In an important meeting considered a turning point in the process of the thriving Saudi coffee culture, Mohammed Al-Zain, CEO of Barnes Coffee, led a central meeting for franchisees in Jeddah, during which he brought together representatives from various parts of the Kingdom. The two-day event featured rich educational presentations, in-depth discussions, and valuable networking opportunities, highlighting Barnes Café’s commitment to strengthening its franchise network and demonstrating its strategic vision for the future.
The event opened with a private tour of the coffee factory, which provided participants with an insight into the coffee production process from start to finish. Through it, franchisees have gained a deep understanding of the processes that contribute to bringing out Barnes Café’s distinct flavors and aromas.
The second day of the event included in-depth discussions moderated by Barnes’ leadership team, where they presented a comprehensive overview of the company’s current situation and future plans. Department heads shared data and initiatives that are making a significant impact on the development of the brand. The program also witnessed contributions from guest speakers who touched on topics related to the coffee industry, which promoted a culture of continuous learning and development among attendees.
The Barnes Franchise Awards ceremony was among the highlights of the meeting, honoring the outstanding achievements of franchise operators. These awards not only provided recognition for their exceptional contributions, but were also a motivational tool for the entire Barnes Café network.
These meetings come at a time when the Kingdom of Saudi Arabia is witnessing a remarkable renaissance in coffee culture. Over the past decade, the Kingdom has witnessed an increase in the number of specialty coffee shops and an increased appreciation for artisanal coffee. Mohammed Al-Zein declared the Kingdom as the Coffee Capital of the Middle East, reflecting the rapid development of coffee culture in the Kingdom and its emerging role as a global hub for coffee lovers.
This cultural shift is rooted in the Saudi tradition of hospitality toward coffee. Traditional Arabic coffee, known as “qahwa,” is a symbol of warmth and generosity in Saudi society and an essential part of welcoming guests.
Furthermore, the Saudi Coffee Company, with support from the Public Investment Fund, is investing heavily in the national coffee industry, with the aim of boosting production and consumption. The government is focusing on developing Arabica coffee production in the Jazan region, as evidenced by a clear commitment.
It is noteworthy that Barnes Coffee, which was founded in 1992 by Muhammad Zain, has succeeded and achieved significant growth and adopted a successful franchise model. Today, Barnes celebrates more than 650 branches, including more than 150 wholly owned by Al Amjad Group, reflecting its position as a leading coffee trading company in the Kingdom of Saudi Arabia.
As the Kingdom continues to strengthen its position as a major player in the coffee arena, both locally and globally, the future appears promising for the coffee scene in the Kingdom. 2022 saw a significant increase in the number of branded coffee shops in Saudi Arabia, indicating the country’s growing influence in the Middle East coffee market.
