Dubai – Qahwa World

In a world accelerating at the rhythm of innovation, the cup of coffee remains an anchor of daily stability—that precious moment where the fragrance of tradition meets the speed of the digital age. From the heart of Dubai, the city where the pulse of creativity never ceases, a new revolution has ignited, redefining the consumer experience. It introduces the “Digital Café” concept as a leading model combining supreme quality with intelligent efficiency.

This profound transformation was the focus of a special interview hosted by the program Nabd Dubai (Dubai Pulse), presented by the accomplished anchor Raya Rammal, featuring Kateryna Borodych, the CEO of the famous digital café chain “Drinkt” for the Middle East and North Africa region.

The interview commenced with a report highlighting coffee’s crucial role as a driving force in the global economy. Coffee, which sustains over 25 million farmers, sees consumption exceeding two billion cups daily worldwide, with its annual revenues surpassing the $200 billion mark. While the global market size stands at $138 billion, forecasts suggest it will exceed $170 billion by 2030.

Regionally, the report confirmed that the coffee market in the Middle East and North Africa is valued at $11.5 billion, with expected growth exceeding 4% annually until 2030. Dubai shines in this landscape as a global hub for coffee trade, exporting between 15% and 18% of the world’s Arabica harvests and processing over 11,500 tons of beans through its specialized centers, reflecting an accelerated drive towards innovation and sustainability aimed at delivering a unique consumer experience.

Following this economic prelude, Ms. Katerina Borodich joined the studio to reveal the reason behind “Drinkt’s” choice of Dubai as the first point for its global expansion, with the chain already boasting 105 branches worldwide.

Katerina Borodich emphasized that this choice was no coincidence, but a strategic decision rooted in the city’s very nature: “Dubai is synonymous with innovation, and this perfectly aligns with Drinkt’s vision.” She noted that the Drinkt experience relies on digital solutions, allowing customers to order coffee via the app or digital kiosks, ensuring a smart and seamless experience.

She added: “Dubai is a city that encourages the adoption of innovation and sustainability and embraces new ideas. Its residents are always keen on modern experiences. It is also a global trade center, and its government has provided an excellent business environment. Therefore, Dubai is the best place to launch and develop our services.”

Katerina Borodich explained that there is “great harmony between Drinkt and Dubai” in speed, precision, and innovation, stressing that the city’s fast-paced and evolving nature, particularly in business centers, demands quality and quick delivery—a demand the digital model is designed to meet.

Regarding the target audience, the Drinkt CEO affirmed that the chain serves all age groups, and the digital transformation is not limited to attracting the youth who prefer contactless services.

Katerina Borodich further clarified: “The younger generation loves the digital approach, as they can order easily without speaking to anyone. As for the middle and older age groups, they often focus on customization, allowing them to modify ingredients, reduce calories, and adjust flavors via the app and smart cups. Few cafés offer this level of control. This makes our services suitable for broad segments, while maintaining the same quality, taste, and temperature.”

In response to a question about whether technology replaces employees, Katerina Borodich drew a clear line between automated efficiency and the human spirit: “Technology is supportive, but it does not replace people.” She stressed that the human element remains “an essential part of the experience,” and while digital solutions facilitate the process, the presence of staff is always vital.

Katerina Borodich concluded her discussion by asserting that coffee is not just a drink, but a “fixed element of stability” in a world full of volatility, noting that data shows some customers purchase the same drink hundreds of times, reflecting the depth of their connection to the experience. She added that Dubai is leading the growing expansion of the specialty coffee culture, serving as a crossroads between East and West and a cradle for integrating technology and identity.

Thus, the story of “Drinkt” in Dubai remains a living example that the future lies in integrating technology to deepen the human experience, not eliminate it, all within a framework of innovation that never ceases.

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