Author: Qahwa World

A Significant Drop in Coffee Prices as Global Supply Pressures Ease

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Dubai – Qahwa World

Coffee futures recorded a broad decline on Tuesday, with both arabica and robusta ending the session lower as expectations for stronger global supply grew. The market reacted notably to the European Parliament’s decision to postpone enforcement of its deforestation regulation for one year, a move that keeps coffee shipments flowing from major producing regions in Africa, Indonesia and South America. This delay helped ease concerns about restricted supplies and contributed to the price drop.

Additional downward pressure came from Vietnam, where industry officials indicated that the new robusta harvest is progressing smoothly and exports are set to rise. Early-season dry weather has allowed farmers to speed up harvesting, adding to expectations of increased availability from the world’s largest robusta producer.

In Brazil, rainfall in Minas Gerais remained well below historical averages, a factor that continues to influence sentiment around arabica crops. At the same time, exchange-certified stocks monitored by ICE continue to decline. The reduction is partly attributed to lower U.S. imports of Brazilian coffee following recently imposed tariffs, which have led to a significant drawdown in warehouse inventories.

However, the market also weighed future supply expectations. A recent outlook suggested that Brazil could see a substantial increase in production for the 2026/27 season, particularly in arabica. Vietnam’s export performance has already strengthened this year, and early projections for the upcoming season indicate another increase if favorable weather persists.

Global export figures from the International Coffee Organization showed a slight fall in shipments for the current marketing year, providing some support to prices. Earlier in the season, Brazil’s crop agency also revised downward its estimates for arabica and total coffee output in 2025.

Long-term projections from the U.S. Department of Agriculture point to record global coffee production in 2025/26, driven primarily by robusta, while arabica may see a small decline. The agency also expects global ending stocks to grow compared with the previous year.

Portland Coffee Community Awaits Relief Despite Tariff Reversal

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Dubai – Qahwa World

Following the repeal of coffee tariffs imposed by the former U.S. administration, the specialty coffee scene in Portland, Oregon, has seen little immediate recovery, as high operational costs continue to pressure independent cafés and roasters.

Portland, often cited as a cornerstone of America’s coffee culture, is grappling with a steep rise in coffee prices, compounding financial strain on small businesses. Even with the official removal of the 10% reciprocal tariff—initially imposed in April—the lag time in the global supply chain means high costs will persist for months.

Laila Ghambari, who owns Guilder Coffee Company, highlighted the immediate pressure, noting that specialty coffee bags on their shelves retail for as much as $28.50. “That is a significant price point for a bag of coffee,” she stated, explaining that although the duty has been revoked, all inventory already imported into the U.S. remains subject to the prior tariff structure. For her business, this small duty added approximately fifty cents to the cost of each bag.

This tariff burden arrived amid an already turbulent market. Global coffee prices were already climbing due to intense demand for high-quality beans and severe weather events, such as crop-damaging frost in key growing regions. The U.S. retail price for 100% ground roast coffee reached a historic peak of $9.14 per pound in September, according to figures released by the Federal Reserve Bank of St. Louis—a stark contrast to the pre-pandemic average of just over $4.00 per pound in late 2019.

Christopher Hendon, a chemistry professor at the University of Oregon and a respected coffee industry analyst, suggested that the tariffs disproportionately affect small operators. While the slight cost increase may not deter the average consumer, he cautions that the tariffs threaten the viability of local establishments. “The consumer probably isn’t feeling a huge difference right now,” Hendon commented. “But they will certainly notice if their neighborhood café is forced to close its doors.”

For local roasters, the financial impact has been severe. Charlie Wicker, who runs Trail Head Coffee, described the toll the tariffs took on his roasting operation. He was forced to downsize his staff, reducing his workforce to just himself and one part-time employee. “The fact that we are still operating is solely a result of having some accumulated savings to keep the lights on,” Wicker shared.

The coffee supply chain, which often requires roasters and cafés to place orders many months in advance, means that economic recovery will be slow to materialize. Ghambari estimates that Guilder Coffee will not see its first shipment of genuinely tariff-free coffees arrive at their warehouse until February.

For business owners like Wicker, the eventual arrival of these lower-cost imports is crucial. The reversal of the duties represents a much-needed lifeline that will allow small businesses to reinvest and stabilize their operations in the coming year.

