PRIMERO Cafe.

You can’t make everyone Happy, But you can make them a good cup of Coffee.

Agenda

Story History of Coffee Coffee stages Mission Vision Products Purpose Services Strategy and goal Concept Market segmentation Competitive Edge Benefits Our Partners

Story We are an idea not just a place, so in our place you will feel warm and cozy because of the atmosphere, where everybody can find aromatic sort of coffee and try our delicious desserts, perfectly coupled with hot coffee.

We are located in Biker’s House in Al-Basatin, Saudi Arabia, Dammam.

We believe that combining “Coffee” & “Entertaining” will make you feel happy and special and that’s our target.We present a lot of sorts of high class coffee on our menu. Freshly ground beans in a small cup will empower you with great mood, thoughts and inspire you for the whole day.

We strongly believe in building quality. Coffee farming, roasting, grinding, brewing and creating products has a long and rich history. We use the best traditional crafting and techniques to purvey the highest quality coffee products and services and that’s because offering the best services and satisfying the customer is our first objective.

Primero is determined to become a daily necessity for all coffee addicts, a place to dream of as you try to escape the daily stresses of life and just a comfortable place to meet your friends or to read a book or live a new experience, all in one.

Our aim is to provide a unique, delightful coffee experience with every cup!

In order to succeed we have been developing coffee blends, beverages, recipes and packaging as well as brewing methods.

We have an incredible staff of skilled and knowledgeable employees who work with us diligently to make sure we do everything in our power to meet our customer needs.

We import our coffee from 5 countries in South America, 3 countries in Africa and 1 country in Asia, to guarantee you the best coffee you can ever taste. And we aim to expand more and more to be the one world industry of coffee.

History of coffee

No one knows exactly how or when coffee was discovered, though there are many legends about its origin.

An Ethopian Legend The story goes that Kaldi discovered coffee after he noticed that after eating the berries from a certain tree, his goats became so energetic that they did not want to sleep at night.

Kaldi reported his findings to the abbot of the local monastery, who made a drink with the berries and found that it kept him alert through the long hours of evening prayer. The abbot shared his discovery with the other monks at the monastery, and knowledge of the energizing berries began to spread.

The Arabian Peninsula Coffee cultivation and trade began on the Arabian Peninsula. By the 15th century, coffee was being grown in the Yemeni district of Arabia and by the 16th century it was known in Persia, Egypt, Syria, and Turkey.

Coffee was not only enjoyed in homes, but also in the many public coffee houses — called qahveh khaneh — which began to appear in cities across the Near East. The popularity of the coffee houses was unequaled and people frequented them for all kinds of social activity.

Not only did the patrons drink coffee and engage in conversation, but they also listened to music, watched performers, played chess and kept current on the news. Coffee houses quickly became such an important center for the exchange of information that they were often referred to as “Schools of the With thousands of pilgrims visiting the holy city of Mecca each year from all over the world, knowledge of this “wine of Araby” began to spread.Wise.”

Qahveh Khaneh

History of coffee

No one knows exactly how or when coffee was discovered, though there are many legends about its origin.

Europe European travelers to the Near East brought back stories of an unusual dark black beverage. By the 17th century, coffee had made its way to Europe and was becoming popular across the continent.

Some people reacted to this new beverage with suspicion or fear, calling it the “bitter invention of Satan.” The local clergy condemned coffee when it came to Venice in 1615. The controversy was so great that Pope Clement VIII was asked to intervene. He decided to taste the beverage for himself before making a decision, and found the drink so satisfying that he gave it papal approval.

Despite such controversy, coffee houses were quickly becoming centers of social activity and communication in the major cities of England, Austria, France, Germany and Holland. In England “penny universities” sprang up, so called because for the price of a penny one could purchase a cup of coffee and engage in stimulating conversation.

Coffee began to replace the common breakfast drink beverages of the time — beer and wine. Those who drank coffee instead of alcohol began the day alert and energized, and not surprisingly, the quality of their work was greatly improved.

By the mid-17th century, there were over 300 coffee houses in London, many of which attracted like-minded patrons, including merchants, shippers, brokers and artists.

17th century Art

History of coffee

No one knows exactly how or when coffee was discovered, though there are many legends about its origin.

Americas In 1714, the Mayor of Amsterdam presented a gift of a young coffee plant to King Louis XIV of France. The King ordered it to be planted in the Royal Botanical Garden in Paris. In 1723, a young naval officer, Gabriel de Clieu obtained a seedling from the King's plant. Despite a challenging voyage complete with horrendous weather, a saboteur who tried to destroy the seedling, and a pirate attack he managed to transport it safely to Martinique.

