Dubai – Ali Alzakary
In the thriving landscape of specialty coffee in the UAE, the name Saeed Rashid Al Baloushi stands out as a young entrepreneur who turned his passion for coffee into an inspiring success story. From founding El Matador Coffee Roasters to launching Lama Café, his path was anything but easy. Licensing hurdles, high rental costs, and the volatility of global coffee prices all tested his resolve. Yet through determination and vision, he has built an authentic Emirati experience with a clear identity and uncompromising quality.
In this interview, Al Baloushi shares the lessons of his beginnings, the challenges he overcame, his vision for the future, and his perspective on sustainability—which he believes is no longer an option, but a necessity in the coffee industry.
What inspired you to enter the world of coffee? How did the idea first begin?
Coffee, for me, was never just a drink—it was passion and identity. I realized that cafés were not merely places to consume coffee but spaces for connection and creativity. I wanted to be part of this journey, offering specialty coffee that carries my personal imprint from the UAE to the world.
Before opening your first venture, what do you wish someone had told you about the UAE coffee market?
I wish someone had warned me about how fierce the competition is. The market doesn’t forgive those who enter without a clear plan or differentiation. Quality alone is not enough—you need a strong identity, a well-trained team, and smart marketing.
What were the biggest administrative or financial challenges you faced at the start?
One of the toughest challenges was obtaining the necessary licenses and choosing the right location. Financially, managing cash flow in the early months was a true test, especially with the high costs of rent and equipment.
Did being an Emirati entrepreneur give you certain advantages, or did you encounter unexpected obstacles?
Being Emirati gave me some facilitation in accessing government offices and permits. But ultimately, the market itself presents challenges that do not distinguish between locals or others: competition, costs, and winning customer trust.
How did you succeed in building a unique identity for ‘El Matador’ and ‘Lama Café’ in such a competitive market?
With El Matador, it was about passion and strength in roasting. Lama Café, on the other hand, carries a playful, modern identity. The most important thing is that customers can feel the difference as soon as they enter.
In your view, what matters more for a café’s success: the brand identity or the quality of the product?
Both are essential. Quality attracts the customer the first time, but it is the brand identity that makes them come back. Without quality, you lose credibility; without a strong brand, you disappear in the crowd.
How do you approach hiring, especially when it comes to professional baristas? Do you find enough talent locally?
I always look for passion before experience. Training is important, of course, but a barista who truly loves and believes in coffee is the one who makes the real difference. The local market has good talent, but sometimes you need to bring in professionals from abroad.
What advice would you give to young Emiratis or entrepreneurs thinking about opening their first café?
Start small and test your idea before investing large sums. Build a strong team, and don’t just copy an existing concept. Add your personal touch—that is what will set you apart.
Where do you see your brands five years from now? How do you expect the UAE coffee scene to evolve?
I see both El Matador and Lama Café expanding locally and internationally. My goal is to see an Emirati brand with a solid presence in the global coffee industry.
If you were to start all over again, what would you do differently?
I would focus more on digital marketing from the very beginning and build a stronger network of partners and suppliers faster.
Global coffee prices have been extremely volatile recently. How do you view these fluctuations, and do they directly affect your operations as a roastery and café in the UAE?
The fluctuations are very real, and they do affect us as a roastery. However, diversifying sources of green coffee and long-term planning help absorb these shocks.
What is your perspective on recent trade measures, such as tariffs imposed on coffee imports from Brazil? Do you see such policies making supply chains more fragile?
Absolutely. These policies make supply chains more fragile. That’s why it is crucial to diversify sources and avoid reliance on a single origin.
From your perspective as an entrepreneur in the UAE, does the local market feel the impact of these global changes, or is there some protection and relative stability?
Yes, the market is affected—especially in pricing and sourcing. But the UAE’s high flexibility in imports and diversity of entry points offers a certain level of stability.
To what extent do you believe sustainability has become central to the future of coffee? Do you apply sustainable practices in El Matador or Lama Café?
Sustainability is no longer a choice; it is a necessity. At El Matador, we focus on direct relationships with farmers and on reducing waste in roasting and packaging.
Do you think UAE consumers are becoming more aware of issues like sustainability, fair trade, and the environmental impact of coffee?
Yes, very much so. Today, customers ask about the origin of beans, fair trade practices, and even the environmental footprint of coffee cups. This growing awareness is healthy and pushes us to be more transparent.
In the end, the journey of Saeed Rashid Al Baloushi is more than a business venture—it is a story of passion, perseverance, and vision. From El Matador to Lama, his path reflects the determination of a local entrepreneur with global ambitions, and his story continues to inspire others in the flourishing world of specialty coffee in the UAE.
