The Brewing Identity: Coffee Shop Branding and National Identity on the Road to Mecca

A Clash of Coffees: Competing Branding Discourses

In the bustling coffee scene of Saudi Arabia, a fascinating linguistic battle is brewing. On the road to Mecca, coffee shops aren't just serving caffeine; they're serving up a blend of local and global identities through their signage. This isn't merely a menu of lattes and cappuccinos; it's a menu of languages and cultural messages. Forget "coffee" versus "qahwa" – there's a new contender in town: "kufi," a transliterated version of "coffee" in Arabic script. These three terms represent the front lines of a branding war fought between global and local discourses.

The English-Arabic "glocal" discourse dominates, often foregrounding English, in what could be seen as a marker of prestige. Brands like "Barn's," with its familiar green reminiscent of a certain global coffee giant, strategically incorporates a small white cup, a subtle nod to traditional Saudi coffee culture, in an attempt to localize its global appeal. "REXSA Café," another example, blends "King" (Rex) with "SA" (likely for Saudi Arabia), creating a name understandable to international travelers but potentially opaque to local ones, further highlighting the tension between global reach and local resonance.

Meanwhile, a handful of coffee shops boldly display English-only signage, staking their claim in the global coffee arena. Names like "Coffee 70% 30" utilize a numerical shorthand to convey blend information, appealing to a globally savvy coffee consumer. Others, like "KAVD CAFÉ," employ a non-standard English name with Latin characters, creating a sense of globalized cool.

Protecting the Brew: The Space for National Identity

Amidst this global influx, Saudi national identity holds its ground. Arabic monolingual signage, using "qahwa" and sometimes even "kufi," represents a significant portion of the coffee shop landscape. Signs like "Qahwat al-Qimmah" (Top Coffee) proudly display Arabic script, five stars, and a checked cup, signifying quality and appealing directly to Arabic-speaking travelers. This demonstrates a deliberate effort to maintain a local presence in the face of globalization.

The Arabic-English "glocal" discourse offers another avenue for expressing national identity, with Arabic often taking precedence. "Wadi al-Qahwa" (Coffee Valley), for example, translates the Arabic term but gives prominence to the original script, reflecting a balanced approach to local and global communication. The color schemes often incorporate desert hues, subtly reinforcing the connection to Saudi landscape and identity.

The Hegemonic Brandscape: Implications for the Future

The emergence of "kufi" and the frequent foregrounding of English in bilingual signage reveal a complex interplay of linguistic forces. While "kufi" represents a fascinating evolution of language, it also hints at the pervasive influence of English. The dominance of English as the source language in many bilingual signs raises questions about global linguistic hegemony, echoing the "think globally, act locally" mantra, perhaps prompting a need to "think and act glocally" instead, prioritizing local identity as a powerful force in the global marketplace.

This study's findings highlight the need for further exploration into the dynamics of coffee shop branding, not only in Saudi Arabia but across diverse cultural contexts. Understanding how coffee shops navigate the delicate balance between local and global appeal will be crucial in deciphering the future of branding in an increasingly interconnected world.