JEDDAH, 13 January 2005 — Tucked away in the corner of the Quba Center on Jeddah’s Hail Street, a quiet revolution in the way coffee shops do business is taking place. Aiming directly at the business and serious coffee drinking market, “The Game — Coffee With Fun” has set out to “create a challenging, indulging and unique atmosphere.”
In essence, the coffee house harks back to the rituals surrounding coffee and seeks to create a demi-club atmosphere, where good conversation can combine with discreet business meetings in a relaxed atmosphere. Rather than make a cup of coffee, the traditional approach espoused by the Salem Mohammed Bin Mahfouz Establishment — Bonding Group seeks to create it with all the traditions of hospitality and relaxation that implies.
“We have based the ethos of the coffee house on the origins of coffee and discover its meaning on its voyage through history,” said Manzoor Ahmad, who owns a coffee estate in India and acts as an adviser to the group.
“Coffee culture originated in the Arabian Peninsula (Yemen). It was based on beans first grown in Ethiopia. We will source the best quality coffee from Ethiopia, Yemen or wherever we find it,” he said. “We hope to recapture something of the atmosphere of that early culture and its friendliness.”
Sited where it is, the coffee house is intended to be more a destination than to attract passing trade. “We are ideally situated close to the business district for our main clientele,” said Mohammed Salem ibn Atif, manager of the coffee house. “Other guests will treat it as a place to come and spend time and enjoy the experience.”
Salem Mohammed Bin Mahfouz, the driving force behind this pilot project, hopes to open 15 to 20 similar outlets across Saudi Arabia in the first year of operation, each with similar facilities and ambience.
A graduate in Political Economy and Media Studies and with several years training in banking behind him, Salem is well-qualified to put on the style yet manage the business aspects of the project. When he returned to Saudi Arabia from the US, he added local experience while working with the Saudi Economic and Development Corporation (SEDCO).
“The Coffee With Fun concept is about providing an environment that produces a zest for life,” he said. “The social and business interaction here will spill over into the community and enrich the community. We want it to be a second home where our guests feel welcome, home and able to get on with business or pleasure in comfortable surroundings.”
As well as the opportunity for leisurely pursuits, the coffee house boasts a business center, TV and multimedia facilities for students and sports a dazzling array of computer game stations for younger and technologically inclined guests. “When guests visit Coffee With Fun,” said Bin Mahfouz, “we want coffee to be an experience rather than just a drink.”
