Another Starbucks alternative. Good. (I’ve been promising myself to write a major Starbucks post but keep putting it off!). Anyway, yesterday I saw the Costa logo on the facade of the Mecca Mall extension. Costa is a UK based brand that was started by two brothers of Italian background in 1971. I actually like Costa’s brand a lot. It’s not as powerful as Starbucks’, but it is a strong contender in the market.
Let’s see how long it will take the other players in the region to come to Jordan: The Californian The Coffee Bean and Tea Leaf and Canadian Second Cup. Let the coffee war begin..
I wonder how the local coffee houses will respond. Flavours and Blue Fig come to mind. Blue Fig’s main Abdoun branch definitely has a unique architecture and atmosphere (not to mention a bar) and a legacy of customers, but I am not so sure about the viability of their Mecca Mall presence. Flavours (flavours.jo domain is registered but, alas, no web site!) has been going into all kinds of different directions with it’s brand (cinnamon rolls, pizza, etc). So really, there are no strong coffee oriented local brand names in the market. This leave the market open for strong global coffee retailing brands.
Starbucks seem to be doing well and already have 5 outlets (2 in the airport, Sweifieh, Abdoun and Mecca Mall). The more focused coffee contenders now also include Barnie’s (a US-based chain).
I am sure that the ‘Struggle Against Globalization and Capitalism Society’ will not be happy about all of this . But I have a word of consolation for them: Tche Tche, a Jordanian brand of cafes (with some leftist branding?), has opened a number of branches around the region (most recently Oman).
And as a wise man once said:
“If the world invades us with its gourmet lattes, we’ll invade it with our hubbly bubbly”
Read these related posts on 360east:
- Disregard for public safety at Mecca Mall
- Amman’s snow hides the mess :)
- Hollywood and holy sites: Vernacular branding, vernacular culture
- Overhearing people at a Costa cafe in Doha
- How watwet works.. (hint: it’s also FREE!)
Bookmark this post on your favorite bookmarking service