Drunken Monkey plans to open 10,000 smoothie bars by 2025

Drunken Monkey is planning to expand its business over the coming years. It eyes to open 150 smoothie bars in 2019 and reach up to 10,000 smoothie bars by 2025. The company will spend Rs 50 crore to aid the expansion plans.

Currently having 60 outlets in 16 Indian cities, Drunken Monkey offers over 170 types of smoothies made from locally sourced and natural ingredients. Their smoothies consist of pure natural fresh fruit, no artificial flavours, no added sugar, preservatives or concentrates.

Samrat Reddy, Founder and Managing Director of Drunken Monkey, said, “Apart from expansion, we plan to reach out to people in different ways through different distribution models. For example – we can get into supermarkets or places where people can pick up smoothies by themselves. So, eventually, we will release a few smoothies with better shelf life, where they can be kept fresh for more time”.

Drunken Monkey’s marketing strategy is aimed at doing to smoothies what Starbucks did to coffee. Four decades ago coffee was not a culture; Starbucks made it what it is now.

“Our operating model is mostly FOFO – franchise owned and franchise operated. The training, supply or raw materials and back-end support are taken care of by the brand; the front-end operations are taken care of by the franchise. However, there is a small percentage of outlets which are COCO – company owned and company operated”, added Reddy.