Tuesday, May 9, 2017

Najjar - on changing positioning towards millennials

Najjar Raqwa - with Raqwa meaning the designated pot in which Arabic/Turkish coffee is made - is now a Nespresso-like machine to do instant coffee. You might remember the blue mug vs red mug debacle earlier, with obviously Najjar trying to hit on the new generation of Millennials for whom "coffee" is Nescafe (a rose by any other name and all that....) . Truth be told, we have one of those Najjar Caferama machines at university and whereas Cappuccino, Mochaccino and whatnot taste the same, the machine prepares excellent Arabic coffee, so if this is an indicator, well Raqwa should be a hit!