Deera Cafe is not something you come across every day in Jeddah. This newly opened local startup has taken traditional Arabian coffee and hospitality into the 21st century. With atmosphere and setting to rival big names in the coffee market like Starbucks and Costa, Deera’s edge is their local flavor in a modern setting.
While the drinks and sweets may be local (more on these later), the seating certainly is not. So no sitting on the floor! But the designers of the cafe have managed to evoke a sense of traditional Arabia through the decor, and it is these minor touches that make all the difference.
Lines of Arabic coffee pots (dallas) cover the counters in place of cafetieres. Arabic poems and calligraphy plaster the walls; even the attendants’ uniforms have subtle hints of Arabia with shemagh patterns printed on the collars of their shirts and caps. It’s also hard not to miss the artificial palm tree that stands proudly behind the counter. Their motto says it all: “Our coffee speaks your language.”
Set in the newly built Star Avenue Mall off Malek Road, the cafe is currently in its soft opening phase, but already appears to be drumming up local support and custom.
Instead of focusing on foreign brews, Deera offers a menu of coffee that should strike a chord with locals and expats alike. The extensive menu includes over seven different types of Arabian coffee, including Hejazia (simply coffee and cardamom) Hafof, Yamama, Shaler, Ginger, and an exclusive for Deera; the Arabiano (a mixture of Arabic coffee and milk).
All of the coffees come from various regions across Saudi Arabia and can be ordered to drink in or to go — just like at other coffee houses.
If you opt to sit in, you can even order a shiny Dallah for only SR18 to your table — a nice touch and one that is sure to be a hit with the locals.
As for the Arabiano, this is a fusion of local coffee with frothy milk. Think latte for the local market! An acquired taste but one that may yet catch on. Cloves, spices, saffron and cardamom are infused in many of the drinks, the saffron giving them a bright mustard yellow appearance that certainly sets them apart from drinks you might see elsewhere in town.
I managed to try the Yamama and Arabiano, and both were very different from what I had expected. The taste of saffron, cloves and spices really shone through as I sipped my way though the Yamama and I was pleasantly surprised. The Arabiano was milky but flavorsome, while my personal favorite was one of their cooler offerings (ice blended Arabiano), which offered a nice respite from the heat wave that is beginning to hit Jeddah.
Other than their drinks, sandwiches and desserts are also available which are sure to delight. All pretty unique, sweet dishes from across the country are available. I tried the Hennini, which is a traditional Arabian dessert made up of dates and semin (ghee). At Deera it is formed into a small ball, heated and served with vanilla ice cream, simply delicious. I also managed to sample some Kelaija, which are small wheat pastries filled with spices and caramel, great with coffee!
Just like at other coffee houses you can order additional shots of flavors, mint, hibiscus, whipped cream, etc for only SR2. As for value they have managed to set themselves apart also on price, with most drinks priced at around SR11-14, a good 10-20 percent cheaper than others in the market. The foot of the bill should also come as a pleasant surprise, no service charge! A rare commodity in Jeddah.
Fresh juices and more international coffee offerings are also available, like cappuccinos, Turkish coffee and even lattes, so there really should be something for everyone. Free WiFi is also a nice touch and one that should appeal to Jeddah’s youth.
If you’re looking for something more local than the foreign coffee franchises, Deera may be just the place for you; perfect for locals and visitors alike. For the time being, you can catch Deera in their soft opening between 8.00 a.m. and 11.30 p.m. every day.
Location: Stars Avenue Mall, intersection of Sari and Malek Road. For a Map of the location, visit jeddahfood.com
Opening Times 8.30 a.m. to 11.30 p.m.
Tel 2 263 2150
(Rashed Islam is a food critic who hosts Jeddahfood.com)
