Ten years ago, we started Piccolo with a simple yet ambitious vision: to craft coffee that earns the respect of specialty coffee enthusiasts — and the love of everyone else.
From day one, our focus has always been on the details — from sourcing and roasting to achieving perfect balance between flavor and quality. We’ve always believed that every cup of coffee tells a story, and our mission is to tell that story in the best possible way.
But over time, we realized that our story deserved a wider audience.
Coffee is no longer just a premium beverage reserved for specialty cafés — it’s become part of the daily lifestyle of millions.
And that’s when we asked ourselves a question that changed our direction:
Why not make great coffee accessible to everyone, in every home — without losing our identity as a specialty roastery?
From an Idea to the Shelf
The next step was clear, but not easy: to take our signature coffee beans — the ones our customers already know and love — and place them on supermarket shelves.
This wasn’t just about distribution. It was about redesigning the entire experience from the ground up:
- How do we maintain the same high quality?
- How do we communicate the Piccolo message in a simple, approachable product?
- How do we create an experience that consumers can feel from the very first sip — even if they’ve never heard our story?
We rethought everything — the packaging, the colors, the copy, even the pricing.
Our goal was for consumers to feel that Piccolo isn’t just “specialty coffee,” but coffee made for every moment of the day.
Between Coffee and Commerce… We Choose Passion First
Some may see our entry into supermarkets as a purely commercial move.
For us, it’s much more than that — it’s a cultural shift.
It’s our way of saying that we believe in the Saudi coffee market, in the growing awareness of consumers who value quality, and in the idea that great coffee shouldn’t be rare or exclusive.
We’re not just selling coffee bags — we’re building bridges between passion and people.
And that’s the most challenging and beautiful part of our journey.
The Next Chapter
Piccolo’s presence in grocery stores and supermarkets isn’t the end of our journey — it’s the beginning of a new one.
It’s a step toward expanding our impact and introducing more people to the meaning of specialty coffee — in a simple, accessible way, without compromising the values we started with.
Today, Piccolo is more than a roastery.
It’s a vision — one that says quality can be within reach, and passion can live in every cup.
This isn’t just a marketing move; it’s a belief — that great coffee deserves to be shared with everyone.