In 2018, Ali Al Ebrahim set out to revolutionize the coffee industry with a vision that would soon extend across the entire beverage sector. The global coffee market is valued at around $100 billion, and Ali recognized a massive opportunity to tap into this by merging cutting-edge technology with coffee, an industry deeply rooted in the Middle East’s history. His journey began with COFE, an app that allowed coffee enthusiasts to easily discover, order, and enjoy their favorite brews. Today, that vision has grown into a tech-powered platform that serves the broader $1.5 trillion beverage industry.
The Coffee Tech Vision
Ali’s first venture into entrepreneurship came from his background in tech, where he learned how digital solutions could simplify and elevate experiences. However, it wasn’t until he immersed himself in the coffee culture that he realized the industry lacked technological innovation. In the Middle East, coffee is more than a drink—it’s a cultural and social tradition, but the market wasn’t fully capitalizing on technology to enhance both consumer and business experiences.
This gap between heritage and modern technology led to the birth of COFE, a platform designed to streamline coffee operations while enhancing customer convenience. Through COFE, coffee shops could reach new customers and expand their business potential, while consumers enjoyed easy access to their favorite brews, with over 4.1 million app downloads and counting. What started as a solution for coffee soon expanded, laying the groundwork for a larger transformation of the beverage industry.
Beyond Coffee: Redefining the Beverage Industry
COFE’s success in transforming the coffee supply chain opened doors for expansion across the wider beverage industry, which, by 2024, was valued at over $1.5 trillion globally. Ali recognized that the same technological innovations applied not just to coffee but to beverages like tea, juices, and other drinks that faced similar challenges in reaching consumers. This realization propelled COFE from a coffee-centric platform into a comprehensive beverage solution provider, offering B2B services such as digital ordering systems, AI-powered customer insights, and data-driven solutions for cafes, restaurants, and corporate entities.
Today, COFE operates across key regional markets, including Kuwait, KSA, UAE, and Qatar, empowering beverage businesses of all sizes. The platform integrates taste, technology, and data while offering a vast selection of international products and equipment. With over 5,000 locations served and a dedicated team of regional experts, COFE ensures businesses have access to the tools they need to thrive.
As beverages become a growing segment on restaurant menus, COFE helps businesses create tailored programs that boost revenue. On average, improving a beverage program can increase sales by 15% and encourage repeat customer visits, directly benefiting the bottom line.
Merging Tradition with Tech
Ali’s vision has always been about more than just coffee; it’s about empowering the entire beverage industry to innovate while staying true to its roots. COFE Cloud, a state-of-the-art platform, enables businesses to build custom digital solutions, launch their own branded apps, manage operations, and connect directly with local producers. COFE Cloud also provides real-time data insights, helping businesses optimize their supply chain and enhance customer engagement. By offering a seamless, all-in-one solution, COFE Cloud has become an essential tool for businesses ranging from independent cafes to large hospitality chains, serving a total beverage ecosystem.
Additionally, COFE’s use of AI-driven systems—such as voice command ordering through Siri and Alexa—has further personalized the user experience, offering fast, intuitive service while ensuring businesses stay ahead of tech trends.
COFE’s commitment to sustainability also plays a crucial role in its success. Through its sustainability calculations, the platform helps businesses track and reduce their carbon footprint. By working directly with local producers and optimizing delivery systems, COFE ensures that businesses operate responsibly, all while improving efficiency.
Leading the Next Generation of Beverages
What started as a coffee-focused venture has grown into a powerhouse that now serves the entire beverage industry. Ali Al Ebrahim’s blend of technology, tradition, and sustainability has positioned COFE as a leader in the beverage sector, both regionally and globally. With plans to expand beyond the Middle East, COFE aims to continue setting new standards for how the beverage industry operates.
Ali’s journey demonstrates that innovation is about more than just launching a new product—it’s about transforming entire industries while staying true to the traditions that shape them. Through COFE, Ali has shown that even the most traditional sectors can embrace the future, driven by the right combination of technology and vision.
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