Nestlé Considers Selling Blue Bottle Coffee Stake

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Dubai – Qahwa World

Sources indicate that the Swiss food and beverage conglomerate, Nestlé, is exploring the sale of its interest in Blue Bottle Coffee. The company is reportedly working with investment bank Morgan Stanley to manage the potential transaction.

Background on the Investment

2017 Acquisition: Nestlé secured a majority 68% share in Blue Bottle Coffee in 2017 for an estimated $425 million. At the time, this deal valued the specialized US coffee group at $700 million.

Initial Strategy: Announcing the acquisition, Nestlé positioned Blue Bottle as a gateway into the fast-growing, ‘super-premium’ US coffee shop segment, intended to complement their existing portfolio of brands like Nescafé and Nespresso.

Current Operations: California-based Blue Bottle, founded by James Freeman in 2002, currently runs over 100 high-end cafés in markets including the US, Japan, South Korea, China, Hong Kong, and Singapore. The company continued to operate as a stand-alone entity after the majority acquisition.

Rationale for Potential Divestment

The reported move to divest Blue Bottle comes amidst several strategic shifts at Nestlé:

Efficiency Drive: The potential divestiture aligns with a broader efficiency drive by new CEO Philipp Navratil to streamline the company’s portfolio and deliver $3.8 billion (CHF 3$ billion) in savings by 2028, amidst slowing sales and rising cost pressures. The focus is reportedly shifting toward more scalable, global brands rather than niche physical retail operations.

Potential Discount: Three sources cited by Reuters suggest that the boutique coffee operator might be sold at a lower valuation than its 2017 purchase price, indicating the investment has not generated sufficient gains.

Operational Challenges: While Blue Bottle has nearly doubled its store count since the acquisition, the move to sell highlights the complexities of operating a high-cost, high-service café business that prioritizes the specialized experience (like hand-drip extraction) over the high-volume efficiency that large corporations typically seek.

Strategic Options and Future Focus

Partial Sale: One source mentioned Nestlé might pursue a partial sale, specifically offloading the physical café business while retaining Blue Bottle’s intellectual property (IP).

Leveraging the Brand: This strategy would allow the company to continue selling packaged Blue Bottle-branded products—such as wholebean coffee, ground coffee, and ready-to-drink (RTD) lines—mirroring the model of its lucrative Global Coffee Alliance with Starbucks. The $$7.1$ billion Starbucks deal, finalized a year after the Blue Bottle acquisition, grants Nestlé exclusive rights to market and distribute Starbucks-branded retail packaged coffee products outside of Starbucks’ own stores.

The re-evaluation of its coffee investments by Nestlé is part of a wider industry trend. Other major conglomerates, such as Coca-Cola (which is also reportedly reviewing its Costa Coffee chain) and JAB Holding Company (reducing its stake in JDE Peet’s), have also been adjusting their large-scale coffee strategies to focus on packaged products and core businesses.

Ethiopia Hosts First Cup Tasters Challenge, Marking a New Chapter for Its Coffee Community

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Addis Ababa – world×Buna Kura

Galani Coffee made history on December 1 by hosting Ethiopia’s first Cup Tasters Challenge, an event organized in partnership with the Iran Coffee Society and celebrated as a defining milestone for the country’s fast-growing specialty coffee scene.

The competition brought two global champions to Addis Ababa:
• Young Baek, World Cup Tasters Champion
• Taufan Mokoginta, World Roasting Champion

Their presence transformed the event into an intensive learning platform, where Ethiopia’s rising sensory talents received coaching, cupped side-by-side with champions, and gained exposure to world-class tasting standards.

Beyond the excitement of competition, the day symbolized something far greater — a meaningful connection between Ethiopia’s legacy as the birthplace of coffee and the expanding global culture of specialty coffee. The challenge underscored Ethiopia’s growing ambition to elevate its sensory professionals and strengthen its role at the forefront of the international coffee industry.

World Champion Alireza Rozeghzadeh Offers Specialized Coffee Roasting Course at South Roastery

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Sharjah – Qahwa World

South Roastery in Sharjah announced the hosting of the World Champion, Alireza Rozeghzadeh, the 2024 Turkey Coffee Roasting Champion and winner of the 8th position globally in the World Coffee Roasting Championship. Furthermore, he was among the top eight competitors globally in the 2025 World Brewers Cup (Pour-Over Coffee Preparation).

This hosting is part of the “Foundation Coffee Roasting Course – Specialty Coffee Association (SCA)”, a course directed at beginners and those wishing to understand the initial principles of the roasting world.

