Costa Coffee outlets

NEW DELHI: UK-based coffee chain Costa Coffee is focusing on making its India outlets profitable rather than just increasing count, said a top executive of the company.

"What we have now come to know is that this business can be very profitable for us if we do the right things rather than chasing numbers, " said Virag Joshi, president & CEO of Devyani International, which is the master franchise for Costa Coffee in India. "We said (to ourselves) let's do all the corrections of either shutting down shops or relocating them or renovating them."

Devyani International is also the master franchisee of global restaurant chains KFC and Pizza Hut in India.

"Rather than chasing numbers, we thought let us open Costa only at places where we see 100% profitable model for us." "Good location is a must for us to open any new outlet, " Joshi said.

The company, which touched revenue of .`100 crore in the current financial year, had seen some turbulent times in the past.