Case Studies
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.
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.
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.
In Iran, brands such as Lamiz and Café Raees have captured significant market share through rapid branch expansion and strong connections with young audiences.
To measure Amir Chocolate’s position relative to competitors, Platinum Agency defined key performance indicators (KPIs):
These KPIs revealed Amir Chocolate’s strengths and areas that required improvement.
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.
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 highlight Gen Z’s interest in innovative, quick-consumption products:
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.
Café design has also evolved globally, with a focus on:
Such spaces create a feeling of openness and freedom while fostering social interaction, which is especially appealing to Gen Z.
Platinum’s recommendations focused on three key layers — People, Product, and Technology — to align Amir Chocolate with the needs of Gen Z.
Gen Z expects warm, authentic, and even informal interactions with café staff.
Platinum suggested:
Amir Chocolate needed to redesign its menu based on global trends. Platinum recommended:
To build long-term customer relationships and personalized experiences, technology was essential.
Platinum proposed:
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.
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.