Once planted, the seedling not only thrived, but it’s credited with the spread of over 18 million coffee trees on the island of Martinique in the next 50 years. Even more incredible is that this seedling was the parent of all coffee trees throughout the Caribbean, South and Central America.

The famed Brazilian coffee owes its existence to Francisco de Mello Palheta, who was sent by the emperor to French Guiana to get coffee seedlings. The French were not willing to share, but the French Governor's wife, captivated by his good looks, gave him a large bouquet of flowers before he left— buried inside were enough coffee seeds to begin what is today a billion-dollar industry.

Missionaries and travelers, traders and colonists continued to carry coffee seeds to new lands, and coffee trees were planted worldwide. Plantations were established in magnificent tropical forests and on rugged mountain highlands. Some crops flourished, while others were short-lived. New nations were established on coffee economies. Fortunes were made and lost. By the end of the 18th century, coffee had become one of the world's most profitable export crops. After crude oil, coffee is the most sought commodity in the world.

King Louis XIV of France

Coffee stages We import our coffee from 5 countries in South America, 3 countries in Africa and 1 country in Asia, to guarantee you the best coffee you can ever taste.

1. Planting the seed 2. Harvesting & Picking 3. Airing 4. Hulling

5. Roasting 6. Grindling 7. Extracting 8. Serving

Planting the seed A coffee bean is actually a seed. When dried, roasted and ground, it’s used to brew coffee. If the seed isn’t processed, it can be planted and grown into a coffee tree.

Coffee seeds are generally planted in large beds in shaded nurseries.

The seedlings will be watered frequently and shaded from bright sunlight until they are hearty enough to be permanently planted.

Planting often takes place during the wet season, so that the soil remains moist while the roots become firmly established.

Harvesting & picking Depending on the variety, it will take approximately 3 to 4 years for the newly planted coffee trees to bear fruit.

The fruit, called the coffee cherry, turns a bright, deep red when it is ripe and ready to be harvested.

There is typically one major harvest a year. In countries like Colombia, where there are two flowerings annually, there is a main and secondary crop.

In most countries, the crop is picked by hand in a labor-intensive and difficult process, though in places like Brazil where the landscape is relatively flat and the coffee fields immense, the process has been mechanized. Whether by hand or by machine.

all coffee is harvested in one of two ways: Strip Picked : All of the cherries are stripped off of the branch at one time, either by machine or by hand.

Selectively Picked: Only the ripe cherries are harvested, and they are picked individually by hand. Pickers rotate among the trees every eight to 10 days, choosing only the cherries which are at the peak of ripeness.

Because this kind of harvest is labor intensive and costlier, it is used primarily to harvest the finer Arabica beans.

A good picker averages approximately 100 to 200 pounds of coffee cherries a day, which will produce 20 to 40 pounds of coffee beans. Each worker's daily haul is carefully weighed, and each picker is paid on the merit of his or her work. The day's harvest is then transported to the processing plant.

Airing Once the coffee has been picked, processing must begin as quickly as possible to prevent fruit spoilage. Depending on location and local resources, coffee is processed in one of two ways: The Dry Method: is the age -old method of processing coffee, and still used in many countries where water resources are limited. The freshly picked cherries are simply spread out on huge surfaces to dry in the sun. In order to prevent the cherries from spoiling, they are raked and turned throughout the day, then covered at night or during rain to prevent them from getting wet. Depending on the weather, this process might continue for several weeks for each batch of coffee until the moisture content of the cherries drops to 11%.

The Wet Method: removes the pulp from the coee cherry after harvesting so the bean is dried with only the parchment skin left on. First, the freshly harvested cherries are passed through a pulping machine to separate the skin and pulp from the bean.

Then the beans are separated by weight as they pass through water channels. The lighter beans oat to the top, while the heavier ripe beans sink to the bottom. They are passed through a series of rotating drums which separate them by size.

After separation, the beans are transported to large, water-ďŹ lled fermentation tanks, When fermentation is complete, the beans feel rough to the touch. The beans are rinsed by going through additional water channels, and are ready for drying.

Roasting

Roasting transforms green coffee into the aromatic brown beans that we purchase in our favorite stores or cafés. Most roasting machines maintain a temperature of about 550 degrees Fahrenheit. The beans are kept moving throughout the entire process to keep them from burning.

When they reach an internal temperature of about 400 degrees Fahrenheit, they begin to turn brown and the caffeol, a fragrant oil locked inside the beans, begins to emerge. This process called pyrolysis is at the heart of roasting — it produces the flavor and aroma of the coffee we drink. After roasting, the beans are immediately cooled either by air or water. Roasting is generally performed in the importing countries because freshly roasted beans must reach the consumer as quickly as possible.

Grinding The objective of a proper grind is to get the most flavor in a cup of coffee. How coarse or fine the coffee is ground depends on the brewing method.

