Work: Presentation Scoop of work: Content Writing, Content Development, Photo shooting, Design Client: Eleven Cafe Coffee shop Riyadh, Saudi Arabia

1. 11 CafeO n e m o r e t h a n 1 0

2. Counter style café
THE STORY
Eleven is the people’s house and the focal point of the neighborhood community for relaxing,
meetings and socializing.
Eleven is a distinctive destination for the best international cuisine. We celebrate extraordinary
flavours of our local and imported fresh ingredients in our kitchen to be served in a vibrant and
contemporary setting. We serve wide variety of freshly prepared delicious items such as pastries,
snacks and baked cookies. We not only offer a perfect
atmosphere for a lunch break on a busy day but also a
perfect place for your eureka moments.
It is a place where a unique coffee experience begins.
Whether you seek to have your daily dose of a quick
fresh start or a weekly dose of romantic meeting with
our black diamond beans to enjoy the sensation and
aroma of handcrafted or mechanized coffee.

3. For adults with low to middle income, who have a desire
to purchase premium products and enjoy a place where
they can gather, relax and interact.
A place to socialize
and interact
BRAND POSITIONING

4. We use top quality ingredients in our food and beverages, as well as a
variety of freshly prepared nutritious items. Our expert baristas strive
to provide one-on-one services and create a welcoming environment
for customers to enjoy their socializing experiences.
A variety of freshly prepared
nutritious items
DIFFERENTIATION

5. From customer service to customer
entertaiment.
A variety of freshly
prepared nutritious
items
BRAND PROMISE

6. For middle class people who are looking for
a nice place to chat and present their lifestyle.
Extrovert, warm & close
to people
BRAND PERSONLITY

7. In your daily busy life, Eleven will be the
third most important place after home and
work. Our warm welcoming staff are
always happy to serve you.
Feels like home
self service
BRAND EXPERIENCE

8. Speed of service
(SOS) 45 Seconds
from order to cook
Average Length of stay
(ALOS) 18 minutes
From greet to eat
COUNTER STYLE
Feel like Home
Self service

9. MARKET
SEGMENTATION
Young Adults:
Primary target market is men and women, aged 18 to 30.
Adults:
Adults, aged 31 to 46.

10. Sandwich
1 2 3 4 5
Salad
Dessert
Croissant
Cake
SPECIALITY

11. RICH
MENU

12. Chicken Fajita Sandwich
Light Turkey Sandwich
Halloumi Zaatar Sandwich
Chicken Potato Sandwich
Steak Sandwich
Delight Chicken Sandwich
SANDWICH

13. Chicken Caesar Salad
Fatoosh
Fruit Salad
SALAD

14. DESSERTS
Chocolate Muffin
Blueberry Muffin
Strawberry Muffin

15. Butter Croissant
Cheese Croissant
Zaatar Croissant
Turkey Cheese Croissant
Chocolate Croissant
CROISSANT

16. CAKE
Strawberry Cheesecake
Blueberry Cheesecake
Caramel Cheesecake
Chocolate Mousse
Tiramisu Cake
Black Forrest Cake
Brownie

17. HOT DRINKS
American Coffee
Café Americano
Solo Espresso
Double Espresso
Café Latte
Cappuccino
Macchiato
Mocha
White Mocha
Moroccan Tea
Mint Tea
Red Tea
Kark Tea
Hot Chocolate

18. COLD DRINKS
Mocha Frost
Chocolate Frost
Vanilla Frost
Caramal Frost
Strawberry Frost
Mango Frost
Fresh Orange Juice
Water
Add On Modifiers

19. Opening
BRANCHS
IN Riyadh
During 2017
6

20. BRANCH
NETWORK
Qasr mall branch
Nas airway branch
Exit 16 branch
Exit 6 branch

21. BRANCH
DISTREPUTION
Stand alone
Mall’s food courts
Strip malls
Roads kiosks
Airports

22. The Food Safety Training is a
comprehensive program that each
employee must pass to be a member
of our food service team. Our
training programs are recognized in
the KSA and meet the international
standards for food safety training.
HUMAN
RESOURCES

23. Our freshly processed food is delivered to our restaurants daily. Our top priority
is to distribute the food products safely and efficiently from our manufacture to
our restaurants. We are certified HACCP (Hazard Analysis and Critical Control
Point) as a food producer and supplier. Our refrigerated fleet has multiple
refrigeration zones for different food products.
LOGISTICS

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32. OPERATED BY

33. THE GROUP
Food group Catering Food production
central kitchen
cafeShelf food

34. T h a n k Y o u
@cafe11sa