Pay for time, not food: Unique cafe in Kerala is revolutionising the restaurant scene

Her personal experience and innovative thinking have resulted in a cafe in Kochi that empowers customers to control their time, enjoy flexibility, and escape the traditional expectations of a cafe. In an interview, Aathira shared her journey of transforming her vision into reality and how this unique cafe concept has taken Kerala by storm.

 

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Pandemic pivots and creative beginnings

The Covid-19 pandemic brought unforeseen challenges, particularly for luxury businesses like art and fashion. Aathira found herself in a financial bind but was determined to explore new avenues. She had always dreamt of opening a cafe. “I thought the pandemic might be the right time to venture into this side hustle,” she said.

So, she began her research in 2020, despite the slow pace of business during the pandemic. She visited numerous cafes in and around Kochi — working to understand the cafe industry’s inner workings. As an artist, she was in uncharted territory, trying to grasp the intricacies of the restaurant business.

“I even did a short stint as a waitress to get a feel for the industry,” she recollected.

During this period, she found herself frustrated by the expectation to order food, even when she wasn’t hungry. It wasn’t just the financial aspect; it was the pressure to order that troubled her. “Even if I wasn’t hungry, I had to order something to avoid feeling awkward,” Aathira shared.

One fateful day, while in a cafe with a friend, the idea for the ‘Time Cafe’ struck. She realised she had a perfect space — an old house her father had purchased 25 years ago. Aathira initiated renovations and transformed the space into a cafe with a unique concept — charging customers for time instead of obliging them to order food. “I knew this concept would solve the problem I faced personally,” she explained.

 

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Where Time Is Money

The GVQ Time Cafe’s innovative approach is to charge customers for the time they spend in the cafe, instead of pressurising them to order food. Customers can order food from outside or choose from a limited in-house menu that includes omelets, sandwiches, and more. The cafe also offers unlimited beverages like black coffee, black tea, green tea, and chilled coffee. Customers receive complimentary cookies and the cafe’s signature sweet butter crepe as a token of appreciation.

The pricing model is personalised, and customers only pay for the time they use, down to the minute. The first hour is ₹150 per person, and the subsequent hours are charged ₹1 per minute. This flexibility allows customers to unwind, work, or enjoy a date with their food preferences.

While you may expect a cafe filled with art given her background, she’s taken a different approach. “The cafe’s decor is minimalist, with a focus on basic colours and greenery. I have chosen to keep my professional identity separate from the cafe’s ambiance, creating a space that reflects my personal aesthetic,” she said.

 

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Future Plans

The GVQ Time Cafe’s audience response has been overwhelmingly positive. Since its recent opening, people have embraced the concept, and the cafe has seen a rush of visitors.

Aathira plans to expand this concept to major cities, eventually creating an app for customers to book tables seamlessly across multiple locations. This expansion would cater to travellers, business meetings, or anyone seeking a flexible and comfortable space for work or leisure. “Eventually, we’re thinking about franchising the concept,” she mentioned.

The cafe also addresses the changing dynamics of work, leisure, and dining. 

It is not only a testament to the entrepreneurial spirit but also a reflection of the evolving needs of today’s customers. 

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