Lamborghini coffee revs up in UAE

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The new Lamborghini café—straight from Italy to Times Square Mall, Dubai.

The latest addition to the UAE coffee café scene is Lamborghini coffee - an upscale concept straight from Italy. In October, franchise owner Retailcorp opened the first branch in Dubai's Times Square mall.

"Lamborghini is the only truly Italian [coffee bar] concept," explained Retailcorp CEO Marvin Shaire. "This is the first one outside of Italy."

Shaire sees the Italian luxury brand as an alternative to Costa and Starbucks-a coffee experience geared for the more discerning customer. Unlike many coffeeshops, where the emphasis is on casual seating and conversation, here the focus is luxury - from the highly styled bar, to the stylish seating and the premium Lamborghini gift items for sale at the outlet. The entire shop was designed and built in Italy and shipped to Dubai for assembly.

Luxury, too, in the staff, which have been hired from Morocco and all speak French, English and, unusually for Dubai -Arabic. "We pay the staff a premium," explained Shaire, who intends that the experience of Lamborghini should exude an exclusive esthetic in all respects.

Retailcorp intends Lamborghini to appeal to businesspeople and has plans to open outlets in business centres such as the DIFC and similar locations. Although the Times Square outlet will only have its formal opening this month, there are plans to open 10 more in 2008.

The marketing also puts a premium on Lamborghini coffee. The coffee is a bit more expensive than at other chains, a strategy designed purposely to set Lamborghini apart-but not too far apart. At 1-2AED (US$ 0.40) more than similar drinks at Costa and Starbucks, this gives it an exclusive feel but without real luxury prices which might put customers off.

In fact, while the name Lamborghini was originally synonymous with luxury cars, the brand has branched out in recent years to pasta, sauces, wines, chocolate, delicatessens and coffee. Retailcorp is clearly betting that the time is right for a luxury coffee café in Dubai.

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