Brewing a Global Caffeine Culture

In a region known for its vibrant café culture and appetite for innovation, PERCUP is redefining the way the world consumes its daily dose of caffeine. Born in Dubai and brewed with a global vision, this unique online marketplace is bringing together exclusive coffee, tea, matcha, and functional beverage brands from around the world. We caught up with Ashraf Aboobacker, Founder, PERCUP to learn more about the brand’s journey, the tech that powers it, and how PERCUP is creating a loyal global community of mindful sippers.

What inspired you to start this unique brand?
It all started with a simple question: “Do you want to try our new Brazilian blend today?” That one question made me pause and think—how many incredible coffee beans around the world am I missing out on? And if I do want to try something exclusive, who’s actually offering it?

That sparked a whole series of thoughts. I ended up diving deep into the internet, trying to find answers. Sure, there were coffee marketplaces out there, but nothing truly global. No platform that brought the world’s best coffee brands together under one roof.

And then I realized it shouldn’t stop at coffee. Through that research, I discovered there are amazing tea blends, matcha, and functional drinks backed by influencers and celebrities—many of which are completely disconnected from an international audience. That’s when it became clear: let’s build something bigger.

And that’s how PERCUP was born—the world’s only online marketplace focused on caffeinated beverages.

Tell us a little about PERCUP’s journey globally. How has it been so far?
It’s been a wild and incredibly rewarding ride. While our roots are in Dubai, we’ve had a global mindset from the very beginning. Our very first collaboration was with BRW Society, a homegrown UAE brand. Huge credit to their CEO Laura—she truly resonated with our values and came onboard as an early believer.

Even before we officially launched PERCUP, over 20 amazing partner brands had already joined us from different parts of the world. On launch day itself, we received international orders. That moment really validated our belief: people everywhere want easier access to high-quality beverage brands.

Since then, we’ve shipped to over 58 countries—and done it without any marketing spend, all thanks to an efficient tech stack and a strong operational backend. We now ensure global deliveries within 3–5 days and 24-hour delivery across the UAE.

What are the major business milestones that the company has achieved over the past 12–24 months?
One milestone we’re particularly proud of is our exceptionally low return rate—under 0.30%. That reflects the quality of our products and the thoughtful curation behind each one.

We’ve also welcomed some big names to our platform, like Mac Allister’s Drink Hearth, Robert Lewandowski’s Foods by Ann, and Hugh Jackman’s Laughing Man Coffee. Helping celebrity-backed beverage brands expand globally through PERCUP has been a significant win.

Another big step was entering the hospitality sector. We now supply premium beverages to hotels, cafés, and wellness venues, making exceptional drinks more accessible beyond e-commerce.

Share a little about the challenges and top three learnings over the past 2–3 years.
One major challenge was creating a seamless online experience that works internationally. We’ve redesigned the platform over 12 times in the past 15 months to keep refining the UX for a global audience.

Another learning was around inventory management—especially with fresh coffee. Initially, we underestimated how tricky it was to balance roast date freshness with global shipping. Now, we only work with local roasteries or implement a strict 90-day freshness window for international brands.

And finally, we’ve learned that improvement never stops. We’re constantly optimizing our systems and listening to feedback. That mindset has kept us agile and sharp.

How do you view competition in the UAE’s fast-growing F&B space?
We see competition as a healthy sign—it means the market is alive and evolving. Instead of competing on price or gimmicks, we focus on what makes us unique: efficiency, quality, and thoughtful curation.

Our goal isn’t to be the cheapest, but to be the most trusted. There’s plenty of space for brands that prioritize authenticity, value, and experience.

The UAE market is unique. You agree?
Absolutely! The diversity of tastes here, combined with world-class infrastructure, makes the UAE an incredible launchpad. As someone born and raised here, I’ve seen how quickly the market evolves and how welcoming it is to new ideas.

Dubai will always be home for PERCUP. The logistics connectivity here—especially with Europe, the UK, and APAC—is unmatched.

 How is the caffeinated beverage category evolving in the UAE? Any trends you’re seeing?
Consumers are looking for more than just a caffeine kick—they want beverages with purpose. Clean labels, wellness ingredients, and added functional benefits like adaptogens or nootropics are gaining traction.

We’re also seeing a shift toward sustainability, transparency, and storytelling. Brands with a clear, authentic purpose are the ones that stand out.

How do you build customer loyalty in a global online business?
Every customer is treated like they’re our first. I still remember replying to a customer in Australia at 3am about a blend they were curious about. That moment reminded us of how global our audience really is.

Now, we have an AI-powered chat assistant that’s available 24/7, and we constantly train it to serve our customers better. We also stay tuned into feedback across all channels. If something can be improved, we act on it fast.

What keeps customers coming back?
It’s a combination of clean, intuitive design and a high-quality, carefully curated catalogue. We’re extremely selective about what goes live on the platform. That builds trust—and we see that reflected in our repeat purchase rates. We also make sure to stay connected, answer questions, support subscriptions, and show up whenever our community needs us.

What’s the secret to building such a strong tech backbone?
From day one, we took a data-first approach. Our architecture is built around webhooks and APIs to track interactions, manage inventory in real time, and integrate smoothly with logistics partners. My background in logistics and tech really helped here—we didn’t patch things together later; we built for scale from the beginning. A smooth backend creates a seamless customer experience, and that’s what matters most.

What’s next for PERCUP? Any plans for a physical store?
Right now, our focus is on scaling online and onboarding more world-class brands. We’re also expanding deeper into hospitality—hotels, wellness centers, cafés.

A brick-and-mortar space is definitely something we’re exploring, especially with customer demand for it. But before that, we want to perfect the digital experience. When we do go offline, it’ll be a natural extension of everything we’ve built online—intentional, exciting, and memorable.