Thu 17 Aug 2023
MEET THE BUYER: INTERVIEW WITH VIRGIN ATLANTIC
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“The definition of luxury is changing – now it’s more about provenance and wellbeing.” - Rami El-Dahshan, Head of Clubhouses at Virgin Atlantic
What customer shifts have you noticed in the last 2 years?
Customers are led more by their needs than by what they’re served – people are a lot more educated about the choices they’re making, particularly around coffee.
Which key trends are impacting your business in 2023?
Supply chain issues/delays, and the emergence of the challenger brand…
Are there any key trends that have decelerated in the last 12 months?
CBD is coming to a natural end.
Which hero product have you launched recently?
Our Origin range, served with the V60 pour over.
What are you currently looking for in terms of new products and innovation?
I don’t know until I see it. I am looking for theatre and ceremony that customers will remember.
What advice would you give Suppliers meeting you during their 1-to-1 25-min meeting?
Know that we are not a restaurant and don’t make margin on products. Every decision I make is to improve customer experience, not to make more money.
In which product categories have you witnessed a substantial spike in demand?
Nolo spirits and beers. Unusual and exciting teas!
How important is sustainability for your business?
It’s a given.
How important is Health and Wellness within your client base?
We use the phrase “mindful indulgence” – Wellbeing in a luxurious way without being detrimental.
What’s your personal mantra?
Ask questions.
What’s your favourite book of all time?
The Bell Jar by Sylvia Plath
Where do you find inspiration?
From other people’s stories.
Your favourite place for coffee?
Flat White in Soho.
Meet Virgin Atlantic at European Coffee Symposium 2023.