The course provides a comprehensive explanation of the stages of roasting, the changes in color and aroma, how to control heat and time, in addition to safety essentials and the method of using roasting equipment.

The course aims to build a strong knowledge base that helps the trainee understand the relationship between roasting and flavors, and prepares them to confidently transition to advanced levels.

South Roastery was established in Sharjah, UAE, in 2022 under Emirati and Saudi management. The roastery works to innovate and redefine the coffee experience through a blend of high craftsmanship and intense passion.

The roastery’s motto is “Smile, Roasted in Sharjah”, which is not just a phrase, but a reflection of the unique spirit it embodies, through which it aims to enrich the lives of everyone who shares this unique experience.

Brazil’s Expocacer Launches First Blockchain-Powered Coffee Auction

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Dubai – Qahwa World

The major Brazilian coffee cooperative Expocacer is taking a significant digital step by preparing to host its inaugural online auction on the new Coffee Chain trading platform. This event will offer roasters and importers worldwide access to highly traceable specialty coffee lots.

Auction Details and Focus
Scheduled for December 11-12, the online-only auction, branded “Essências by Expocacer,” will feature select lots from the cooperative’s Essências program. This initiative is designed to assist small and medium-sized members in developing and marketing higher-value specialty coffee.

The auction is open for registration to any entity or individual within the global القهوة industry, targeting roasters and importers internationally.

While official lot details and opening bids are pending release, promotional materials for Coffee Chain indicate a strong emphasis on high-scoring microlots sourced from the Cerrado Mineiro region. These lots are expected to come with extensive farm-level documentation and complete traceability.

The Coffee Chain Platform
This auction marks a key milestone in the deployment of Coffee Chain, a digital trading solution co-developed by Expocacer and the Brazilian technology firm AIDDA, which specializes in providing blockchain-based solutions for the agricultural sector.

The cooperative describes the custom-built system as a comprehensive tracker for production, inventory, and sales data, with every transaction and event securely logged on the blockchain. The platform also integrates certifications, verifies designation of origin, and provides tools to streamline contract negotiation and management for its users.

Initially unveiled at the 2025 Specialty Coffee Expo in Houston, the platform was presented as a transparent, direct e-commerce channel for trade. Expocacer currently backs the platform with logistics hubs established in the United States and the UK, enabling service to over 40 export markets globally.

Sandra Moraes, Expocacer’s Specialty Coffee Manager, emphasized the platform’s strategic importance, noting, “The significance and high competitiveness of the U.S. market motivated us to further advance the development of the Coffee Chain platform.” She added that the platform has demonstrated “consistent growth in its user base and sales volume, establishing itself as a valuable client solution.”

The cooperative is capitalizing on a successful year, having reported in November that it anticipates closing 2025 with approximately $545 million in revenue, a surge of about 58% compared to 2024. Foreign sales now account for more than half of its total revenue.

COT 2 Returns with Leading Coffee Professionals

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Kerchanshe Leads a Deep Dive into Ethiopia’s Coffee Cradle

Addis Ababa – Qahwa World

The Coffee Origins Trip (COT), the high-impact expedition that redefined origin transparency, is set to return for its second edition from December 7–12.

Hosted by the Kerchanshe Group —Ethiopia’s largest coffee exporter and a revolutionary force in value chain modernization—this year’s journey is positioned as a critical field study into the future resilience of Arabica coffee.

The six-day immersion is specifically designed for international buyers, roasters, and researchers tasked with navigating the global specialty sector’s most pressing challenges: climate volatility, increasing traceability demands, and sustaining genetic diversity. The expedition will move across the famed highlands of Arsi, Bale, West Arsi, Sidama, Guji, and Gedeo —terroirs that are the literal birthplace of the Coffea arabica species.

The Research Mission: From Forest Genetics to Global Cup

Unlike typical origin trips, the COT agenda is built around an intensive research and development framework. The first days will focus on ecological vulnerability and resilience, with participants engaging with forest experts in the Arsi and Bale highlands—areas essential to understanding Arabica’s ancestral ecology and the genetic resources needed to combat climate change.

Israel Degefa, Kerchanshe Group CEO and the mastermind behind the trip commented: “The goal is to connect the sensory experience in the cup directly to the environmental reality on the ground. This is about moving beyond transaction; it’s about co-investing in the stability of our most precious commodity.”

