UDC 338.479.5
DOI: 10.36871/ek.up.p.r.2025.11.12.011

Авторы

Al-Kalbani Fatema,
Peoples’ Friendship University of Russia, Moscow, Russia

Аннотация

The Middle East’s coffee culture has witnessed a rapid transformation and development. Including both giant brands of locals and international cafe, creating a sharp competition to get the attention. This study will be examining how brands like Starbucks, %Arabica, Caribou Coffee, Costa Coffee, Dose Café, and One Million adapt their menus into local preferences, how to create a worthy captured interior designs stigmatized by culture, the digital loyalty programs, and franchise partnerships. Using a comparative case-study approach, we analyses the market-entry strategy and tactics, the localization efforts, partnership models, and the competitive responses. Our data is extracted from industry reports, official statements, socialmedia chatter, and the customer reviews, all show that Starbucks retains its lead by blending local flavours and store aesthetics with strong franchise ties, while Caribou succeeds via drive-throughs, in Kuwait and Bahrain, while other local brands like %Arabica, one million has achieved huge spread and gain reputation through influencers and Social Media platforms, and targeting youth consumers. Ultimately, success in this dynamic market bases on balancing time-honoured coffee traditions with digital innovation and meaningful customer engagement.

Ключевые слова

social media engagement, influencer marketing, third-wave coffee, menu innovation, franchise partnerships, cultural fusion

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