Specialty Coffee in Saudi Arabia: 12 Cups Interview

Ryan: You’ve told me that you first discovered specialty coffee not in Saudi Arabia, but while attending school in Portland, Oregon. How did your view of coffee change after that experience?

Bader: I was shocked that the culture of coffee is not just to pour a black coffee in your house. I started visiting different coffee shops and exploring this market where each place had its own signature and people. The communication between the barista and the customer is beyond just serving a coffee. There were questions like where did the coffee come from? What is the processing method? How did it arrive at our business and how was it roasted? Who is the producer and what are the varieties? And so on. I realized there are people focused on the business to make not just money, but also to make a good experience for the customer to try. They are trying to invent new ways of growing and treating coffee and finding better quality flavors as well.

Ryan: What is your approach to recommending Synesso equipment to your customers? Is it all about quality and technology, or is there something else that makes us stand out? 

Bader: I believe the S-Series is one of the best machines we have bought from Synesso. Cafe owners like its unique design and lower height. It’s more accessible to the barista to see the customer and to engage him in conversation while making his coffee. The S200 and S300 will be the future of Synesso in Saudi Arabia, I think. They are more convenient and accessible pricewise for the market while offering similar features compared to the other machines we have.

Ryan: What are some trends unique to Saudi Arabia that might explain the growing popularity of quality coffee? 

Bader: People in Saudi Arabia see coffee businesses as a good investment because it’s not a big investment. In fact, the government will give you a five-year loan of $80,000 to start up and grow your business. We see interest from the middle class, youth, as well as rich people in opening their own cafes. They’re also interested in trying to build an experience and an environment for their communities. I think the cafe space is a great opportunity to do that. We find Saudi cafe owners in their shops managing day-to-day operations and engaging people in conversations because they know specialty coffee is all about the people. It’s not similar to Arabic coffee but it’s something that people often prefer.

Ryan: That’s very interesting. For the sake of all of us unfamiliar with Saudi Arabia, could you describe what Arabic coffee is?

Bader: Arabic coffee is green coffee we have roasted to a light roast, when it changes from green to a dark yellow but not before first crack. We want it to be yellow or a little bit tan, and we call it shuqara’ in Saudi which means blonde. Saudis avoid overcooking the coffee because we think it’s cooking the caffeine out! After roasting, we then grind the coffee and add flavors to it like cardamom, cloves, saffron, or ginger to give it flavor. Families in different regions will have their own recipes to prepare Arabic coffee. In our house, for example, we grind it then cook it in a pot for 45 minutes before we serve it. We add our desired flavors or spices and then serve it in a traditional Arabic coffee pot.

Thank you for taking the time to catch up with us, Bader! For more information about 12 Cups and the Synesso services they offer in Saudi Arabia, visit their website https://www.12cups.com.sa and follow them on Instagram, Facebook, and Twitter to keep up with their latest projects.