The itinerary then pivots to innovation, with on-site access to best-practice operations, offered by the host, including the modern processing standards at Worka and Debeka farms. A dedicated cupping session at a state-of-the-art coffee lab in Bule Hora will feature unreleased micro-lots and experimental processing profiles, giving buyers an early glimpse into Ethiopia’s evolving flavor portfolio ahead of the 2025 shipping cycle.

Traceability, Transparency, and Cultural Value

A major focus of COT is demonstrating the feasibility of end-to-end traceability in Ethiopia’s complex smallholder system. Walkthroughs of the Tore Washing Stations will showcase the latest advancements in drying systems and export preparation protocols, addressing the critical industry need for verifiable, farm-level transparency.

Crucially, the cultural component—highlighted by the traditional Buna Qalaa ceremony—is integrated to emphasize that cultural heritage is a non-negotiable value add for Ethiopia’s coffee. By weaving in community dialogue and storytelling, the host organization underscores that sustainability must encompass the social and historical narrative of the land and its people.

COT’s final session in Addis Ababa on December 12 is expected to transition into a closed-door discussion on potential collaborations, setting the tone for how international partners and the host organization, which supports millions of farmer livelihoods, can co-design a more resilient and rewarding specialty coffee supply chain.

Swedes’ Passion for Coffee Tops the List of Amazon Deforestation Drivers

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Dubai – Qahwa World

A new study shows that everyday purchasing habits in Europe directly influence the state of Brazil’s tropical forests, and in Sweden, coffee stands out as the main contributor. The country’s strong appetite for coffee has a larger impact on Amazon deforestation than its consumption of beef or soy.

Researchers from Chalmers University of Technology, the Stockholm Environment Institute and WWF produced an extensive analysis combining satellite imagery, agricultural output data and global consumption models. Their assessment provides one of the most detailed views to date of how consumer choices affect forest loss in the Amazon.

On the global level, cattle farming remains the primary force driving the destruction of Amazon forests, with pastures still expanding by around 1.4 million hectares every year. Degraded pastures are often converted into cropland instead of being restored. Soy production follows as another major cause, with 8.6 million hectares of forest lost between 2018 and 2022 due to beef and soy cultivation. Other crops competing for tropical forest land include rice, sorghum, palm oil, cocoa and coffee.

When researchers examined Sweden specifically, they found that coffee consumption had a greater impact on Amazon deforestation than the country’s consumption of beef or soy. In 2022 alone, Swedish coffee demand was linked to the loss of around 331 hectares of forest — the equivalent of 463 football fields. One of the authors explained that global discussions often highlight soy and livestock production, leaving the role of coffee less recognized.

Sweden ranks among the highest coffee-consuming nations in Europe, with an average of 12.3 kilograms per person per year. Several countries — including Lithuania, Estonia and Luxembourg — consume even more.

The study also found that the environmental impact varies significantly depending on the origin of the coffee beans. The European Union’s Deforestation Regulation (EUDR), intended to restrict products tied to forest destruction, was scheduled to take effect on 30 December 2025. However, the European Parliament decided to postpone its implementation by one year. A German MEP stressed that Europe’s demand for coffee, cocoa, beef and similar goods results in roughly 100 trees being cut or burned every minute and called for the regulation to be applied as soon as possible.

‘No Contract, No Coffee’: Bloomington Starbucks Workers Join National Strike

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Dubai – Qahwa World

The Starbucks on Indiana Avenue in Bloomington closed for most of Friday as workers joined a nationwide strike protesting the lack of a contract and stalled wage negotiations between Starbucks CEO Brian Niccol and the labor union Starbucks Workers United.

Barista and union member Eliza Ortiz said employees decided to strike after monitoring early national walkouts to see if management would return to the bargaining table. “If they wanted to come back to the bargaining table, our strike would have ended. But they haven’t, so we are escalating,” she said.

Starbucks Workers United, founded in 2021, now represents over 11,000 baristas in 550 stores nationwide. The Indiana Avenue store joined 120 other locations in the strike, which began with a nationwide walkout on Nov. 13 during Starbucks’ seasonal “Red Cup Day.” Bloomington’s other unionized Starbucks on State Road 46 did not participate, according to barista Annabelle Purkey.

National framework bargaining began in April 2024, but negotiations stalled after Starbucks rejected the union’s economic proposals in December 2024. The union criticized Starbucks’ counteroffer for failing to raise wages in the first year or address key issues. They subsequently filed a national unfair labor practice charge, accusing the company of failing to bargain in good faith.

