A new shop concept by DESITA and …ECOFFEE

I am glad to announce that DESITA is planning a shop concept for the new image of the Saadeddin pastry shops chain located in many states and cities of the Arabian peninsula, whose first restyling project has been planned for one of its Riyadh branches.

After having spent a couple of months briefing with the client in Italy and in Saudi Arabia and after having visited the shop location in Riyadh, we are now defining its layout following the client wishes and our already confirmed inputs about the sale process. The chain’s new brand image will be a young, fresh, trendy and European one.

The pastry shop project will be developed over an area of about 450 square meters and will include an innovative sale formula, for the Saudi habits, which we are sure will generate great interest and attention not limited to the Arab area only.

Thanks also to our fortnightly experience in the foodservice business, to our knowledge of the Arab culture and customer behavior and to the unlimited trust from our Client, we will merge the local traditions and habits into a new shop concept, designing innovative interiors and also a new way to intend the coffee shop area along the “single” (reserved to men only) and the “family” rooms areas.

It is in fact required in Saudi Arabia that food shops with catering facilities have specifically reserved entrances, men-only sitting rooms and other ones for women and families.

Furthermore, in agreement with the client, the concept is going to be developed following, where possible, the ECOFFEE guidelines as per the use of materials, equipment, products and sustainable solutions.

This important client has been collaborating with us for many years and his trust has always been rewarded allowing his company to be a trendsetter one in his area of business. His willingness to embrace sustainability in this new sales formula will grant him a sure competitive advantage. It is a honor for us to collaborate with such of farsighted and open minded client.

The combination of the new business formula and of the ECOFFEE guidelines applied to this first pastry shop will be next used in all the other chain branches, so that to make it a point of reference for the sustainability trend in a geographical area more and more sensitive to this issue.