Selection Egypt
Delicious Inc. – Cilantro
Cilantro is Egypt’s fastest growing Coffeeshop chain. Through their new project, they aim to redefine Egypt’s coffee landscape with tech-infused disruption. The project focuses on state-of-the-art tech and digital infrastructure, enriching the omnichannel experience across store aesthetics, products, customer interaction and employee.
The Problem
The coffee industry in Egypt still carries some harmful norms and stereotypes. Firstly, there is still a stigma and community perception around the front liner skillsets limiting youth employability and growth. Secondly and more importantly, there is gender bias in the industry against women. Which naturally poses a challenge for women’s representation and jobs available in the industry.
The Solution
The project aims to break gender stereotypes by hiring more women, promoting inclusivity and enabling opportunities for growth. The project additionally aims to tackle community perceptions around the front liner skillsets. Through elevating traditional, perceived-as-low-skilled roles into tech-enabled and highly skilled positions and equip their staff with necessary skillsets for this future. This transformation entails re-envisioning and redesigning the customer experience, redesign the employee journey, building a state-of-the-art tech and data infrastructure and adopting agile work practices. Resulting in the creation of tech-enabled jobs that challenge industry norms. Cilantro has proven the feasibility, viability and scalability of their model in the newly renovated stores. With an aspiration to expand their coverage by opening around 40 new points of sale and creating 1,000+ jobs in the market for youth and women within the next 2 years!
Additionality
With the support of CFYE, the project can develop an employment framework that engages and attracts Egyptian youth and women. CFYE’s guidance and expertise on quality control measures is crucial to ensure sustainable ad ethical employment practices. Additionally, CFYE’s support in training and developing our workforce, particularly those challenging industry norms, will be instrumental in equipping them with the skills for success. This collaboration will contribute to the project’s long-term viability and social impact, as the project strives to create jobs, promote sustainability, and empower the workforce while redefining industry standards in the F&B sector.
