Cilantro Cafe Going International
Cilantro Café from Egypt to International Market
Table of Contents:
1. Introduction (Cilantro’s History)………...……........………….……… Page 3
2. Cilantro’s Current Situation…………………………………….……. Page 4
3. Cilantro’s Objectives and Strategies………………..………….....… Page 5
4. Cilantro Going International……………………...…..……...……...…Page 6
5. Cilantro’s Strengths and Weaknesses…………………...………… Page 9
6. Conclusion……………………………………………..……..……… Page 11
7. Recommendations…………………..…….………………...…………Page 11
References…………………………………………..….…..…………. Page 12
1- Cilantro’s History:
In 2000, Cilantro was originally established by creative young entrepreneurs Maher Maksoud and Nader Lahzee. The first store was a quaint and cozy little shop in Zamalek, Cairo, the store catered to a wide variety of customers ranging from the foreign expatriates to the sophisticated cultured intelligentsia of the Egyptian society and up to school and college students.
The popularity of the store had encouraged its founders to open its second store in a strategic location in Downtown Cairo directly across the street from the American University in Cairo (AUC).
Cilantro ventured its third store with the opening of City Stars mall, it was the first café to open in the mall and was able to gain excellent recognition and captured a wide market base. Its success in Cairo has allowed its owners to contract for a prime location in Alexandria City Center, and thus start its first operation outside Cairo serving the coastal Alexandrian market in the second largest market in Egypt.
By 2004, Cilantro had 8 successful stores and very strong brand awareness in Egyptian market; it has been able to meet competition from international chains like Costa Café.
In 2005, Delicious Inc. has been acquired by group Energya El Sewedy. Mr. Hesham Helal El Sewedy had bid against Starbucks for the acquisition of the chain and he won the bid for a rumored LE 40 million.
In 2006, Cilantro had 21 locations throughout Cairo,
Table of Contents:
1. Introduction (Cilantro’s History)………...……........………….……… Page 3
2. Cilantro’s Current Situation…………………………………….……. Page 4
3. Cilantro’s Objectives and Strategies………………..………….....… Page 5
4. Cilantro Going International……………………...…..……...……...…Page 6
5. Cilantro’s Strengths and Weaknesses…………………...………… Page 9
6. Conclusion……………………………………………..……..……… Page 11
7. Recommendations…………………..…….………………...…………Page 11
References…………………………………………..….…..…………. Page 12
1- Cilantro’s History:
In 2000, Cilantro was originally established by creative young entrepreneurs Maher Maksoud and Nader Lahzee. The first store was a quaint and cozy little shop in Zamalek, Cairo, the store catered to a wide variety of customers ranging from the foreign expatriates to the sophisticated cultured intelligentsia of the Egyptian society and up to school and college students.
The popularity of the store had encouraged its founders to open its second store in a strategic location in Downtown Cairo directly across the street from the American University in Cairo (AUC).
Cilantro ventured its third store with the opening of City Stars mall, it was the first café to open in the mall and was able to gain excellent recognition and captured a wide market base. Its success in Cairo has allowed its owners to contract for a prime location in Alexandria City Center, and thus start its first operation outside Cairo serving the coastal Alexandrian market in the second largest market in Egypt.
By 2004, Cilantro had 8 successful stores and very strong brand awareness in Egyptian market; it has been able to meet competition from international chains like Costa Café.
In 2005, Delicious Inc. has been acquired by group Energya El Sewedy. Mr. Hesham Helal El Sewedy had bid against Starbucks for the acquisition of the chain and he won the bid for a rumored LE 40 million.
In 2006, Cilantro had 21 locations throughout Cairo,
References: - Interview with Mrs. Nadin Bashir – Cilantro’s General Manager. - Textbook. - http://www.cilantro-cafe.com/ - http://www.businesstodayegypt.com/article.aspx?ArticleID=6820 - http://www.london-insider.co.uk/2010/02/review-cilantro-cafe-piccadilly-refreshing-new-concept/ - http://www.skyscrapercity.com/showthread.php?t=950740 - http://www.nationmaster.com/graph/eco_gdp_percap-economy-gdp-per-capita