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DIFC, Dubai, UAE

UK consumer has completely different buying habits to a consumer in international brand. She continues by saying that the UK had gone into
Dubai. Because of this they had to learn very quickly how to adapt their complete lockdown, but they were so lucky that they could pivot their
model to suit those unique buying habits. She explains that for example, strategy to focus on worldwide expansion and helping out partners in
in the MENA region where they recently expanded to, guests have a local markets to bring EL&N into new territories. This massively aided
slightly sweeter taste pallet, so they had to ensure that their cakes and them with additional revenue streams which allowed them to survive
pastries were slightly sweeter than in their UK cafes. and run comfortably throughout the pandemic and they are now very
“It is all about adaptation and how you really listen to your customer fortunate to be in a strong position as they focus all their energy into
demographics needs, at the end of the day, these are the people who international openings, digitalisation and their core retail line.
will keep your business surviving and thriving. Education and teaching the “So, six countries later and after 17 store openings in under five years,
consumer about who you are and what you are offering is key. We open the number one question we get asked is, ‘how do you plan on making
up in new countries with local adaptation in mind, so we retail about 50 sure EL&N stays relevant and isn’t just another Instagram fad?’ The
to 60 per cent of our brand and the remainder is adapted to the local simple answer here is, innovation is key. We have a plan to open 120
consumer buying habits.” cafés over the next three years and with that comes even more unique
Discussing the topic of Covid, which Miller highlights is still an on- ideas, staying up-to-date with the latest trends, following all the new
going issue for many businesses across the world she explains that just social media platforms and making sure we stay authentic and true to
before it all started, they focused all of their efforts into making EL&N an ourselves,” Miller concludes.

Riyadh Front, Riyadh, Saudi Arabia