Illy to launch Italian coffee franchise in Middle East

Italian coffee specialist Illy is bringing its premium coffee franchise to the Middle East with its first outlet scheduled to open in Dubai in the second half of 2008.

The exact location is confidential but will be in "one of the most prestigious shopping malls in town", explained Illy export area manager Francesco Cassani.

Dubai is the first stop for the Illy franchise, which will see the brand set-up in 50 locations in the region over the next five years.

"We have a very strong business plan for the Middle East, targeting prime locations across the entire Gulf region including Kuwait, Saudi and Oman," Cassani said.

Illy coffee is already available in five-star hotels in Dubai through long-term distibutor Shara Trading & Hotel Supplies.

"We've been the sole distributor of Illy coffee for 11 years, which is present in the Hyatt properties, Rotana properties and Le Méridien hotels," said Shura Trading & Hotel Supplies operations manager Alad Faria.

"We're looking forward to having the complete Illy experience available in the region with the launch of this franschise."

Founded 75 years ago, Illy is available in 140 countries with more than 50% of coffee sales generated outside of its domestic market.

"We specialise in producing the best coffee possible and are driven to deliver the best quality," explained Illy president Andrea Illy.

"Our aim is to bring an authentic Italian coffee experience to the region and make it available to the Middle Eastern connoisseur."

Illy has only one coffee blend consisting of nine ingredients sourced from more than 14 different countries to maintain its quality explained Mr Illy.

"We have a superior focus on quality standards and to achieve the broadest aroma profile we have to source the best beans."

Mr Illy conceded that organising coffee house openings and finding the right locations are the most challenging aspects of the business plan.

"Once we are established here we will grow in parallel with market growth although getting set-up is always the hard part."