Café Arabica enhances its positioning and spread its outlets into 24 service stations

This milestone of success would not have been reached without the ability of this national trademark, billed to be the first of its kind in the UAE, to assert its position in local markets and widens its reach following its first anniversary.

Commenting on the success, Dr. Rahma bin Mohamed Al Shamsi, Retail Sales Manager at Emarat, said that the corporation is keen on selecting the products that are distinguished enough to be launched under a unique brand name that adds value to customers' shopping experience and satisfies their different tastes.

He added that the Café Arabic service embodies Emarat's policy of committing itself to adopting class services with competitive advantage.

At the same time, these products and services should fulfill customer needs in order to retain their loyalty, ensures their comfort, and provided them with quick service by experiences staff with exceptional skills.

He said: "When we decided to conceive and launch this national brand, building on Emarat's reputation in the market as a leader in innovation and creativity, we did not doubt for a moment that the service would prove its success. But what surprised us, in a pleasant way, was the speed at which this service embodied success as a preferred item amongst consumers. This provided us with the incentive to widen the scope of the service and spread its wings over 24 service stations under the Bakeria umbrella, which has earned its name as the leader in fresh snacks and pastries."

He added: "The success of this product was echoed at the Franchising in the Middle East 2008 exhibition and Retail City 2008, which were recently held in Dubai. Both events were specialized in retail investments and projects. At both events, Café Arabica succeeded in attracting the attention of investors who expressed their willingness to obtain the franchise."

On the other hand, Michael Fell, Manager Fresh Food at Emarat, expressed his delight and pride with the success achieved by Café Arabica.

He indicated that the new product represents a qualitative move in the nature of services offered by the corporation through the variety of flavors it offers to coffee lovers.

He pointed out that Café Arabic is the first trademark of its kind in the UAE.

He added that Café Arabica provides a wide selection of coffee, such as iced lachino mixes, cream lachino mixed with milk, lachino café with choices of late, mocha, caramel, hot chocolate or iced, fruit lachino, in addition to traditional hot beverages such as caramel mocha, caramel macchiato, café mocha, café latte, cappuccino, hot chocolate, American coffee, tea late, hot milk, hot tea with different herbal flavors, espresso con pane, espresso macchiato, and espresso ristorito.