From one Dubai café to 13 countries: How AI is powering FiLLi Cafe’s rise
As FiLLi Cafe expanded beyond its home market, its legacy systems struggled to support the operational complexity of a multi-country business
10 February, 2026
TT
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FiLLi Cafe, one of the UAE’s most recognisable homegrown tea brands, is using AI-powered enterprise technology to support its rapid international expansion while maintaining operational consistency and financial discipline across markets.
By adopting Oracle NetSuite’s cloud-based enterprise resource planning (ERP) system, the brand has streamlined financial operations, optimised inventory management, and gained real-time visibility into its growing global footprint.
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Founded in 2004 as a single café in Dubai, FiLLi Cafe has evolved into a global hospitality brand operating in 13 countries, including the USA, Canada, the UK, Qatar, the UAE, Oman, Pakistan, India, Nepal, Sri Lanka, Mauritius, Seychelles, and Australia. Today, the brand operates 114 locations worldwide, offering its signature tea blends and café experience across diverse markets.
As FiLLi Cafe expanded beyond its home market, its legacy systems increasingly struggled to support the operational complexity of a multi-country, multi-model business. With a mix of company-owned, company-operated, franchise-owned, and franchise-operated outlets, the brand faced mounting challenges in standardisation, financial control, and real-time reporting.
Scaling beyond legacy systems
To build a scalable foundation for future growth, FiLLi Cafe consolidated its operations onto a single global platform by selecting Oracle NetSuite’s ERP system after a detailed evaluation.
“The remarkable growth of our brand across multiple countries presented operational complexities,” said Ahmed Hasanain, head of Information Technology at FiLLi Cafe. “NetSuite has helped us centralise our financial processes, automate key workflows, and gain real-time visibility into our operations. This has been instrumental in supporting our global expansion as it has enabled us to work productively with our franchisees and ensure we deliver the high-quality experience our customers expect.”
Before implementing NetSuite, leadership faced significant blind spots when attempting to track performance across regions and operating models. According to Hasanain, the challenge intensified as FiLLi Cafe scaled to more than 200 outlets across 11 operating countries while being registered in over 45 countries globally.
“Maintaining standardised and consistent operations became difficult,” Hasanain said. “We have franchise partners and a core internal team, and aligning everyone while protecting the brand’s perspective and impact was a major challenge. At the same time, we needed to ensure that franchise partners remained profitable.”
NetSuite’s real-time reporting and KPI tracking capabilities enabled FiLLi Cafe to monitor not only outlet growth, but also profitability, cash flow, and sustainability across its expanding footprint.
“It played a critical role in managing cash flow, the P&L, and the overall financial engine of the business,” Hasanain added.
Automating finance and accelerating decision-making
One of the most immediate benefits FiLLi Cafe realised after adopting NetSuite was the automation of its global financial operations. NetSuite’s financial management tools allowed the company to automate accounts payable and receivable processes, leading to faster month-end closes and improved cash flow management.
Before the implementation, finance teams relied on multiple disconnected systems and manual data compilation, which slowed reporting cycles and limited strategic analysis.
“With NetSuite, we moved away from manual reporting and toward real-time insights,” Hasanain said. “This allowed us to focus on analysis rather than data compilation and enabled leadership to make faster, more informed decisions.”
NetSuite OneWorld further helped FiLLi Cafe streamline tax compliance, financial reporting, and currency management across its international subsidiaries, reducing operational friction as the business scaled.
Looking ahead, FiLLi Cafe sees artificial intelligence layered on top of its ERP platform as a major accelerator for growth.
“AI layered on top of NetSuite will be a game changer for us, especially in demand planning, supply chain forecasting, and field-level forecasting,” Hasanain said. “Having NetSuite as our core backend with AI-driven insights on top significantly enhances decision-making speed and accuracy.”
Optimising inventory in a perishable business
Inventory management remains one of the most critical challenges in the food and beverage sector, particularly for café and quick-service restaurant (QSR) operators where products are highly perishable.
“In food and beverage, inventory is not just stock; it is cash sitting in warehouses or stores,” Hasanain explained. “Managing expiry dates, minimum stock levels, reorder points, warehouse stock, and in-transit inventory is crucial.”
NetSuite Inventory Management has enabled FiLLi Cafe to optimise stock levels, ensure product availability, and reduce waste across diverse markets. This capability has been especially valuable as the company also operates a distribution business across FMCG markets, including regions such as California.
“NetSuite helped us gain clear visibility into exact inventory quantities and optimal reorder levels,” Hasanain said. “We continue to optimise procurement using the solution, moving away from daily ordering across multiple vendors toward a more structured process that helps us select better vendors, negotiate better pricing, and reduce waste.”
The result has been stronger inventory control, improved cost efficiency, and greater operational sustainability across the business.
Enabling sustainable global growth
Oracle NetSuite executives say FiLLi Cafe’s transformation highlights how technology can support growth in the highly competitive restaurant and hospitality sector.
“FiLLi Cafe’s impressive growth is a testament to its commitment to quality and innovation in the restaurant and hospitality space,” said Nicky Tozer, SVP for Europe, Middle East and Africa (EMEA) at Oracle NetSuite. “With NetSuite, FiLLi Cafe has been able to streamline its operations, gain valuable business insights, and scale efficiently to bring its renowned offering to new markets.”
As FiLLi Cafe continues its global journey, leadership views technology as a strategic enabler, not just a back-office system, but a foundation for profitable, sustainable expansion.
By pairing its distinctive blends and bold flavours with real-time operational intelligence, FiLLi Cafe is positioning itself to elevate everyday moments for customers around the world, without losing control of the complex engine powering its growth.




















