Katerina Borodich: Brewing a New Coffee Culture in Dubai—With Logic, Soul, and a Startup Spirit

Katerina Borodich calls herself “an engineer by education, a marketer at heart, and an entrepreneur in life.” That blend, as unusual as it sounds, has become the core philosophy behind Drinkit, one of Dubai’s fastest-growing coffee brands. In a market saturated with both international giants and high-end specialty players, Drinkit emerged with a different promise: to be the most reliable, uplifting, and digitally seamless coffee experience for the modern urban lifestyle.

In this exclusive interview with QahwaWorld, Katerina shares how her background across three countries shaped her leadership, how Drinkit scales without losing its soul, and why speed, empathy, and humility are her most trusted ingredients.

A Brand Built on Balance

“The combination of engineering and marketing taught me to build with both logic and emotion,” Katerina reflects. “Engineering gave me structure and problem-solving. Marketing gave me empathy and storytelling. But entrepreneurship — that taught me humility.”

It’s a defining principle at Drinkit, where every detail — from app design to how baristas greet customers — is guided by a dual commitment: clarity in systems, and warmth in relationships.

From Strategy to Reality

Before founding Drinkit, Katerina spent a decade building her career across the UAE, UK, and Russia. Each region left its imprint.

“Russia taught resilience. The UK taught systems. But the UAE taught me vision. Dubai doesn’t just welcome ambition — it demands it.”

Launching a physical F&B chain after a career in marketing wasn’t a small leap. It required a mindset shift — from crafting brand narratives to living them daily.

“In marketing, you can present ideas. In F&B, you embody them. There’s no hiding behind a slide deck. If something breaks or a guest walks away unhappy, it’s on you,” she says. “That level of accountability is intense — but it’s also empowering. You see results immediately. It’s humbling, but energizing.”

Finding the Gap Between Premium and Mass

Drinkit didn’t aim to become the most luxurious or trendiest café in town. Instead, it positioned itself to fill a noticeable gap between premium specialty cafés and large-scale global chains.

“When I moved to Dubai, I saw white space in the market — a brand that respected quality, but didn’t overcomplicate it. Something affordable, scalable, and rooted in consistency. We validated the idea with a single store, listened obsessively, and scaled step by step — one espresso shot at a time.”

Today, the brand operates eight locations across Dubai, with three more under construction.

Digital-First, Human Always

What sets Drinkit apart isn’t just the coffee — it’s how the entire experience is built for the digital age. With 99% of orders placed online, the app is more than a convenience — it’s the foundation of the business model.

“We begin every process by asking: ‘How would this work digitally?’ Whether it’s updating the menu, managing loyalty, or handling inventory, everything is optimized for clarity and speed on a screen,” Katerina explains.

But she’s quick to point out that digital-first doesn’t mean faceless.

“Even behind every click is a human being. Our baristas don’t waste time on manual entries. That time goes to eye contact, to answering questions, to making someone’s day a little better.”

Scaling with Purpose

Scaling a coffee brand in a fast-moving city like Dubai is no easy task. But what Drinkit has achieved is rare — six out of seven stores became operationally profitable by their second month. Monthly revenues average AED 143,500 per location, driven by strategic product mix, attention to throughput, and constant data-informed refinement.

“We treat every new store like a startup. We stay lean, test projections rigorously, and track every metric from day one,” she explains. “But we also invest in our team. We hire for heart, not just skill. We train for values, not just tasks.”

Katerina still visits stores weekly. She talks to baristas, tastes the product, and listens to feedback. “That closeness to the floor — it’s not negotiable. Culture doesn’t live in presentations. It lives in people.”

Data Meets Empathy

At the center of Drinkit’s success is data — not just for marketing and operations, but for understanding guest behavior.

“Data helps us listen better,” Katerina says. “We look at ordering patterns, time of day, pairings — then we ask why. Why is this breakfast item trending on Thursdays? Why does one area skip dessert?”

These insights inform everything from menu development to staffing. But it’s not all dashboards. Every member of Drinkit’s HQ team works a barista shift at least once a quarter.

“It keeps us grounded. It reminds us that behind every metric is a person.”

Designing for Better Workdays

As Drinkit opens its next round of locations, lessons from the earlier sites are being implemented — from smarter layouts to improved equipment investments.

“We’ve learned that quality costs money — and it’s worth it. Small design tweaks — a shelf in the right place, a smarter bin, a better flow behind the bar — they make a huge difference to our team. A better workday for baristas means a better experience for guests.”

Expansion on the Horizon

With three new stores under development and six franchise partners signed, Drinkit’s next chapter includes a regional footprint. Abu Dhabi and Sharjah are in focus, alongside product innovation — health-forward drinks, smarter food pairings, and a franchise network designed for long-term quality.

But growth isn’t the goal — impact is.

“We’re not here to chase trends. We’re here to build something that matters. Something sustainable. Something people trust.”

A Woman Leading with Action

As a female founder rapidly scaling a brand in the MENA region, Katerina brings a calm yet clear voice to the conversation about leadership.

“Yes, I’ve faced moments of doubt. Moments of being underestimated. But I don’t focus on that. I focus on the work. In the UAE, especially Dubai, people respect ambition. My advice? Don’t try to be louder — be better. And surround yourself with people who believe in you.”

What She Wishes She Knew Sooner

Looking back on her journey, Katerina offers one piece of advice for future founders:

“Done is better than perfect. Test, learn, adjust. Trust your gut — but bring a calculator. And take care of yourself. You’re the engine. If you burn out, nothing runs. Most of all, enjoy it. You’re not just building a company — you’re writing a story. One you’ll be proud to tell.”