The 'next level' in Coffee; can a lot still happen?
Sure it can. In fact, the fact that it can, is universal.
And that is why Cafe' Coffee Day has retained its 'catch-phrase' as it takes its format to the 'next level'. It has also retained the Cafe Coffee Day name. Though I don't see the name as being 'classy' in its appeal, there's nothing in it that makes it unsuited to whatever it is that they are calling the 'next level'. Plus the strong equity that it brings along makes the usage pertinent and almost necessary.
Everything else that makes Cafe Coffee Day what it is in India, undergoes a change. The change is hopefully what the company believes will take it to a higher level. The change will include the ambiance, look and feel inside the cafes. The focus will be on projecting a feeling of togetherness and celebration, something which the CCD brand-architecture study identified as their core values. The togetherness identified, could be friendship, romance or even an office meeting in an informal environment.
The important issue to note is how CCD's loyal audience reacts. Its only obvious that the change will bring in its wake a rise in prices. My bet is the audience wouldn't mind the price rise, if it happens. And even if some did, they wouldn't be substantial enough to raise eyebrows.
Here's wishing CCD luck with its 'next level'.