Waffle Coffee Business in India

This cheat sheet outlines a simple plan to start a cafe inspired by Fenster Cafe in Austria, known for serving coffee in a chocolate-dipped waffle cone, tailored for the Indian market. The goal is to keep costs low, with an initial investment of approximately Rs. 3-5 Lakhs, and use straightforward strategies for marketing and operations, focusing on tier 2 or 3 cities for affordability.

Marketing and Instagram Strategy

Create an Instagram business account to showcase the unique coffee-in-waffle-cone concept. Post high-quality photos and videos, use hashtags like #CoffeeInWaffleCone and #UniqueCafeIndia, and engage followers with contests. Partner with local food influencers by offering free products or small fees for promotion to increase reach.

Operational and Financial Details

Operate from a small, high-traffic window space with 1–2 part-time baristas, focusing on peak hours. Monthly costs may include Rs. 15,000 rent, Rs. 5,000 utilities, Rs. 10,000-15,000 ingredients, and Rs. 20,000-40,000 staff wages, aiming for 20–50 drinks sold daily at Rs. 150–200 each for profitability.

Comprehensive Business Plan for a Coffee Window Like Fenster Cafe in India

This detailed report provides an exhaustive business plan for starting a coffee window inspired by Fenster Cafe in Austria, which is renowned for serving coffee in a chocolate-dipped waffle cone, adapted for the Indian market. The plan focuses on minimal costs, simple strategies, and leveraging Instagram marketing and influencer partnerships, ensuring it is doable for anyone in India, particularly in tier 2 or 3 cities. All information is based on research conducted as of April 12, 2025, and includes insights into startup costs, local preferences, and marketing tactics.

Background and Inspiration

Fenster Cafe, located in Vienna, Austria, is a small, walk-up window cafe that started in 2011 and has gained popularity for its unique offering: the "Fensterccino," a latte served in a chocolate-dipped waffle cone, priced around $12 (Cost of Opening a Cafe in India). It operates as a takeaway-only venue with no seating, accepting card payments only, and is situated in a historic building on a busy street, making it highly visible to tourists and locals alike (A Detailed Guide to Start Your Own Coffee Shop in India). This success is attributed to its Instagrammable nature and novel combination of coffee and dessert, which aligns with social media trends. Given the growing cafe culture in India, particularly among the youth and urban population, this concept can be adapted to attract a similar audience.

Business Concept

The proposed business is a coffee window serving coffee in a waffle cone, replicating Fenster Cafe's USP. The target market includes tourists, locals seeking a unique coffee experience, and Instagram users looking for shareable content, particularly in tier 2 or 3 cities where competition from established chains is lower and rental costs are more affordable. The concept is simple: combine a quality coffee drink with a sweet, chocolate-dipped waffle cone, making it visually appealing and memorable, aligning with Indian consumers' love for Instagrammable experiences.

Location Strategy

Choosing the right location is critical for success. Research suggests selecting a high-traffic area, such as near tourist attractions, colleges, busy streets, or office districts, to maximize foot traffic. Given the high rental costs in metro cities like Mumbai and Delhi, focusing on tier 2 or 3 cities (e.g., Jaipur, Chandigarh, Coimbatore) can reduce costs. For minimal costs, consider a small window space in an existing building, potentially reducing rent compared to a full shop. Estimated rent for a 50–100 square foot space could be around Rs. 10,000 - Rs. 20,000 per month, depending on the area, based on general commercial rental rates in India (How to Start a Cafe in India: An Insider's Guide).

Minimal Startup Costs

To keep costs low, the initial investment is estimated at Rs. 3,00,000 - Rs. 5,00,000, focusing on essential equipment and minimal setup. The breakdown is as follows:

This estimate is based on general coffee shop startup costs in India, which range from Rs. 5-25 Lakhs for full shops, but for a window setup, costs are significantly lower (Cost of Opening a Cafe in India). The actual cost may vary by location, but this provides a minimal baseline.

Menu Development

The menu should focus on the signature drink: coffee in a waffle cone, with variations such as lattes, cappuccinos, and flavored options (e.g., vanilla, caramel). Pricing should be set at Rs. 150-200 per drink, aligning with affordable cafe prices in India and covering costs while ensuring profitability. Additional items like regular coffees (Rs. 50-100) or small pastries can be added if space allows, but the core offering should remain the waffle cone coffee for simplicity.

Marketing Strategy

Marketing is crucial for visibility, especially given the Instagrammable nature of the concept. The strategy includes a strong Instagram presence and influencer partnerships, both of which are simple to implement in India.

