Filli Café: Experience Tea and Talk

Vimi Jham

Asian Journal of Management Cases, 2023, vol. 20, issue 1, 47-58

Abstract: Filli Café in the United Arab Emirates (UAE) has captured a slice of the market with the unique taste of zafran tea. This was superimposed by applying a unique branding strategy. The brand’s unique selling proposition was to create a homely ambience at Filli Café, where people could chat for hours while immersed in the joy of a warm, soothing cup of tea. This led to the brand’s huge success, with the target audience being the expatriates and Emirati population, as they liked the taste of the zafran tea. The challenge in front of the Chief Executive Officer, Mr Rafih Filli, was to grab the market and work on diversification and expansion globally.

Keywords: Services marketing; international expansion; branding; franchising; United Arab Emirates (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:sae:anjomc:v:20:y:2023:i:1:p:47-58

DOI: 10.1177/09728201221139370

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