About seven picketers arrived at Indiana Avenue at 8 a.m. Friday with signs reading “No Contract, No Coffee” and “Baristas on Strike!” Ortiz used a bullhorn to engage passing drivers, while members of the Bloomington chapter of the Democratic Socialists of America joined to support the protest.

The store closed roughly four hours after opening when employees did not show up. A sign on the door directed customers to other locations without mentioning the strike.

Starbucks spokesperson Jaci Anderson said the Nov. 13 walkout affected less than 1% of stores. “Partner engagement is up, turnover is nearly half the industry average, and we get more than 1 million job applications a year. Any agreement needs to reflect the reality that Starbucks offers the best job in retail,” she said.

Indiana Avenue employees filed a petition to unionize in June 2024 due to inconsistent scheduling and low wages. Ortiz said employees often faced reduced hours and struggled to cover rent, groceries, and medications. She added that after organizing locally with Workers United, the group plans to picket daily until management addresses their demands.

Why Brazil Is Turning to Robusta Over Arabica?

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Dubai – Qahwa World

Brazil, the largest producer of coffee globally, is gradually changing its approach to cultivation as climate change challenges traditional arabica crops. Rising temperatures, prolonged droughts, and increased disease pressure are encouraging more farmers to invest in robusta, a coffee variety that tolerates heat better and offers a stronger, more bitter flavor along with higher caffeine content.

The country’s main arabica-growing regions have experienced more frequent and severe droughts, reducing the resilience of this mild variety. While arabica remains Brazil’s primary export, robusta production has expanded rapidly, increasing by over 81% in the past decade, according to the U.S. Department of Agriculture.

Fernando Maximiliano, Coffee Market Intelligence Manager at StoneX, notes that robusta growth is primarily a response to climate-related losses in arabica, rather than a shift in consumer demand. Over the past three years, arabica production has increased by roughly 2–2.5% annually, while robusta has grown about 4.8% per year. This year, robusta production surged nearly 22%, marking a record harvest, reflecting its ability to withstand adverse weather and deliver profitable yields.

In hotter regions unsuitable for arabica, farmers are adopting strategies to grow robusta successfully, including planting coffee trees under the shade of native or other species to maintain soil moisture and protect the plants from heat. Jonatas Machado, commercial director of Café Apuí, emphasizes that such methods help maintain productivity and bean quality.

Although Vietnam remains the world’s top robusta producer, Brazil is closing the gap and may surpass it due to its structured supply chain. Robusta has higher caffeine and a stronger taste than arabica, but younger consumers tend to focus less on origin or roast notes, favoring personalized drinks with milk, syrups, and creamers that mask the flavor.

As coffee prices rise, robusta may become even more attractive to consumers. In Europe, the gap between arabica and robusta prices is expected to widen due to regulations requiring imported commodities to prove they do not come from recently deforested or degraded land; instant coffee, largely made from robusta, is exempt from these rules. Europe accounts for nearly half of global instant coffee revenue, according to Grand View Research.

Robusta’s growing popularity, high productivity, and improved quality have convinced an increasing number of Brazilian producers to invest in it. Alexsandro Teixeira, a researcher at the Brazilian Agricultural Research Corporation, notes that higher quality beans have enhanced consumer appeal and contributed to rising robusta prices.

Coffee Price Forecast in Russia for 2026

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Dubai – Qahwa World

Experts have warned that coffee prices in Russia could see a significant rise in 2026. Sergey Mitrofanov, Marketing Director at Svarshchitsa Ekaterina, explained the factors influencing coffee prices and why an increase is expected to continue.

Mitrofanov noted that the cost of coffee results from a long chain of processes, including crop yields in producing countries, climate risks, global demand, logistics, roasting, inflation, and currency fluctuations. Since the Russian market relies entirely on imports, the dollar exchange rate directly affects the final coffee price.

The expert highlighted that most of the global coffee volume is traded on international exchanges: Robusta on the London Intercontinental Exchange and Arabica on the ICE in New York. According to ICE data, coffee prices reached about $3.25 per pound ($7.15 per kilogram) in September 2025, one of the highest levels in recent years. Between September 2024 and September 2025, global coffee prices rose by roughly 25%.

Mitrofanov indicated that prices are expected to continue rising, with a projected increase of around 20% in 2026. He explained that changes on the exchanges affect retail prices with a delay, as most purchases are contracted 6–12 months in advance.