The length of time the grounds will be in contact with water determines the ideal grade of grind Generally, the finer the grind, the more quickly the coffee should be prepared. That’s why coffee grounds for an espresso machine are much finer than coffee brewed in a drip system.

Extracting

the process of dissolving soluble flavors from coffee grounds in water.

Proper brewing of coffee requires using the correct quantity of coffee, ground precisely, extracted to the correct degree, controlled by the correct time and correct temperature. There are many methods of extracting, the most famous of them is espresso and filter, each one of them has a specific technique and secondary methods

Serving

This might be the last step of preparing a cup of coee, but although it is very important step.

Serving the best cup of coee can change the whole game, starting from choosing the type of cup the customer wants from ceramic, glass or paper cup, making sure the cup is heated enough before pouring, and drawing a beautiful art on the surface of the lattes to deliver the best customer experience.

Mission Be a part of people's lives by delivering the world the best quality of beverages and create an environment that all ages can feel comfortable in.

Primero will make its best effort to create a unique place where customers can socialize with each other in a comfortable and relaxing environment while enjoying the best brewed coffee or espresso and pastries in town. We will be in the business of helping our customers to relieve their daily stresses by providing peace of mind through great ambience, convenient location, friendly customer service, and products of consistently high quality. We will invest its profits to increase the employee satisfaction so it will reflect on our customers.

Vision To be established and trusted as the perfect coee shop in the Industry.

We aim to be known globally in the industry of coee shops, we want to allow all of the people to live this unique experience, Primero provides you with all the tools to succeed giving you the best price, quality, service, and experience that will take you to another world.

Products Primero, will offer its customers the best tasting coffee beverages in the area. This will be achieved by using high quality ingredients and strictly following preparation guidelines.

Along with the espresso drinks, brewed coffee and teas, as well as some refreshment beverages, will be sold in our place. it will also offer its clients pastries and small sandwiches

Menu Coffee > HOT Espresso Espressos are the purest coffee experience you can get, and while they’re not for everyone, it can be a truly singular drinking experience when you find a good brew.

Hot Latte

Often a good option for those who aren’t regular coffee drinkers, lattes are made with foamed milk, aiding to hide the bitterness of coffee. Lattes contain one or more shots of espresso (depending on how strong you like it), with the milk poured over it, creating a frothy drink for you to enjoy.

Flat White

The two most Kiwi coffees available are the long black and the flat white – as both originated in New Zealand and Australia. For a flat white, the steamed milk from the bottom of the jug (which is usually not so frothy, but rather creamy) is poured over a shot of espresso.

Americano

You can make this type of coffee quite simply by adding hot water to a shot of espresso coffee. It has been said that American soldiers during WWII made this type of coffee to make their beverages last longer. It was then (apparently) adopted by American baristas after the war.

Cappuccino

Filtered Coffee

Possibly the most popular type of coffee in the world, a cappuccino consists of three layers (kind of like a cake). The first is a shot of espresso, then a shot of steamed milk, and finally the barista adds a layer of frothed, foamy milk. This final layer can also be topped with chocolate shavings or powder.

Once the long black sheep of the coffee family, recently filter coffee has made a comeback, and has become a trendy tipple, especially if it’s cold brewed. Ground coffee beans are left to steep in either hot or cold water, then filtered out, leaving the liquid behind. The result is less harsh and bitter than espresso, but less watery than an Americano, and can be drunk black or with milk.

Menu Coffee > Cold Cold brew

Premiro Cold Brew Coffee tastes unlike anything you've tried before!

Crafted using two natural ingredients, we use 100% Arabica coffee beans and fresh milk.

The beans are carefully roasted and ground before being infused in cold water, to create a perfectly balanced and full bodied flavour.

Iced Filtered V60.

The iced filtered technique delivers a superior form of coffee extraction, taking the time to infuse the beans in cold water gives the coffee a smoother, richer taste.

Spanish Latte Ice Latte

Crafted using three natural ingredients, we use 100% Arabica coffee beans, fresh milk and just a dash of raw sugar. The beans are carefully roasted and ground before being infused in cold water, to create a perfectly balanced and full bodied flavour.

Italian Pistachio Latte

While coffee originated from Arabia, a lot of modern coffee and the culture surrounding it has generally been attributed to Italy, so it’s no surprise that some of the most popular coffees are Italian inventions, so this type is a cold coffee with mild and a flavour of Pistachio.

A latte consists of cold milk and a single shot of coffee. It is usually quite frothy.

Calculus

Espresso capsules that can be used in small espresso machines, to serve you the best coffee taste in the town.

Coffee Cans

Cold Brew Coffee Cans, to enjoy with it in any place you want to. Is a delicious blend of coffee combined with fresh milk for a smooth flavour.

