They have created a clean brand that sells products like peanut butter, protein powder, protein bars, and rolled oats. Their idea is to keep the nutrition in the food intact by minimal processing and little to no preservatives and artificial flavors. They also featured on Shark Tank Season 1 in 2021. They are currently present in 15+ countries. They have also received recognition from PM Narendra Modi, the Great Khali, and have currently partnered with Shilpa Shetty as their brand ambassador. The purpose of our capstone project is to provide the company with a framework for opening 100 franchise stores nationwide. It includes the following objectives - 1. Establish franchise business model and SOPs to franchise partners. 2. Develop a clean label cafe menu with a suitable pricing structure. 3. Develop an expansion plan on a city-by-city basis, taking the 15 most recommended cities, and the plan of market-entry. 4. Prepare marketing launch kits and other support materials, an investor / franchise pitch deck and ROI model. 5. Construct a tech-enabled support system and create a conclusive action blueprint on 100 cafe expansion.