Brewing Success Globally - Bacha Coffee's Marketing Strategy for Diverse Audiences
With its luxurious look and feel, the Singaporean coffee brand with Moroccan roots, Bacha Coffee, grew in popularity worldwide. What is the story and marketing strategy behind this lavish-looking brand?
At a glance
Re-Opened
2019
Note: The Dar el Bacha in Morocco was built in 1910, but later restored and re-opened in 2019 including Bacha Coffee.
Countries Operating
6
with a total of 14 branches as of 2023
Group Company
V3 Group
Singaporean Company
Abstract
Bacha Coffee, a luxury coffee brand with Moroccan roots and Singaporean ownership, is renowned for seamlessly blending tradition with modernity. Established within the historic Dar el Bacha Palace in Marrakesh and revived in 2017 by Singapore's V3 Group, Bacha Coffee has positioned itself as a heritage brand. It combines Moroccan cultural elements with a luxurious customer experience through elegant store designs, premium coffee offerings, and sophisticated branding, attracting a diverse audience of locals and international tourists.
This case study delves into Bacha Coffee’s strategic global expansion into six countries, leveraging its unique country-of-origin (COO) branding. The case also examines the complexities of balancing a Moroccan identity with Singaporean ownership while navigating operational challenges in a competitive luxury coffee market. It explores Bacha Coffee’s premium pricing strategy, focuses on middle- to high-income consumers, and adapts to trends like specialty coffee and ethical consumerism.
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