The mission of the Italian coffee brand Trucillo is to spread an authentic culture of coffee, through the quality of the product and the sharing of know-how. It is present in 40 countries, a global market from which it derives 60% of its turnover. Now the company is to further strengthen its presence in Dubai. The second Caffè Trucillo in the capital of the Arab Emirates has opened its doors in the headquarters of DWTC – Dubai World Trade Center.
This new opening in Dubai follows the first one in Al Seef, the cultural and economic heart of the country, and is part of a broader plan launched in 2019 together with Arabian Horeca. The latter is the company of Mohamed Hareb Al Otaiba’s MHAO group, specifically dedicated to the development of F&B in out-of-home consumption with high-quality products and new concepts, as well as innovative technological solutions and integrated services. The goal of this local partner is to give a clear indication of brand understanding, loyalty and appeal to a niche clientele. This is why it has already introduced several international premium brands in the Emirates and in other Gulf states.
THE STRATEGY OF TRUCILLO
High quality and direct control of the entire production chain, from the bean to the cup, innovation, and transparent communication are the ingredients of Trucillo’s #trueitaliano concept, which is particularly popular abroad. “This is the approach that has allowed us to be present with our product in prestigious locations, both on our territory and abroad,” says Antonia Trucillo, marketing manager of the Italian coffee company.
The development project of the Trucillo coffee shop chain in Dubai has been slowed down by the pandemic, but by the end of the year work will begin on the opening of three new points of sale in as many exclusive locations: the luxurious South Village residential park with its 18-hole golf course; along Sheikh Zayed Road, one of the most scenic roads in Dubai, parallel to the coast and dotted with tall skyscrapers; and on Sheikh Mohammed bin Rashid Boulevard, the avenue that surrounds the downtown area characterized by the famous Burj Khalifa tower.