Cilantro

Established in 1999, Delicious Inc. gave birth to the Cilantro brand at the start of the millennium with the opening of its first store in Cairo, Egypt, in the year 2000. Since its opening, Cilantro has set out to effect a dramatic change in the coffee shop concept in Egypt and lead the market to a new era.

Cilantro came in the scene and helped develop the market of the western style café, thus paving the way for many international chains to join in. However, Cilantro continued to pioneer, educate and lead the market.

Cilantro’s slogan is “Appetite for Life”, which describes what Cilantro is all about. Cilantro is not just another coffee shop or chain of cafes, it is part of its customer’s life and it is an active part of its community’s life also. Cilantro does not only offer its customers food, beverage, and a seating area; it offers them a home. Cilantro has succeeded to develop the Cilantro community of cafes that blends within its customers’ lives. Cilantro is acknowledged as a lifestyle brand, viewed as a trendy modern and distinguished place that attracts the upper and upper middle class. Cilantro is the market leader in Egypt whether in terms of number of outlets, rate of growth, number of daily customers, prime locations, volume of sales, type of customers and customer loyalty.