Filli Café — SME Case Study (UAE)

Tea was not as relevant as coffee in the drinks industry.

Cafes were intended for coffee only, and in the UAE, there was no thought of conversing over a cup of tea.

This was the major obstacle in Filli’s path, which was welcomed by Rafih Filli. At Filli, he built an atmosphere in which tourists felt at home. The Filli Zafran Tea has been loved by the people chatting for hours as they enjoy a relaxing cup of tea. So started Filli’s path, where visitors could ‘Tea n Talk’ and then progressively made Filli their second home in the UAE.

Filli Café Mission To ensure each visit to its cafes is a memorable one, the Filli team goes to great lengths. Its customers mean the world to it and it wants to see them enjoy its delightful fragrant tea with fun in each taste.

Vision For its experience in food and beverages supply, Filli is now popular in the USA and has become a second home for its many customers. Its vision has no borders and it plans the brand only because it recognizes that the love of tea and talk brings together people worldwide!

Team It is very proud of the successes it has made to date, which was produced by a single source just over a decade ago. Much of its continued growth lies in the loyal staff who constantly prioritize clients’ product and service. Each of its outlets in the UAE offers a comfortable environment and great food that gives customers a second home.

s Tea Zafran Many tea lovers had long discussions for Filli’s Zafran Tea signature mix. Zafran is good for you, and it is a mixture you can’t get enough of when you apply it to your cocktail. Filli’s Zafran Tea is a favorite of people of all ages. They all have time for a long conversation over their cup of tea.

Organizational Structure

Owner Trainee Finance Manger HR Manger Sales Manager Marketing Manager General Manager Office Manager Bar Leader Dinning Room Leader Kitchen Leader Resource Leader Fish Shellfish Shrimp Line Cook Assistant Chef Chef Drink Runner Drink Runner Drink Runner Cleaner Cleaner Figure 65: The Organizational Structure of Filli Café At Filli Food Each Filli product is new and expertly crafted, as each has its signature recipe. To make sure that the menu fulfills quality expectations, it only uses fresh produce. Filli is about giving you an experience and thinks the door to this experience starts with your palate. It has taken its first step and if you are satisfied, to attract you with Filli’s experience. It has freshness, sandwiches, burgers, and wraps are all justified in the selection made new at the outlet. No artificial colors, preservatives, or MSGs are used in each Filli outlet dish. Caution: They comprise a great deal of our affection.

If it is a time with family or friends, or a break apart, the luxurious environment and soothing atmosphere of every Filli store is welcomed. The warm welcome, outstanding food, and wonderful personal service are very simple to its philosophy. Comfort and fun – something around you – is a part of the Filli experience!

Operational Strategies and Growth Signs in India, Qatar, Bahrain, and Saudi Arabia with franchise partners in the Middle East and India, Filli Café is the most beloved café in Dubai. With 47 stores across the world, its presence in the UAE has been growing, Filli’s latest round of expansion and franchising begins.

One of Dubai’s popular cafés is Filli Café. Its fame and fan following in the UAE is already founded with three shops being set up in Ajman, one in Abu Dhabi, and seven in Dubai. It now has grown to include new outlets in Indian, Qatar, Bahrain, and Saudi Arabia, using the franchising model. Filli has gone beyond its activities in the UAE. There are 47 shops around the world like this. In Qatar, there are five outlets to connect to Salwa Road and Umm Said; five in Bahrain, and 20 in Saudi Arabia. Five outlets are to be found here. By the end of 2016, the UAE will have seven other outlets – one in Abu Dhabi on Airport Road, and seven in Dubai, the Business Bay, DSO, and DAFZA – Ajman having three in Corniche, Al Jurf, and Perl Tower.

To the east, Mumbai will have 22 stores in India, one on Andheri Link Road and one on Carter Road. Rafih Filli, Filli Café’s creator, took on the task of expanding the branches of Filli Café. India’s headquarters and flag store were founded with his efforts in Kasaragod, Kerala, which is his home. Filli Café is now spreading outside the United Kingdom, where it has named its flagship store. Thumbay Moideen, president of the Thumbay Group, opened the first store in Ajman for the public on July 23, 2016. Filli, founder and CEO of Filli, explained the developments, “I am extremely pleased to present the number of developments we are expected to achieve. With their investment in a highly lucrative food and beverage market, we would like to welcome more and more investors to the Filli family.” Filli Café currently works on the 18-base market and supplies about 40,000 tables of tea every day. More than six stores are being built. Filli strives to achieve an objective of more than 100 outlets and 70 franchises operating worldwide by 2017 and operating exclusively in the UAE by 2020.

A sublime interior with a soft decoration of mahogany emphasizes a cool experience. Filli has spent all its centimeters building a comfortable and relaxing atmosphere. It is obvious that if people are willing to do so, it doesn’t mind stretching or even folding out their knees.

This is the kind of custom flexibility that complements its rich taste of tea. Here you have the opportunity to sample a delicious brew of your choosing by world-class professionals, whilst you enjoy the experience you want every minute! That’s all about Filli, a customized mood- specific experience.

Experience Filli Filli’s experience is always enjoyable, cool, and soothing because it trusts you to make your day! Once in a room, Filli will allow you to use space in your mood, whether it is a break from work or time with friends.

Challenges Faced by The Company and Successful Practices ¡ Develop a UAE reward package for customers.

¡ Structure a brand advertising campaign plan.

¡ Analyze whether franchising in the international market is the right strategy for expanding.

¡ Preserve the strategic edge of the business.

¡ Establish high nutritional requirements and safe food policies in public facilities and government buildings and government-supplied foods.

¡ Provide public and government institutions with more nutritious food—and cheaper food—and limit the supply of less healthy foods.

¡ Ensure the smaller portion food choices in public and government buildings are available.

¡ Prohibit sales of low-quality food in other areas where children gather, such as zoos, museums, boys’ and girls’ clubs, and sports venues.

¡ Lower the costs of tea.

¡ Develop balanced drink policies requiring healthier drinks than sugar-sweetened drinks.

Its goal is to share a wonderful taste and experiences with everyone! The Filli brand is synonymous with tea and it plans a global expansion to include Filli stores in cities all over the world and give tea lovers the chance to enjoy its blend of specialties while relaxing in the magnificent surroundings of every Filli café. It is seeing a promising future with rising demand for exclusive tastes and flavors.