Emirati Coffee, the first Emirati home-grown specialty coffee roastery, reveals a record-breaking growth of 3135% on online purchases in 2020, spurred by robust demand from consumers for high quality specialty coffee even during the Covid-19 pandemic.
The highest recorded online purchase was registered in the first two months of the pandemic starting March 22, 2020, when the UAE started the sterilization campaign in an effort to contain COVID-19, when sales rose to a 1763% increase compared to the previous months recorded from January 11 to March 21, 2020.
Emirati Coffee supplies specialty coffee to more than 160 outlets internationally and in the UAE. The company sources the highest-scoring specialty coffee from over 30 origins to make it accessible, affordable and enjoyable for everyone.
“Coffee was already the number one e-commerce grocery product before 2020 but the pandemic boosted the growth due to greater consumption at home. Coffee buyers cut back on trips to the supermarket and coffee drinkers can’t go to the cafés. Consumers resorted to online purchases and with the availability of our own delivery fleet, they were able to get their hands on their cup of coffee,” says Mohamed Ali AlMadfai, CEO.
The Middle East is one of the fastest growing markets in the world for coffee consumption. Consumers in the region are increasingly drinking coffee for the appreciation of the beverage and their knowledge of the product in terms of origin, roasting degree, unique cup profile, and even the altitude of the farm where the beans were grown.
Emirati Coffee is the first coffee company in the region that is vertically integrated in the supply chain with Agri-Tech projects at the farm and producer level, strong partnerships with importers and suppliers, a roastery wholesale business supplying roasted coffee to HORECA clients, a new retail experience boutique opening in YAS Mall Abu Dhabi as the first specialized Emirati Coffee boutique, a Café vertical called Knowhere expanding operations in the Kingdom of Saudi Arabia, and a RnD unit constantly creating innovative products like specialty coffee capsules, specialty instant coffee, and canned beverages.
Emirati Coffee is in talks with Chinese investors exploring opportunities and planning the introduction of the brand to the Chinese market next year.
Having its multiple channels allows Emirati Coffee to cater to the current demand in the UAE which has seen its rise over the past four or so years.
The 4000 sqf roastery located in Al Qouz can process up to 36 tons of beans a month. High-grade beans sources from over 30 origins are roasted to offer a wide range of tastes and experiences.
“Our full control over the process from bean to cup allowed us to achieve our customer promise of having the best quality, price, and service in the market. It’s important to us to forge genuine connections with our suppliers, our customers and our community. We believe in doing our work in a way that is transparent and collaborative. Our thrill lies in the pursuit of mastering the creation of the perfect cup and sharing the knowledge that we’ve picked up along the way,” adds Al Madfai