Dubai: In an over-saturated beverage market, Mehrdad Farhadi, chief executive of Planet Five General Trading, has set out to introduce a new concept. Looking to the US for inspiration, Farhadi latched on to the idea of "coffee on wheels" and has brought the US-based Bearclaw Coffee, a portable coffee shop, to the UAE.
"There are hundreds of different coffee shops here of different nationalities and franchises. When sourcing a business, we thought that if we did not have a unique idea we would not make it," says Farhadi.
The entrepreneur wants to target the increasing number of outdoor events on the UAE's calendar and the number of construction sites that have no coffee shops nearby.
"A mobile unit can easily go to the beach or to the desert. There are a lot of events happening here all the time — concerts, fashion shows, exhibitions... There are also a lot of towers being built in Dubai where retail outlets have not yet been developed. People working there will need coffee at some point and instead of coming to us, we will go to them," Farhadi told Gulf News.
The initial few months will be a process of trial and error as to which locations work best for the business and concept. The vans which come in two shapes and sizes will serve all the coffee shop regulars such as mocha, latte, expresso, cappuccino and chai along with smoothies, pastries, bagels and doughnuts.
The fledgling company is currently in talks with the municipality for permission to sell at different locations around Dubai and, according to Farhadi, has so far received a good response.
Bearclaw was founded by an American couple whose itchy feet led them to build mobile coffee units that would ensure they would be able to take the business with them wherever they travelled. Now the company has grown to include cabins, kiosks and coffee shops with a presence in 18 cities in the US as well as a newly launched franchise in Cambodia.
The image and branding of Bearclaw Coffee comes from an inspiring close encounter the owner, Debi Scroggins, had with a bear on a trip to Canada. The proximity of the bear and its natural beauty and strength awed her into making it the face of the company.
Farhadi is looking to officially launch the van this month. As the concept gains recognition and popularity, Farhadi wants to expand his operation to ten vans in Dubai and at least two or three in the different emirates. Eventually, he wants to be present in other GCC countries such as Bahrain and Qatar as well.
A springboard for Iranians
Mehrdad Farhadi wants to use his mobile coffee business as a springboard for Iranians who want to migrate to the US on an E-2, or investor visa. An E-allows a non-US national to enter and work in the US based on an investment the individual has purchased and will be running in the US.
US economic sanctions against their country prevent Iranians from doing business in America, but the E-2 visa gives budding entrepreneurs from ‘treaty nations' such as Iran a chance to start a business and make a living on US soil.
"If they purchase one of these vans it will cost them $150,000 (Dh550,860) and an additional $30,000 for legal fees. With the business they are eligible for an E-2 visa for a family which gives you a permit and trade licence to work in the US for three years," says Farhadi.
