JEDDAH, 27 May — American coffee house franchises opening in Saudi Arabia have been meeting a receptive market. However, one wonders if this trend will continue taking all brands into account. It’s the specialty gourmet coffee in a casual yet stylish atmosphere that is so attractive. You don’t have to drive to the town’s most popular cafe to wait an hour for a table for a cup of coffee with family and friends. You are guaranteed exquisite coffee and tea choices with the convenience of locations.
I have always been a coffee connoisseur, and Joffrey’s Coffee house has become a residence of the soul for me. The atmosphere and coffee is the ideal escape when I want the perfect coffee experience. Therefore, when I heard that Starbucks was now open in Saudi Arabia and coming to Jeddah I was caught between elation and apprehension. My current loyalty being challenged, I wondered where my taste buds would lead me. On a recent trip to the Eastern Province that question was answered. I could not help but venture to the illustrious Rashid Mall where Starbucks has opened. The coffee was good, but there was something missing. The decor was tasteful and nice, yet I did not have that cozy atmosphere that I have gotten so used to. Also while my coffee palette was satisfied, there wasn’t that sense of melting into a coffee dreamland, which I experience at Joffrey’s.
As a “new style” coffee house, which is part of an American chain, Joffrey’s, was the first in Saudi Arabia. These coffee houses have a broad appeal by changing the look and feel of the restaurant and reaching out beyond coffee. The whole specialty coffee concept that incorporates takeaway virtually didn’t exist until such companies as Joffrey’s came along. Joffrey’s offers the cafe setting and as Joffrey’s new slogan proclaims, “Taste on the Go.”
The flavor profile is what today’s consumer desires. While one may have a favored drink or dessert, people want choices. A wide range of options is offered at these specialty shops — and flavor profiles are a big deal. Joffrey’s is proud that it is the only specialty coffee house that locally roasts and flavors their international coffee beans. At Joffrey’s cakes are locally baked and definitely fit the bill when it comes to dessert cravings. My personal favorite is the tiramisu. Also make sure you have time to hang out for a bit because the atmosphere is always perfect, like a warm blanket you can wrap yourself up in. However, if you are tight for time — there is always takeaway.
The final and perhaps the most important element in any cafe experience are the service and reception extended to the patrons. In particular, Saudi culture is based on social settings and hospitality; therefore quality and atmosphere are essential in any food and beverage venue.
The new “coffee houses” need to continuously keep this in mind and not take anything for granted just because they carry a substantial brand name. Joffrey’s has been succeeding in the regional market with their attention to detail and customer care.
When Arab News went to take pictures for this article, the Starbucks manager for the Eastern Province was aggressive, harassing and verbally abusing a senior staff member. On the other hand, when we called Joffrey’s and explained that we wanted pictures to complement ones that have already taken, they personally delivered some. There have been articles and discussions on electronic message boards referring to international incidents that have been transpiring between Starbucks management and local clientele. Such franchises cannot afford to mistreat their customers if they wish to succeed.
With some American franchises being challenged by an aversion to US commercialism, one may ponder the success coffee franchises can have in Saudi Arabia. Coffee is the world’s most popular drink, which gives specialty coffee franchises all kinds of opportunities for expansion. Coffee and tea consumption have a huge impact on our lives and especially in Saudi Arabia, which has a strong coffee and tea heritage. People are so addicted to caffeine in this country that drinking coffee and tea is a ritual. Improved motor performance, decreased fatigue, and enhanced sensory activity are just a few of the positive effects that coffee has on people. However, these American brands must not forget to take the local culture into account. For example, McDonald’s has had success with its fast food concept, for instance, in serving lamb in India and Teriyaki Burgers in Japan. Starbucks could learn from the Joffrey’s model, which caters to local customs and tastes. Above all these companies must remember that customer relations are key and that they cannot insolently hide behind a powerhouse brand name.
Now it is time for a great cup of coffee...