Case study · F&B / QSR, specialty tea café franchising
Building the franchise engine for a South Indian tea café brand
Grew Instagram views 37x and engagement 113x between June and September 2026, while launching two outlets and building the franchise operating system for a South Indian tea café brand.
- Client
- A fast-growing South Indian tea café franchise brand
- Industry
- F&B / QSR, specialty tea café franchising
- Practices
- Avenue Chief · Avenue Identity · Avenue Signal
- Timeframe
- June 2026 – October 2026
01
The challenge
The brand had a loyal following, several outlets in Chennai and a presence in Bahrain and Qatar, and it was preparing for aggressive expansion across South India.
Its FOCO model keeps operations, staffing, inventory, marketing and compliance entirely with the company, which only scales when every process is documented and every touchpoint looks the same. Brand communication, launch marketing and franchise sales material were being produced outlet by outlet, and the governance needed to support new franchise partners existed largely in practice rather than on paper.
02
What we did
Franchise expo
Ran end-to-end franchise exhibition support at a national franchise expo in Chennai: booth planning, brochures, flyers, standees, large-format banners and refined franchise messaging.
Chennai outlet launch
Planned and executed the launch of a new Chennai outlet, including the launch video, grand-opening creatives, invitation campaign and local-area content.
First Tier-2 city outlet
Developed the launch campaign for the brand's first Tier-2 city outlet, with city-themed poster, newspaper-reveal and countdown concepts across print, Instagram and reels.
Content engine
Built the brand's content engine: four campaign platforms, a three-month Instagram calendar, reel and offer planning, plus menu, product and outdoor collateral.
Franchise operating system
Authored a nine-volume Operations, Governance & Franchise Management Framework covering governance, franchise lifecycle, store operations, finance, HR, marketing, procurement, Indian compliance and BI.
Franchise agreements
Strengthened the franchise agreement from the franchisor's side and supported preparation of the Area Developer Agreement for multi-territory expansion.
03
The result
Instagram performance, June to September 2026
- Views: 6,917 to 2,57,508, a 37x increase
- Engagement actions: 110 to 12,500, a 113x increase
- Followers: 4,477 to 4,752 (+6.1%)
- 88.8% of reach came from non-followers, driven by 11 posts and 5 influencer collaborations
Delivery and growth
- 115 initiatives tracked; 93 completed and 13 running as always-on programmes
- Two outlet launches delivered end to end: a new Chennai store and the brand's first Tier-2 city outlet
- Franchise expo participation supported with a complete franchise sales kit
- A documented franchise operating system across nine pillars, plus strengthened Franchise and Area Developer agreements
Want results like these?
Great ideas start with a conversation. Tell us where you are, and we'll tell you where Avenue fits.