Menu Mojitos Mango The mixture of the refreshing mint with the sweet mango and the kick of rum was unlike anything you have had ever before.

Blueberry A refreshing drink for summertime made with rum, fresh blackberries, mint, lime, sugar and seltzer water.

Blackberry

Blueberry mojito is a smoothie containing bash blueberries, mint, and some sugar together then add white rum and a little club soda.

Raspberry This fun, refreshing cocktail puts a fresh berry twist on the classic mojito. It combines silver rum and raspberry fresh berries, lime juice, and mint leaves. Top it o with a splash of club soda.

Tea

More than 3 types of high premium types of tea.

Menu Food

Brownies

Custom Catering's own fresh fudge chocolate brownies full of nuts, chocolate, and farm fresh butter!

Cookies

Our large chocolate chip cookie is packed with what you want most!

This is the most chewy cookie you will ever eat.

Sandwiches MuďŹƒn

Chocked full of plump juicy chocolate and baked to a golden brown.

New types of sandwiches that can control your hunger, and it has been made by new recipes to meet our customer needs.

Extras Gift Boxes Seasonal premium gift boxes, to present it as a gift for all your friends, relatives who have a coee addiction.

Accessories T-Shirts, Hoodies, Ceramic cups, Bracelets.

Purpose We are trying to help people to have their favorite coffee with a comfy atmosphere, maintain a high standard of food quality and service, provide first rate live entertainment and ensure a friendly comfortable atmosphere.

We aim to expand the business to other locations and launch in the international market.

We want to improve the experience of ordering coffee at a coffee shop.

Services

Here, at Primero, you are able to taste the most magnificent coffee ever and you will find the best fresh roast coffee, brewed and made special for you.

Our secret ingredients and touches and our different atmosphere always make your day perfect!

At Primero we are passionate about coffee and intend to focus on consistently serving the highest quality product by sourcing premium beans and snacks and maintaining freshness at all times, using a top of the line espresso machine and related equipment.

We are focusing on quality, consistency, and great customer service to build a steady repeat customer base.

Strategy & Goal Store design that will be both visually attractive to customers, and designed for fast and efficient operation, employee training to insure the best coffee preparation techniques and marketing strategies aimed to build a solid base of loyal customers.

Primero will offer a unique experience for coffee lovers by offering a quiet and cozy yet sophisticated cafe and offer a sense of refinement and peace in an otherwise hectic and fast paced world.

We aim to launch 3 branches, in Saudi Arabia starting from Al-Khobar, Riyadh and Jeddah. Our plans focus on expanding in the GCC, Europe and North America.

It’s not just about drinks and food. We care about appearance also because it plays a major role in making customers happy and satisfied. We focus on the experience that the customers will follow.

Concept Our brand’s name refers to “Premiere Of a Movie”, to allow you live the experience of having your coffee with a convenient entertaining atmosphere.

We use “cinema” design to ensure that we will offer you an experience that you have never lived it before, because we depend on the difference.

Primero will be divided into different areas. An advantage to having different areas is that customers can partake in different activities without bothering anyone, the place will provide you a new taste of music. The music is going to be from the movies we love and there will be screens to show trailers and colorful lights all around the place to give the customers a very unique experience.

We hope that, everyone that will visit our place.. live a new experience and be excited to visit us again to repeat this different experience we are more than a place, We are an IDEA.

Market Segmentation Primero, will focus its marketing activities on reaching the university students and faculty, people working in offices located close to the coffee bar, and we will cater to people who want to get their daily cup of great tasting coffee in a relaxing atmosphere.

Competitive Edge Primero positions itself as a unique coffee bar where its customers can not only enjoy a cup of perfectly brewed coffee but also spend their time in an ambient environment.

Comfortable sofas and chairs, dimmed light and quiet relaxing music will help the customers to relax from the daily stresses and will differentiate Primero from incumbent competitors.

Benefits Quality

We enable our customers to serve the highest quality, delicious hot and cold beverages and baked food. We use the most fresh beans to guarantee you the best taste of coffee that you will ever taste.

Design

The decor is chic and cozy with a sentiment of familiarity, it is simple, bold and different to ensure you that the feeling of warmth, comfy and to live a new experience that will always be in your mind.

Variety

Premiro offers a variety of choices to the customers. Cappuccino’s, Latte, espresso, refreshing drinks and regular coffee. We also baked brownies, sandwiches and other tasty treats.

Partners Bunista Roastery Arnon Plastic Factory Kooz Paper cups

As a leader in the company It's been always a priority for me to achieve the highest aspirations for the company.

Delivering the best to customers is the philosophy as it is our main principle at Primero.

We look forward into an even more successful future toghether.

CEO's Word