Cafe Culture Supplement - Gulf News Central Perk

1. What is your opinion about the cafe culture in the UAE? Can you tell me a little bit about your outlet, is it's theme from 'Friends' attracting more customers?

Café culture in the UAE is an important part of daily lives and is often considered as a social activity. The UAE is a melting pot of cultural backgrounds and this is often reflected across the various coffee outlets. Both local and international cafes can be found across the UAE with certain themed cafes attracting specific demographic of customers. Cafes serving shisha's are mostly popular amongst the people from the Middle East while other themed franchise cafés are popular amongst expats and some national. Central Perk is a stylish café and is known for its atmosphere, often called as "extended living room", central Perk serves quality coffee and freshly prepared sandwiches and salads using the freshest and healthiest ingredients in the food. Quality is of paramount at Central Perk, therefore great care to provide customers with personalized service and friendly ambience continues to be a driving force of the outlet. We are continually seeking ways to drive excellence to new levels thus achieving unique consumer experience.

Being an outlet from the Friends series has made Central Perk a recognisable brand and often sees great number of new customers wanting to experience the culture of this brand.

2. How has the concept of a cafe changed over the years? E.g. cafes have to compete with restaurants, therefore have to have a better ambience, Great-tasting menu, etc...

Over the years, Dubai has witnessed a growing number of new-comers into the market, both franchised brands and local coffee houses gaining a wider spread. With this increase, the competition level has also gained momentum as individual players compete for market share. This growth has certainly driven the industry to develop more offerings within the themed cafes however, while coffee continues to be the main offering, cafes are now adding a lot more to their cuisine and menus. The change in this trend may be considered as competition to restaurant however that is far from the truth. Consumers go to coffee houses primarily for coffee and the casual, comfortable setting. The ambience plays a major role and that is why at Central Perk, we have designed the outlet to reflect the extenuation of a living room offering diners cosy environment where they can relax and enjoy their coffee.

3. Do you have or plan to introduce wi-fi access in your outlets? Does this facility add to your business?

1. Central Perk offers unlimited free wi-fi access to all of its customers. Diners to the outlet are allowed password to access this facility while working from the outlet. This additional service adds value to the success of the business module as it allows the outlet to diversify its consumer base. Central Perk is an extension of ones living room and by offering services such as this it adds comfort and leisure to its outlet.

4. Have coffee shops become places of business as well as leisure because of wi-fi access? What are the other facilities you offer customers to attract them?

1. Coffee shops are certainly undergoing major trend change. Transforming from traditional coffee houses, they are becoming business hubs as more people opt to work outside their office environment. The wi-fi facilities available at cafes ensure that customers stay connected to the office while enjoying their favourite coffee. At Central Perk, we ensure that our corporate consumers continue to stay connected to their offices through this service. Additionally, we provide all major daily newspapers and magazines as well as TV and projector should a large group wish to hold a presentation at the outlet. Of course the background music adds to the ambience of a work space.

5. What is the general profile of your customers? Do you have more expat or local clients?

1. Central Perk attracts customers from different demographic and ethnic groups. While the mornings are dominated by older clientele, mostly expat women who meet in small groups to catch up on their activities, the evenings cater to mostly younger groups. The clientele is not however dominated by an individual category of consumers. Expat and national diners make the base of the customers of Central Perk, the clientele range from middle to upper class, both young and old. Due to the popularity of the outlet through the Friends series, Central Perk also gains tremendous interest from tourists who visit the outlet as part of their memorable Dubai adventure.

6. Is coffee drinking a popular activity in the UAE?

A. Coffee drinking is a traditional pastime in the Middle East. It is considered a cultural heritage with social significance; therefore this is not a new trend. Over coffee, people socialise on daily basis, whether its business or pleasure. In homes or at cafes, coffee drinking is a form of extended hospitality to guests and friends.