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.