Alshaya Technical opens first Excellence Centre (ATEC) in Dubai

02 Feb 2023

Alshaya Technical, part of Alshaya Group, one of the world’s leading international retail franchise operators and the master distributor of Thermoplan coffee machines in the region, recently opened its first Excellence Centre in the heart of Dubai Silicon Oasis – Phase 5.

The 800sqm flagship centre welcomes customers, partners, and dedicated coffee business professionals on a journey that defines great coffee experiences.  The floorplan, lighting, and furnishings are designed to engage customers, giving them freedom of movement and space to explore different machines and their capabilities. The centre also features a workshop, training rooms and a service centre equipped to service coffee machines.

Commenting on the opening, Murray Leslie Vice President of Sales & Business Development for Food & Beverage at Alshaya Group said, “The moment we’ve all been waiting for has finally arrived. The Alshaya Technical Excellence Centre (ATEC) is a concept that has been designed to bring our brand vision to life. ATEC is a place where our technical team, partners and customers can connect with us on a more personal level and take advantage of the expertise and knowledge that our technical team is eager to share.”

Alshaya Technical’s Excellence Centre showcases high-performance bean-to-cup professional coffee machines from a number of renowned partners including Thermoplan, Franke, BUNN, Nuova Simonelli that are commercially used in restaurants, cafes, offices, and other establishments where coffee equipment is essential to their operations. Visitors and customers will also be able to enjoy a sensory coffee-tasting experience as they savor freshly made coffee from the various self-serve coffee machines including Starbucks coffee machines.

ATEC’s aim is to allow partners like Starbucks across the region to fully focus on serving their customers without having to worry about their machines. The specially designed centre provides hands-on access to popular machines including Thermoplan’s Black&White range.

Regularly trained and certified by international equipment manufacturer partners, Alshaya Technical’s team ensure their customers receive the same exceptional service standard, wherever they operate.​

In late 2022, Alshaya Technical was certified as the authorised and designated Master Distributor of the Thermoplan Black&White range of fully automatic coffee machines and equipment across 10 countries in the MENA region. For nearly 20 years, Thermoplan has been Starbucks’ exclusive global supplier of the Mastrena coffee machines, including the ones used in Alshaya’s Starbucks stores.