He also noted that a poor harvest in one country does not automatically mean a shortage, as supply can be compensated by neighboring countries. Specialty coffee roasters continue to seek alternative lots to maintain quality while balancing cost, keeping options open for the Russian market.

Mitrofanov added that other costs such as equipment, maintenance, and logistics are rising year by year, which adds additional pressure on coffee prices. However, he noted that the strengthening of the ruble in the first half of 2025 temporarily lowered retail prices, and the market outlook for 2026 will depend on multiple factors.

Earlier reports showed that Americano and Latte were the most purchased drinks in Russian stores. There were also statements from former U.S. President Donald Trump regarding plans to reduce coffee tariffs in global markets.

Matching Dubai’s Momentum: Drinkt Unveils Ultra-Personalized Digital Coffee Experience

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Dubai – Qahwa World

In a world accelerating at the rhythm of innovation, the cup of coffee remains an anchor of daily stability—that precious moment where the fragrance of tradition meets the speed of the digital age. From the heart of Dubai, the city where the pulse of creativity never ceases, a new revolution has ignited, redefining the consumer experience. It introduces the “Digital Café” concept as a leading model combining supreme quality with intelligent efficiency.

This profound transformation was the focus of a special interview hosted by the program Nabd Dubai (Dubai Pulse), presented by the accomplished anchor Raya Rammal, featuring Kateryna Borodych, the CEO of the famous digital café chain “Drinkt” for the Middle East and North Africa region.

The interview commenced with a report highlighting coffee’s crucial role as a driving force in the global economy. Coffee, which sustains over 25 million farmers, sees consumption exceeding two billion cups daily worldwide, with its annual revenues surpassing the $200 billion mark. While the global market size stands at $138 billion, forecasts suggest it will exceed $170 billion by 2030.

Regionally, the report confirmed that the coffee market in the Middle East and North Africa is valued at $11.5 billion, with expected growth exceeding 4% annually until 2030. Dubai shines in this landscape as a global hub for coffee trade, exporting between 15% and 18% of the world’s Arabica harvests and processing over 11,500 tons of beans through its specialized centers, reflecting an accelerated drive towards innovation and sustainability aimed at delivering a unique consumer experience.

Following this economic prelude, Ms. Katerina Borodich joined the studio to reveal the reason behind “Drinkt’s” choice of Dubai as the first point for its global expansion, with the chain already boasting 105 branches worldwide.

Katerina Borodich emphasized that this choice was no coincidence, but a strategic decision rooted in the city’s very nature: “Dubai is synonymous with innovation, and this perfectly aligns with Drinkt’s vision.” She noted that the Drinkt experience relies on digital solutions, allowing customers to order coffee via the app or digital kiosks, ensuring a smart and seamless experience.

She added: “Dubai is a city that encourages the adoption of innovation and sustainability and embraces new ideas. Its residents are always keen on modern experiences. It is also a global trade center, and its government has provided an excellent business environment. Therefore, Dubai is the best place to launch and develop our services.”

Katerina Borodich explained that there is “great harmony between Drinkt and Dubai” in speed, precision, and innovation, stressing that the city’s fast-paced and evolving nature, particularly in business centers, demands quality and quick delivery—a demand the digital model is designed to meet.

Regarding the target audience, the Drinkt CEO affirmed that the chain serves all age groups, and the digital transformation is not limited to attracting the youth who prefer contactless services.

Katerina Borodich further clarified: “The younger generation loves the digital approach, as they can order easily without speaking to anyone. As for the middle and older age groups, they often focus on customization, allowing them to modify ingredients, reduce calories, and adjust flavors via the app and smart cups. Few cafés offer this level of control. This makes our services suitable for broad segments, while maintaining the same quality, taste, and temperature.”

In response to a question about whether technology replaces employees, Katerina Borodich drew a clear line between automated efficiency and the human spirit: “Technology is supportive, but it does not replace people.” She stressed that the human element remains “an essential part of the experience,” and while digital solutions facilitate the process, the presence of staff is always vital.

Katerina Borodich concluded her discussion by asserting that coffee is not just a drink, but a “fixed element of stability” in a world full of volatility, noting that data shows some customers purchase the same drink hundreds of times, reflecting the depth of their connection to the experience. She added that Dubai is leading the growing expansion of the specialty coffee culture, serving as a crossroads between East and West and a cradle for integrating technology and identity.

Thus, the story of “Drinkt” in Dubai remains a living example that the future lies in integrating technology to deepen the human experience, not eliminate it, all within a framework of innovation that never ceases.