Dubai, UAE – January 20, 2024 (QW): In a groundbreaking venture, Pinnacle Group, a Kuwait-based conglomerate, has successfully brought the renowned Australian specialty coffee shop group and roastery, Toby’s Estate, to the Middle East. Tareq Alshaikh, co-founder and CEO of Pinnacle Group, shares insights into the entrepreneurial journey that led to the expansion of Toby’s Estate in the Gulf Cooperation Council (GCC) region, highlighting the brand’s tremendous potential in the Middle East and beyond.

Pinnacle Group’s Entrance into the Coffee Industry

Tareq Alshaikh’s inspiration to invest in the coffee industry stemmed from a deep-rooted entrepreneurial spirit instilled by his family. Growing up surrounded by successful entrepreneurs, Alshaikh developed a keen interest in the Australian specialty coffee culture, which redefined coffee as a nuanced and artisanal product. Recognizing the shortfalls in existing ‘second wave’ coffee brands dominating the Middle East, Pinnacle Group aimed to introduce the best and strongest brands to the region, leading to their strategic partnership with Toby’s Estate.

Attraction to Toby’s Estate Brand

The decision to invest in Toby’s Estate was motivated by the brand’s exceptional reputation for quality and commitment to sustainability. Witnessing the global acclaim of Toby’s Estate in Australia, Pinnacle Group saw an opportunity to introduce Middle Eastern coffee enthusiasts to the brand’s diverse and meticulously curated coffees. The Middle East’s growing coffee culture presented an ideal market for Toby’s Estate’s dedication to sourcing high-quality beans, fostering direct relationships with coffee farmers, and commitment to ethical and sustainable business practices.

Key Learnings from Building the Brand in the Middle East

Alshaikh emphasizes the importance of understanding and respecting local coffee culture, adapting the Toby’s Estate experience to complement existing preferences, and providing personalized customer engagement. Navigating distribution complexities underscored the significance of building strong local partnerships, understanding regulatory frameworks, and ensuring a consistent supply of high-quality coffee. Tailoring marketing approaches to resonate with diverse demographics and embracing sustainability and corporate social responsibility played crucial roles in building loyalty among Middle Eastern consumers.

Pinnacle Group’s Accelerated Growth Model for Toby’s Estate

The core strategy for accelerated growth revolves around emphasizing coffee quality, excellent customer service, a wellbeing-focused menu, beautifully designed spaces, strategic locations, and building a community around cafes. Innovation, including menu innovation, sustainability, and operational efficiency, sits at the heart of the strategy. The recently launched Toby’s Estate App, leveraging digital platforms for ordering and loyalty, has been a success in enhancing efficiency and convenience.

Future Strategies for Toby’s Estate

Toby’s Estate’s strategic foray into the Ready-to-Drink (RTD) coffee segment is pivotal for growth. The RTD range caters to on-the-go consumers, offering meticulously crafted cold brews and iced coffees. The establishment of a state-of-the-art roasting and manufacturing facility in Riyadh, Saudi Arabia, reflects the commitment to quality and expansion into new markets.

As Toby’s Estate continues to explore new horizons, the focus remains on cultivating a global community that shares a passion for exceptional coffee experiences. With an unwavering commitment to quality, sustainability, and innovation, Pinnacle Group is excited about the opportunities ahead and aims to solidify Toby’s Estate as a truly global and extraordinary coffee brand.

Tareq Alshaikh

Pinnacle Group Brews Success: Bringing Toby’s Estate to the Middle East