Icons® Coffee Couture is a forward-thinking and health-conscious lifestyle coffee shop chain. They have been making headlines for many interesting reasons. This includes serving the world’s most expensive coffee, hosting the biggest dessert party and being awarded the chef of the month title by Caterer Middle East 2019. This vegan-friendly coffee shop has heads turning in the United Arab Emirates, Qatar, Saudi Arabia, Oman and Germany. In this interview with the Managing Director of Icons Coffee Couture -Elena Weber talks about her guilt-free cuisine. The German model turned entrepreneur knew exactly how to take her knowledge and invest it into a sustainable business venture.
It was our clear vision from the beginning to build Icons as a franchise in order to create a scalable brand that can impact lives and be expanded around the world.
I got inspired through my time as a fashion model and my desire for sweets and treats I couldn’t eat. During a trip to Argentina, I discovered stevia, which is a 100% natural and calorie-free sweetener. At that time it wasn’t well known and it gave me the inspiration for guilt-free sweets which became the heart of our Coffee Franchise Chain Icons.
The word ‘Icons’ is inspired by the belief that every human being is full of endless potential, dreams and possibilities to achieve the outstanding. Every customer of ours is an ‘Icon’. We are just here to empower your body and mind to achieve your dreams and ‘make life remarkable’.
‘Coffee Couture’ is inspired by the word Haute Couture and my background in the fashion industry and represents the lifestyle part of the concept and everything we do.
One of our main differentiation points is our focus on value for money. We provide organic, high-quality ingredients freshly prepared in store for the same price point as our ready-made competition which our customers can enjoy in our more extravagant looking cafe’s. On top, we emphasize on the latest health trends and have many options to suit different lifestyles such as sugar-free, gluten-free, low carb and vegan.
– Business Experience and Strong skills
– Financial Qualifications, depending on the franchise model
– Share our Vision, Lifestyle and Values
It depends if it is a single unit, area or master franchisee as well as the country. But usually between 6 months to 2 years.
One of the major challenges was in the beginning to find good locations. Especially when the brand name is still new, access to prime locations is difficult while it is one of the major success points. Location. Location. Location, no other word is repeated 3 times in almost every business book talking about F&B.
Finding great people to work with and wonderful Master Franchise Partners to make this journey remarkable.
With an excellent cup of coffee 😉
There are so many beautiful moments. And signing with WFA was a great moment, looking back on all the excellent Master Franchise partners we signed with through the network.
Being part of the daily coffee culture, not only in GCC but Europe and Asia. Spreading happiness and inspiration with each cup of coffee.
Focus on the system. It’s not about the best burger or the best coffee. A qualitative product is only the base! But the quality of your system will be one of the true challenges and success factors.
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