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 | |
| Company type | Private |
|---|---|
| Industry | Coffeehouse |
| Founded | 2004 (2004) |
| Founder | Rafih Filli |
| Headquarters | Business Tower, Office 1404 Burjuman, , |
| Website | fillicafe.com |
Filli Cafe is a Dubai-based international café chain specializing in tea, best known for its signature Zafran Tea. The brand operates multiple outlets across 15 countries, including the UAE, India, UK and the United States.[1][2]
History
The company was established in 2004 by Rafih Filli who took over a small, existing cafeteria. He rebranded the establishment as Filli Cafe. During the brand's early years, they introduced Zafran Tea, a saffron-based milk tea which became the company's most recognisable product.[3][4] By the mid-2010s, Filli Cafe had expanded into a multi-outlet chain across Dubai and other emirates.[2]
After establishing a presence in the UAE, Filli Cafe expanded into other GCC markets. In 2016, Filli Cafe opened its first outlet outside of the UAE in Qatar.[2] From the late 2010s onwards, the company announced entry to additional international markets, including India, Pakistan, Sri Lanka, the UK, Australia and the USA.[5][6][7][8]
The company operates through a hybrid model of company-owned stores (primarily in the UAE) and franchise partnerships for international markets.[9] The company's business expansion has been the subject of a teaching case study designed for use in graduate-level business courses. The study examines the company's challenges in scaling an ethnic culinary concept and maintaining brand equity during global franchising.[10][11]
Products
The brand's flagship product is Zafran Tea, a strong tea blend prepared with milk, sugar and saffron.[4] Some international franchise outlets of the brand also have food and beverage items tailored to local preferences on their menu.[12][13]
References
- ^ Ahmed, Afshan (2016-08-31). "Filli Cafe's cuppa is its recipe for success as it aims to overtake Starbucks". The National. Retrieved 2025-12-21.
- ^ a b c Lane, Mark (2025-03-26). "Interview: FiLLi Cafe Founder on kick-starting India airport market growth with Radiance Hospitality". Moodie Davitt Report. Retrieved 2025-12-23.
- ^ Dhanwani, Sapna (2021-01-26). "Filli cafe: A steaming success". Gulf News. Retrieved 2025-12-24.
- ^ a b Masudi, Faisal (2018-09-15). "Filli cafe: Addicted to that tea". Gulf News. Retrieved 2025-12-24.
- ^ Hariharan, Sindhu (2023-10-19). "UAE cafe opens outlet in city". The Times of India. ISSN 0971-8257. Retrieved 2025-12-24.
- ^ Porter, John (2024-10-28). "Trends in tea: Targeting a smaller market". The Caterer. Retrieved 2025-12-24.
- ^ Khan, Bushra (2025-03-14). "How a Hyderabadi is redefining the chai experience in Chicago". The Siasat Daily. Retrieved 2025-12-24.
- ^ "UAE's favorite Chai brand FiLLi arrives in Pakistan with Lahore opening - Islamabad Scene". Islamabad Scene. 2024-09-08. Retrieved 2025-12-25.
- ^ Sophia, Mary (2017-06-19). "After A Popular Home Run, UAE's Filli Cafe Is Going Global". Forbes ME. Retrieved 2025-12-24.
- ^ Khanzode, Kirti; Chandra, Geetanjali (2018-11-13). "FiLLi Café: Going Global". Harvard Business Impact. Retrieved 2025-12-24.
- ^ "Filli Café | Our Story". FiLLi DWC LLC. Retrieved 2025-12-25.
- ^ Rajan, Sangita (2023-10-20). "Dubai's Filli cafe makes its way to Chennai". The Hindu. ISSN 0971-751X. Retrieved 2025-12-24.
- ^ Mizan, Nusaiba. "Dubai chai brand to open Hillcroft location in time for late-night Ramadan visitors". Houston Chronicle. Archived from the original on 2025-08-07. Retrieved 2025-12-24.
