Amir Chocolate Market Analysis: Competitors, Trends, and Gen Z Needs

Amir Chocolate, as Iran’s first multi-branch café, has been a turning point in the country’s chain café industry. By expanding its branches, the brand introduced a new experience of café culture to its audience and set a new benchmark in this sector.

However, with the emergence of Gen Z, market conditions began to shift. This new generation, with its distinct lifestyle and expectations, brought fresh demands for cafés. Simultaneously, new competitors like Lamiz and Kai entered the market, specifically targeting Gen Z needs, which created a highly competitive environment for Amir Chocolate.

As a result, Amir Chocolate needed to redefine its strategy to maintain and strengthen its market position against these rising competitors.

Market and Competitor Analysis

To design an effective strategy for Amir Chocolate, the first step was a comprehensive market and competitor analysis. This included studying global success stories, reviewing domestic brands, and defining KPIs for benchmarking performance.

Reviewing International Brands (e.g., Starbucks)

Globally, brands like Starbucks and Costa Coffee are considered successful examples of chain cafés.
 They have built a powerful model by combining product quality, customer experience, and cohesive branch design across different countries.
 Their focus on unique ambiance, menu innovation, and tech-driven customer engagement has been key to their success.

Reviewing Domestic Brands (Lamiz, Café Raees, etc.)

In Iran, brands such as Lamiz and Café Raees have captured significant market share through rapid branch expansion and strong connections with young audiences.

• Lamiz has emphasized menu diversity and modern café design,
• while Café Raees has focused on cozy customer experiences and convenient accessibility.

Defining KPIs for Benchmarking

To measure Amir Chocolate’s position relative to competitors, Platinum Agency defined key performance indicators (KPIs):

• Geographical coverage: Number and distribution of branches across cities.
• Pricing model: Whether pricing was affordable or premium-oriented.

• Menu diversity: Range of offerings and inclusion of trend-driven items or unique products.

These KPIs revealed Amir Chocolate’s strengths and areas that required improvement.

Amir Chocolate’s Strengths and Position

1. Wide Geographical Coverage and Accessibility

One of Amir Chocolate’s most significant competitive advantages is its extensive branch network, which surpasses many competitors.
 This accessibility allows customers to easily visit its cafés across various locations — a vital factor for Gen Z, who value speed, convenience, and instant availability.

2. Affordable Pricing Strategy

Another strength is Amir Chocolate’s affordable pricing policy.
 Unlike premium brands that cater to a limited, higher-income audience, Amir Chocolate maintains quality while keeping prices attractive to a broader demographic, particularly Gen Z.
 This approach has helped Amir Chocolate secure a larger market share compared to premium-focused competitors.

Global Trends and Market Opportunities

Product Innovation: Matcha, RTD, On-the-Go Items

Global trends highlight Gen Z’s interest in innovative, quick-consumption products:

• Drinks like Matcha or Ready-to-Drink (RTD) beverages
• On-the-Go options such as croissants, cookies, or small snacks

These items appeal to Gen Z due to their convenience, speed, and unique flavors.
 Integrating such products into Amir Chocolate’s menu could strengthen its positioning in the minds of younger customers.

Modern Café Space Design

Café design has also evolved globally, with a focus on:

• Abundant natural light
• High ceilings or open walls
• Contemporary, minimalist aesthetics

Such spaces create a feeling of openness and freedom while fostering social interaction, which is especially appealing to Gen Z.

Platinum’s Three-Layer Solution for Amir Chocolate

Platinum’s recommendations focused on three key layers — People, Product, and Technology — to align Amir Chocolate with the needs of Gen Z.

1. People Layer

Gen Z expects warm, authentic, and even informal interactions with café staff.
 Platinum suggested:

• Adjusting the age range of staff, hiring younger team members to better resonate with Gen Z customers.
• Designing training programs to help employees create memorable and engaging customer experiences.

2. Product Layer

Amir Chocolate needed to redesign its menu based on global trends. Platinum recommended:

• Adding trend-driven beverages like Matcha and RTD drinks.
• Creating small, quick-service food options like cookies and croissants, ideal for customers on tight schedules.

3. Technology Layer

To build long-term customer relationships and personalized experiences, technology was essential.
 Platinum proposed:

• Implementing a CRM system to capture and analyze customer data.
• Using this data to create personalized offers and loyalty programs, boosting both customer engagement and retention.

Conclusion

Platinum’s market analysis for Amir Chocolate revealed that success in competing with domestic and global brands depends on aligning with Gen Z’s needs.

• Staff adjustments to build authentic connections,
• Menu redesign around trending global products, and
• Technology integration for personalized engagement

These three pillars formed the foundation of Amir Chocolate’s transformation strategy.

The project concluded with a comprehensive action plan, serving as a roadmap for Amir Chocolate’s growth, helping the brand stay competitive by embracing trends and meeting Gen Z’s expectations.