Our STORY
A saffron scented tale of success
The Chai Master
Mr Rafih FiLLi is a fun loving person and enjoyed being in the company of his friends. The history of the name FiLLi traces back to his school days, where his friends gave Mr Rafih the title FiLLi. Little did anyone know that this name given for the sake of fun would one day lead to the establishment of FiLLi. The signature FiLLi Zafran Tea is a result of his own determination to introduce a specialty tea that people would love.
Today, this chaiwala owns many outlets, under the brand ‘Filli Cafe’ spread across 6 countries, enjoying a significant presence in UAE. But the journey to brew the crowd puller was an arduous task with Filli saying that the taste only caught on gradually. “I just experimented with a tea bag and gave it to the regulars, and they liked it.” After seeing the beverage gain popularity among his usual customers, Filli stepped up its promotion among his clientele, surviving purely on word of mouth. Filli’s concept of refining and repackaging the traditional tea worked. The entrepreneur has struck a chord with the local market as he has unearthed a horde of tea lovers in the UAE, a market that was traditionally thought to be dominated by coffee drinkers. Growth has been steady for Filli who opened his second store in Dubai’s Mankhool area in 2008. The home-grown chain aims to have at least, 127 stores in the UAE by 2025.
Filli Legacy
UAE’s favorite chai brand.
About 15 years ago, when a young ‘ Rafih Filli ’ decided to take over his father’s cafeteria in Dubai’s Al Mamzar area, he made a small but significant change in the menu that was otherwise filled with banal products. He introduced a cup of milky tea dusted with saffron, largely aimed at sweetening the taste buds of its clientele and named it ‘Filli tea’, after his high school nickname. Little did he think that a cup of tea could lead to a flourishing chain of cafes across the Gulf with customers flocking to taste his concoction.
Our successful journey
FiLLi Café, a name people in the UAE have come to trust and adore. And now they aim to carry their legacy to farther territories. They want to be recognized as the world’s largest and the most admired tea brand in the world by enlarging their business empire throughout the UAE market and also globally, along with providing their customers with the best flavors of teas and lip-smacking foods.
2022
First outlet in USA & UK
FiLLi opened its first store in Houston, Texas, on the 14th of March, 2022 and has further plans to open 20 more stores in the next five years in the state of Texas, concentrating mainly in the cities of Houston, Dallas, San Antonio and Austin.
2021
Best tea awards in UAE
FiLLi Tea was selected Best tea in UAE twice in a row by Suno 1024 and LiveInd Dubai.
2018
We were recognized for our achievements through awards and recognitions.
Our case study has been published in Harvard Business School. Our founder, Mr. FiLLi, was a speaker at a TEDx event.
2016
Launched First store Franchise store in Qatar
The first franchise store was opened in Qatar and became a historical landmark for being the first franchise in the world.
2012
Kickoff Franchise Business Plan
Started expansion plan to become a global brand by signing an agreement with Francorp for MENA region
2010
Expanded to 5 more primary locations
Become a Well-Known Tea Place in Dubai
2007
Opened it's second branch
Branch of FiLLi Cafe Al Mankhool was established which contributed to the popularity of the brand.
2004
From a name to a brand
When a young ‘ Rafih Filli ’ decided to take over his father’s cafeteria in Dubai’s Al Mamzar area, he made a small but significant change in the menu that was otherwise filled with banal products. He introduced a cup of milky tea dusted with saffron, largely aimed at sweetening the taste buds of its clientele and named it ‘Filli tea’, after his high school nickname. Little did he think that a cup of tea could lead to a flourishing chain of cafes across the Gulf with customers flocking to taste his concoction.
