So we mentioned Turkish Coffe and Starsucks, here we talk about THEE number one beverage consumed in the Middle East: Nescafe !!!
I can safely say that this is indeed a social phenomena ! And I think Nescafe is making hell lot of money from this region alone.
While Turkish coffee was the defacto standard that you expect when someone offer you “coffee”, now Nescafe is the coffee. In any restaurant or meeting, if you ask for coffee, expect to see some form of Nescafe instant coffee.
It’s fascinating, and I tell you I’m one of those addicted to the disgusting taste of nescafe ! not bad at all, and very convenient for a lazy guy like me who don’t want to bother with other types of coffee.
What’s more amusing is that there are plenty of commerically available instant coffee brands in the Middle East, yet the average Arab consumer is so faithful to Nescafe that they even call other brands of instant coffee as “nescafe”.
Well, there’s always a room for one more cup of nescafe now isn’t there ? 😉