ALKHOBAR, 21 December — It was just seven years ago that the coffee shop culture began springing up in earnest in this city. It is important to differentiate the new coffee shops with their espresso and cappuccino from the old gahwas where Turkish coffee and hubbly-bubblies were the norm. As the government pushed the gahwas to the city limits, the coffee shops moved in and took over.
At first the coffee shops were welcomed. They gave people, especially young men, something to do close to home, in hygienic surroundings. But times have changed. Businessmen soon saw how much cash the coffee shops brought in and more and more of them opened. Now in some places they have become a scourge.
Three international coffee shop franchises have turned a portion of the second floor of Al-Rashid Mall into a "no-go" zone for families. The three shops are arranged so that the men’s service area in each is set up in a sidewalk café style. They have created a nightmare promenade complete with 150 pairs of staring eyes that no respectable woman wants to traverse.
Packed every night of the Eid holiday, the shops are hugely profitable. Voices of dissent concerning their respectability are drowned out by the ringing bells of their tills. "Saudi women think it’s bad walking by those coffee shops, but for us it’s worse," said Rose, a Filipina.
"At least with Saudi women the men just look, but they actually call out nasty comments at us. I come here with my friends just to have a few hours’ enjoyment after the long days at the hospital. We always keep in mind when we get to the second floor to take the long way around to get to the family dining area."
One Western expatriate had a suggestion for dealing with the problem. "These young punks can bother the ladies because they are being given the opportunity," said the engineer, who works for a local oil company. "If the coffee shops were told to put up walls, even made out of colored or frosted glass partitions, that would end the harassment."
It is not just at Al-Rashid Mall where things have gotten out of hand. One of the old names in the coffee shop business has created an ugly situation at the intersection of Prince Majed and 10th streets near the Alkhobar Corniche.
In an effort to increase business, Joffrey’s began offering curbside service. At night they have two waiters standing outside the coffee shop taking orders. During the Eid holiday and on weekends, cars with their occupants waiting for their double espressos and lattes, fill both streets at the corner.
Women wanting to get to the family section of Joffrey’s or to the restaurant next door have no choice but to run the gauntlet of belligerent, engine-revving youngsters packing the block.
The trend toward focusing on the needs of bachelors at coffee shops has angered many families. They point out that service and facilities are not only separate as the law requires but extremely unequal. For example, the bachelor sections of Haagen-Dazs and Pattis France are attractively designed and the service is efficient. The family sections of those same shops are airless boxes with slow service.
Disparities exist even in the major franchises. Joffrey’s in Al-Rashid focuses on families with a beautiful décor but the family section at the Joffrey’s location on 10th Street features damaged sofas and filthy draperies.
New coffee shops spring up monthly and it is uncertain how many can survive. Novelty as well as superior coffees and excellent service will be important in the future.
At one coffee shop, which opened its doors in Ramadan, the proprietor has decided to ignore the bachelors’ market completely.
Looking for a way to enhance his existing business, Khalid Alabass set up the Dejavu Lounge in a loft atop his Beau De L’Art showroom. Located on Prince Faisal Bin Fahd Street, Beau De L’Art was originally established to showcase the designs of the Najo Forging Factory in Dammam’s Second Industrial City. By establishing a coffee shop that serves families only, Alabass has increased traffic to the showroom while maintaining a high-quality environment.
"Most of the furnishings and decorative items in the coffee shop were created in our Najo Forging Factory," said Mohammed Al-Deeb, Dejavu Lounge manager.
"We serve our beverages and light meals on French Genevieve Lethu tableware. Each seating area has an individually controlled satellite television and Internet connection. We have used pin lights and candles coupled with discreet service and an elegant décor to create a relaxed atmosphere suitable for adults."
It is very popular. During the Eid holiday the Dejavu Lounge has been filled to capacity nightly. Which simply goes to show that a little imagination combined with a pinch of innovation are essential ingredients in life’s recipe for success.