The Coffee & Food Co

M O B I L E C A F E C O N C E P T & S C A L E · S A U D I A R A B I A

The Coffee and Food Co

Created a specialty coffee mobile bar concept from scratch in Riyadh — from business strategy and menu development through fabrication oversight, staff training, and scale to 7 operating units.

7

Operating mobile bar units

25%+

Nett revenue achieved

From single

unit scaled to seven

Full

Concept-to-enterprise build

MOBILE CAFE CONCEPT & SCALE · SAUDI ARABIA

The Coffee and Food Co

Created a specialty coffee mobile bar concept from scratch in Riyadh — from business strategy and menu development through fabrication oversight, staff training, and scale to 7 operating units.

Seven

Operating mobile units

25%+

Nett revenue achieved

From one

unit scaled to seven

Full

Concept-to-enterprise build

CLIENT

The Coffee and Food Co

MARKET

Riyadh, Saudi Arabia

ENGAGEMENT TYPE

Coffee Business Consultancy

DURATION

November 2018 - February 2020

CORE PILLARS

Launch · Scale

CLIENT

The Coffee & Food Co

MARKET

Riyadh, Saudi Arabia

ENGAGEMENT TYPE

Coffee Business Consultancy

DURATION

Nov 2018 - Feb 2020

CORE PILLARS

Launch · Scale

THE CHALLENGE

Entering an emerging specialty coffee market with a differentiated concept

In late 2018, the Saudi Arabian specialty coffee market was in its early stages. The founder is decided to invest in the cafe industry, but not familiar how a business format can be scaled. Upon understanding the market, we saw an opportunity to bring high-quality, professionally prepared specialty coffee to events, corporate gatherings, and public spaces — using a mobile bar format that didn't yet exist in the market.

The challenge was multi-dimensional: the concept needed to be designed from scratch, the mobile bar needed to physically support professional espresso preparation, the menu had to cater to diverse event demographics, and the staff needed to be trained to international barista standards in a market where that talent pool was extremely limited.

Additionally, the business needed a coffee supply strategy. We identified an opportunity to import SlumberJack Coffee from Northern Ireland for market testing and distribution — bringing a unique product into the Saudi market.

Building a complete mobile café business from concept to operation

The approach was comprehensive: starting with market research and cafe market analysis, then moving through concept development, physical design, menu creation, supply chain establishment, staff training, and growth strategy.

"We didn't just consult on the coffee. We created the business model, designed the mobile bar, developed the menu, trained the team, and built the growth strategy that took the brand from one unit to seven."

The mobile bar design was a critical workstream. I worked directly with the fabricator to ensure the unit could support professional espresso brewing — proper water supply, electrical capacity, workflow ergonomics, and equipment placement — while maintaining the aesthetic standard required for various events and functions.

THE APPROACH

T H E C H A L L E N G E

Entering an emerging specialty coffee market with a differentiated concept

In late 2018, the Saudi Arabian specialty coffee market was in its early stages. The founder is decided to invest in the cafe industry, but not familiar how a business format can be scaled. Upon understanding the market, we saw an opportunity to bring high-quality, professionally prepared specialty coffee to events, corporate gatherings, and public spaces — using a mobile bar format that didn't yet exist in the market.

The challenge was multi-dimensional: the concept needed to be designed from scratch, the mobile bar needed to physically support professional espresso preparation, the menu had to cater to diverse event demographics, and the staff needed to be trained to international barista standards in a market where that talent pool was extremely limited.

Additionally, the business needed a coffee supply strategy. We identified an opportunity to import SlumberJack Coffee from Northern Ireland for market testing and distribution — bringing a unique product into the Saudi market.

Building a complete mobile café business from concept to operation

The approach was comprehensive: starting with market research and cafe market analysis, then moving through concept development, physical design, menu creation, supply chain establishment, staff training, and growth strategy.

"We didn't just consult on the coffee. We created the business model, designed the mobile bar, developed the menu, trained the team, and built the growth strategy that took the brand from one unit to seven."

The mobile bar design was a critical workstream. I worked directly with the fabricator to ensure the unit could support professional espresso brewing — proper water supply, electrical capacity, workflow ergonomics, and equipment placement — while maintaining the aesthetic standard required for various events and functions.

T H E A P P R O A C H

WORK-STREAMS

What the engagement covered

This was a concept-to-enterprise engagement, covering every dimension of building a coffee business from zero.

Market research & competitive positioning
Mobile café concept creation & business model
Mobile bar design & fabrication oversight
Menu creation for diverse event demographics
Recipe standardization & product costing
Professional barista training to international standards
Coffee bean importation (SlumberJack Coffee, N. Ireland)
B2B partnership & event collaboration development
Scale strategy from single unit to multi-unit operation
Brand positioning & USP development

What this engagement provided

The Coffee & Food Co demonstrated that entering an emerging market with the right concept, at the right time, with the right operational foundation can create outsized results. The key was not rushing to market — it was building every component properly before scaling.

The mobile bar format also proved that specialty coffee doesn't require a fixed location to succeed. With the right design, menu, training, and positioning, a mobile operation can deliver five-star quality coffee — and build a brand that commands premium pricing in a competitive market.

REFLECTION

W O R K S T R E A M S

What the engagement covered

This was a concept-to-enterprise engagement, covering every dimension of building a coffee business from zero.

Market research & competitive positioning
Mobile café concept creation & business model
Mobile bar design & fabrication oversight
Menu creation for diverse event demographics
Recipe standardization & product costing
Professional barista training to international standards
Coffee bean importation (SlumberJack Coffee, N. Ireland)
B2B partnership & event collaboration development
Scale strategy from single unit to multi-unit operation
Brand positioning & USP development

What this engagement provided

The Coffee & Food Co demonstrated that entering an emerging market with the right concept, at the right time, with the right operational foundation can create outsized results. The key was not rushing to market — it was building every component properly before scaling.

The mobile bar format also proved that specialty coffee doesn't require a fixed location to succeed. With the right design, menu, training, and positioning, a mobile operation can deliver five-star quality coffee — and build a brand that commands premium pricing in a competitive market.

R E F L E C T I O N