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Filli Café looks to UAE expansion

Filli Café has announced that it will be expanding its reach across the UAE, with several new outlets opening in various locations including shopping malls.
Speaking to Khaleej Times in a phone interview, founder and CEO, Rafih Filli, said that the recent relocation of the Filli café in Mankhool to Al Hudaiba is the first of many big plans that the brand has for this year.
"It is a bit of an emotional moment for us, as Mankhool is the second outlet of the Filli brand since it's foundation. Nothing will be changed at the new outlet, and we'll still be serving up with same zeal and charm. We have plans to open 10 outlets by the end of this year," he said.
"Tea is something that has a way of bringing together people of all nationalities, and Filli is a brand beloved by almost everyone in the UAE. We are in talks with Majid Al Futtaim to open Filli Cafes in Matajer malls. We also have plans to open in Dubai Mall, in Deira City Centre, in Karama, in Discovery Gardens, at La Mer, and even in London."
Filli also noted that opening a Filli Cafe in malls is different compared to opening standalone outlets in other locations. He disclosed that the outlets in locations like Dubai Mall and La Mer will have slightly upscale offerings that cater to the residents of the area.
"We are looking at how the menu can be slightly different to reflect the culture of the location, however, all of the outlets will serve the same Filli tea that everybody loves. The only thing that we will be doing is updating some of our items and offerings."
He further disclosed that all the new locations will all have the signature warmth and ambiance of the current stores that are located across the UAE. "The signature branding and experience that people have come to associate with Filli Cafe will not be going anywhere. It is a great time for us and we are confident that this move will keep bringing us closer to our customers."
Filli Café is also set to expand across the Middle East and in India. Filli's current round of expansions and franchising starts with 42 stores across the globe. Many new franchises have been signed in for Afghanistan, Saudi Arabia, and Oman, as well as for two new stores in Bahrain. The brand also plans to open an R&D branch in Soho to learn more about the preferences of that market.
- rohma@khaleejtimes.com