Ever since the establishment of Kuwait the concept of opening new businesses was not very encouraging due to the political instability and lack of diversification. Any new business would mean in true definition, “a risk”. In the year 1973, a Kuwaiti man and his friend from Jordan, collaborated together to work on a joint venture. They were enthusiastic and strong willed; however, they had to work hard on developing an idea that would add value to the market of Kuwait. Not being able to deviate too much from the Arabic culture, they thought of targeting one very rich attribute of the Arab heritage, that is, none other than coffee. Along the years traditional coffee had lost its originality and a lot of new substitutes had taken its place.