From Russia to Dubai: Albina Khamidullina’s Journey into the World of Coffee
In the ever-evolving world of coffee, where tradition intertwines with innovation, we meet Albina Khamidullina—a dynamic force bridging the art of marketing with the soulful essence of coffee. As the Head of Marketing at Drinkit Dubai, part of the renowned DODO Brands, Albina brings a fresh perspective to an industry steeped in culture and complexity. Her journey from the bustling world of FMCG and retail to the intricate, aromatic realm of coffee is nothing short of inspiring.
Through this dialogue, Albina invites us into her world—a world where technology enhances the coffee experience, sustainability is more than a buzzword, and specialty coffee becomes accessible to all. Let’s embark on a captivating journey with a professional who is not only reshaping the coffee industry but also redefining what it means to savor every cup.
You’ve transitioned from industries like FMCG and retail to the coffee world. What inspired you to explore the coffee industry, and how has this journey been so far?
Before entering FMCG and retail, I worked in the second-largest telecom company in Russia, managing the creation of new online sales channels. When I moved to Dubai, Drinkit (DODO Brands) reached out. Initially, I hadn’t considered the coffee industry but was drawn to DODO Brands for their corporate culture and innovation. Joining the Drinkit team revealed a rich and multifaceted coffee world I hadn’t imagined. Over the past 1.5 years, I’ve experienced a journey of constant learning, from understanding the complexities of coffee to appreciating how service plays an equally vital role.
Working with Drinkit, a digital coffee company, must be a unique experience. How has this role deepened your understanding of coffee and its industry dynamics?
At Drinkit, I oversee marketing, branding, and customer experience. Customer experience encompasses everything our guests interact with—from the ambiance and barista uniforms to the warmth of a coffee cup and the quality of the drink. The complexity of delivering excellent coffee alongside an exceptional experience has taught me the importance of staying attuned to industry trends and guest expectations, which are ever-evolving.
Drinkit operates at the intersection of coffee and technology. How does the company aim to redefine the coffee experience for its customers?
Our goal is to make the coffee experience seamless, so guests can focus on enjoying their drinks. Using technology like self-service kiosks, a dedicated app, and barista tracking systems, we eliminate order errors and reduce waiting times. These innovations allow guests to customize their drinks and preorder effortlessly while also lowering labor costs—enabling us to provide affordable, high-quality coffee.
What insights have you gained about customer preferences through Drinkit’s digital approach, and how do they reflect broader coffee industry trends?
Our app offers incredible insights into customer preferences. For example, over 45% of our drinks are customized, and healthier options are gaining popularity. Yet, classic drinks like cappuccinos remain the top choice, highlighting that while people enjoy creative options, quality classics are irreplaceable—a trend mirrored across the specialty coffee industry.
Specialty coffee has gained significant momentum worldwide. How do you see its growth evolving globally in the coming years?
I believe consumers are increasingly seeking quality coffee, and specialty coffee is becoming more accessible. To grow, specialty coffee shops need to appeal to a broader audience while maintaining high standards—something Drinkit embodies by offering premium coffee at affordable prices. As specialty coffee becomes more mainstream, commercial chains will also have to adapt, elevating their quality to stay competitive.
The UAE and GCC countries have become hubs for specialty coffee. What do you think makes this region so receptive to premium coffee experiences?
The GCC region values hospitality and a slower, more mindful way of living. This lifestyle aligns perfectly with the appreciation of high-quality coffee, enjoyed in moments shared with loved ones. The region’s culture fosters a deep respect for traditions, such as the ritualistic serving of Arabic coffee, which emphasizes quality and connection.
Russia, your home country, has been emerging as a player in the specialty coffee scene. How would you compare Russia’s coffee culture to what you’ve observed in the GCC or other regions?
In Russia’s major cities, specialty coffee has become the norm, replacing global chains with local specialty coffee brands. Consumers are highly educated about coffee, and I foresee a similar shift in the GCC, where accessible specialty coffee will gradually replace commercial alternatives.
Technology is transforming the coffee industry, from digital platforms to supply chain innovations. How do you think these advancements are shaping the future of coffee?
Technology simplifies coffee shop operations, enabling baristas to focus on crafting drinks and connecting with guests. At Drinkit, our systems optimize stock management, predict peak hours, and track preparation times, ultimately benefiting the guest with better quality and pricing. These innovations will make high-quality coffee more accessible, fueling competition and driving up industry standards.
How can companies like Drinkit and others use digital tools to strengthen the connection between producers and consumers, promoting sustainability and transparency?
Transparency is crucial, and our app communicates not only product descriptions but also details about ingredient sourcing and preparation. While we’ve taken steps like using recycled packaging and offering eco-friendly options, there’s much more to be done. Initiatives like Dubai’s plastic ban inspire us to contribute further to sustainability.
Coffee production is increasingly affected by climate change and other challenges. How do you think the industry can work together to address these issues?
Supporting small, ethical producers is key. While this may come at a higher cost, a collective industry shift toward ethical sourcing could significantly impact sustainability.
How important is it for companies in the coffee space—like Drinkit and others—to promote ethical sourcing and sustainability practices?
Education is pivotal. We inform guests about coffee quality, origins, and sustainable practices, earning their trust and loyalty. Normalizing sustainability within the industry and among consumers is essential for lasting change.
Coffee has become more than just a drink—it’s now part of people’s lifestyle. How do you see consumer trends shaping the coffee industry’s future?
Coffee’s versatility allows it to adapt to various lifestyles. Consumers increasingly seek personalized experiences, whether through drink customization or the ambiance of coffee shops. The industry is evolving to accommodate these preferences while remaining inclusive for all.
In regions like Dubai and Moscow, coffee culture is thriving. What unique trends or consumer preferences have you noticed in these markets?
Both markets show a growing preference for specialty coffee and customization. Coffee has become a form of self-expression, with trends like “coffee raves” illustrating its integration into diverse lifestyles.
As someone deeply involved in the coffee industry now, what excites you the most about its future?
The sense of community in the coffee industry is unparalleled. In Dubai, I’ve experienced immense support from peers, and I’m thrilled to contribute to its rapid growth and evolution.
If you could change one thing about how the global coffee industry operates, what would it be and why?
I wish ethical sourcing and sustainable practices were industry standards rather than marketing strategies. Fair labor conditions and environmentally friendly methods should be universal practices.
