Bacha Coffee’s Maranda Barnes on redefining the coffee experience in the GCC

In an era where speciality coffee culture is flourishing globally, Maranda Barnes, chief commercial officer and spokesperson for V3 Gourmet, shares how Bacha Coffee is elevating the art of coffee in the GCC.

With the revival of its heritage brand rooted in Marrakech, Bacha Coffee has taken the luxury coffee experience worldwide, capturing the hearts of coffee aficionados with its intricate craftsmanship, rich flavours, and immersive settings.

From its flagship opening on Paris’s Champs-Élysées to rapid expansion across the GCC, Barnes discusses the evolving coffee landscape, Dubai’s rise as a culinary hub, and the brand’s unique approach to luxury that intertwines tradition with innovation.

V3 Gourmet has been a major player in the speciality coffee market. How has the growth of the speciality coffee scene in the UAE and wider GCC influenced your business strategy?

Since we revived the heritage Bacha Coffee brand, which originates from Marrakech, we have brought our concept and selection of over 200 rare and exceptional 100% Arabica coffees global, and now have a presence across GCC, Asia, Europe, and Northern Africa.

Since we entered the GCC in 2023, we noticed an immediate demand for our coffees and the unique concept which we bring to the global coffee market: a vast choice of exceptional, speciality coffees, an experience that is unique and sensorial, attention to detail in every touchpoint, truly knowledgeable staff, traditional coffee preparation, and the art of coffee gifting. Consumers in the GCC are ready for another level of coffee appreciation as they have a more sophisticated understanding of coffee quality, roasting and preparation.

Interestingly, while not everyone has the time to brew coffee for themselves daily, more coffee enthusiasts are now investing in home brewing — a trend that was uncommon a decade or two ago. This shift in consumer behaviour has presented us with a unique opportunity to cater to evolving tastes.

Our coffee boutiques, coffee rooms, takeaway concepts, and eCommerce platforms offer an elevated experience, but we ensure that there is a wide variety of speciality coffees – from brews you would drink as part of your daily routine, to rare harvests – as well as attainable products, to meet the needs of a growing prestige market that embraces gourmet products and lifestyles.

Dubai is emerging as a global culinary destination. In your view, what are the key factors driving Dubai’s rise, and how does V3 Gourmet contribute to this vibrant culinary ecosystem?

Dubai’s emergence as a global culinary destination can be attributed to several key factors. First, its diverse population brings together a wealth of culinary traditions and influences, fostering a unique gastronomic landscape. The city’s commitment to tourism and hospitality has also encouraged the establishment of high-quality dining experiences that cater to a wide range of tastes.

Additionally, the government’s support for culinary initiatives and international awards and recognition, such as MICHELIN Guide and Gault&Millau plays a significant role in promoting the city as a culinary hub.

This environment not only attracts world-renowned chefs but also encourages local talent to innovate and push the boundaries of gastronomy.

Our brands contribute to this vibrant culinary ecosystem because of our acute attention to the sustainable consistency and quality of our offerings.

Our focus on rare and speciality coffee allows us to set the standard for the industry in the region, providing unique experiences and unmatched service that celebrate both the craft of coffee-making and the joy of sharing great products.

As a brand that encompasses luxury foods beyond coffee, what are some of the key luxury food trends you see emerging in the UAE and GCC?

One notable trend is the shift towards immersive dining experiences. Consumers are seeking more than just a meal; they want an entire experience that includes storytelling, unique pairings and interactive elements. This trend extends to events and tastings that engage all the senses.

We embrace this trend by conjuring emotions and creating flavours that linger beyond our coffee rooms. From our intricate décor to the meticulous attention to detail in our packaging, every element is crafted to transport our guests to another world.

Moreover, every detail, whether visible or hidden, plays a crucial role in achieving this atmosphere.

Our focus is on providing an unparalleled experience, making Bacha Coffee not just about drinking coffee but about the art of refined living.

It’s about creating extraordinary moments that linger long after the last sip.

 The Gulf region is known for its dynamic growth and openness to innovation. What challenges and opportunities do you see in the GCC market for speciality coffee and luxury foods?

The GCC market for speciality coffee and luxury foods presents significant opportunities, driven by a growing consumer demand for high-quality, unique products.

As consumers become more knowledgeable about quality, varietals, and the various methods of coffee preparation, there’s an increasing appreciation for speciality offerings.

The region’s cultural diversity allows brands to innovate and experiment with new flavours, while the rise of e-commerce enhances accessibility and convenience for consumers.

As someone deeply embedded in the luxury food and coffee industry, what’s your vision for the future of speciality coffee and gourmet foods in the GCC?

We wish to elevate the quality of coffee appreciation and bring these to the entire GCC – and beyond.

Our vision is first and foremost to concentrate on the quality of the cup, and the flavour profiles, and to provide customers with choices that appeal to their individual palates. Alongside this, we are constantly working to cultivate authentic, innovative and refined epicurean products and experiences, to lead the industry and shape the aspirations of luxury consumers.

Throughout the group, luxury is defined through attention to detail and perpetual innovation, with the intention to inspire dreams and emotions through our products, packaging, locations, service and the expertise of our teams.

What inspired you to focus on creating a luxury coffee brand? How has your vision for Bacha Coffee evolved since its inception?

Our interest in coffee has spanned many years, but it was during our time in Marrakech, Morocco, that we discovered the palace of Dar El Bacha, which means ‘house of the Pasha.’ The story of this historic place, along with the exquisite coffee served there, deeply fascinated us. We immediately recognised the potential to revive this beautiful heritage and share the finest 100% Arabica coffees on a global scale.

Today, the Bacha Coffee experience can be enjoyed in cities like Marrakech, Singapore, Dubai, Abu Dhabi, Qatar, Kuwait and Paris.

We offer over 200 Arabica coffees, sourced from more than 35 of the most renowned coffee-producing countries.

The Bacha Coffee Library serves as an excellent starting point for discovering the world’s best harvests, with each coffee harvest hand-roasted separately to ensure the highest quality and flavour.

You recently announced the opening of a flagship store on the Champs-Élysées in Paris with a EUR20m investment. What does this new store represent for Bacha Coffee’s entry into the European market?

Bacha Coffee has experienced remarkable growth since our first international outpost in Singapore in 2019. We’ve become a household name across Asia and the Middle East and now we are excited to turn our focus back to Europe, where we opened a small boutique at the Ritz Paris in 2022.

Europe is a cornerstone in our global expansion strategy and the opening of our flagship store in Paris will be just the beginning, with several more openings planned for 2025 and beyond.

The opening of our flagship store on the Champs-Élysées represents a significant milestone for Bacha Coffee as we expand into the European market. Paris being one of the world’s most iconic cities and a global hub for luxury and culture, was the perfect location for us to showcase the essence of our brand. This EUR20m investment is not just about establishing a presence in Europe — it’s about introducing the art of fine coffee to a discerning audience who values exceptional quality and refined experiences.

For Bacha Coffee, this flagship store is more than a retail space; it is an immersive journey into the world of speciality coffee. We are offering a destination where coffee lovers can explore unique single-origin beans from around the world, paired with the elegance and craftsmanship that our brand stands for.

As we make our mark in Europe, we are committed to delivering the same level of sophistication and excellence that has defined Bacha Coffee’s legacy, while also embracing the rich coffee culture that exists in Europe.

This is just the beginning of our expansion plans, and we’re excited to be part of Europe’s vibrant luxury landscape, bringing the Bacha Coffee experience to new heights.

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