Instagram Page Setup

• Account Creation: Create a business account on Instagram, choosing a catchy username (e.g., @WaffleCoffeeIndia) and a profile picture that reflects the brand. Write a bio highlighting the USP, such as "Experience coffee like never before—served in a waffle cone! #WaffleCoffee #UniqueCafeIndia."

• Content Posting: Post regularly, aiming for 3–5 times a week. Content should include high-quality photos and videos of the coffee in waffle cones, the making process, and customer enjoyment. Use stories for behind-the-scenes content and new menu items.

• Engagement: Use relevant hashtags like #Coffee, #Cafe, #WaffleCone, #SpecialtyCoffee, and #Instagrammable to increase reach. Engage with followers by replying to comments, liking similar posts, and running contests or giveaways (e.g., "Tag a friend for a free Fensterccino!").

• Link in Bio: Direct customers to a website or menu via the link in bio for easy access.

This strategy leverages the visual appeal of the product, which is key to attracting social media users, as evidenced by the growing cafe culture in India (How to Start a Cafe in India [Cafe Business Plan India]).

Influencer Marketing

• Identification: Research local food influencers with a strong following in your area, focusing on those in the food, coffee, or lifestyle niche. Check their engagement rate (likes, comments per post) and ensure they align with your target audience. Examples include influencers in cities like Jaipur or Chandigarh with 5,000-50,000 followers.

• Outreach: Reach out via direct message or email with a personalized proposal, offering free products (e.g., a waffle cone coffee) or a small fee (Rs. 5,000-10,000) for promotion. Request they create engaging content, such as photos, stories, or reels, showcasing your cafe.

• Collaboration: Provide high-quality photos or host them at your cafe for authentic content. Ensure they tag your account and use agreed-upon hashtags to maximize reach.

This approach is cost-effective and can generate significant buzz, especially in the early stages, as influencers can introduce your cafe to a wider audience, particularly in tier 2/3 cities where social media influence is growing.

Operations and Staffing

Operations should be kept simple to minimize costs and complexity. Start with 1–2 part-time baristas, either owner-operated initially or hired at Rs. 10,000-20,000 per month each, to handle peak hours (e.g., mornings and early afternoons). Training should focus on making waffle cones, dipping them in chocolate, and serving coffee efficiently, ensuring consistency in quality. Hours can be adjusted based on foot traffic, and the payment system can be card-only to simplify transactions, mirroring Fenster Cafe's model.

Financial Projections

To provide a clear picture of potential profitability, here are example monthly costs and revenue projections:

• Revenue Projections:

  • Assume 20–50 drinks sold per day at Rs. 175 each:

    • 20 drinks/day = Rs. 3,500/day, Rs. 87,500/month (25 days/month, excluding low-traffic days).

    • 50 drinks/day = Rs. 8,750/day, Rs. 2,18,750/month (25 days/month).

  • Start with conservative estimates (20 drinks/day) and scale up as the business grows, potentially reaching 50 drinks/day with increased visibility.

• Profit Example:

  • At 20 drinks/day: Rs. 87,500 - Rs. 65,000 (avg. costs) = Rs. 22,500/month (before taxes and other expenses).

  • At 50 drinks/day: Rs. 2,18,750 - Rs. 65,000 = Rs. 1,53,750/month (before taxes and other expenses).

These projections are rough estimates and will vary based on location, pricing, and customer traffic. Regular monitoring of costs and revenue is essential to ensure sustainability.

Go-to-Market Strategy

To launch successfully, follow these steps:

1. Secure Location and Setup: Find a small, affordable window space, purchase necessary equipment, and obtain permits.

2. Launch Instagram Page: Create and optimize the Instagram account, posting teaser content before opening (e.g., "Coming soon!").

3. Soft Launch: Open with limited hours, offering discounts or free samples to attract early customers and gather feedback.

4. Leverage Influencers: Invite local influencers for a soft launch event to generate buzz and social media shares.

5. Scale Operations: Gradually increase hours and staff as demand grows, and expand the menu or add new flavors based on customer preferences.

This phased approach ensures a manageable rollout while building momentum through social media and word-of-mouth.

Additional Considerations

• Legal Requirements: Ensure all necessary permits and licenses for food service are obtained, which may include FSSAI license, health department approvals, and business registrations, estimated at Rs. 50,000.

• Cost Monitoring: Regularly review expenses to maintain profitability, especially as ingredient and labor costs may fluctuate.

• Customer Feedback: Use social media and direct interactions to gather feedback and improve offerings, enhancing customer loyalty.