Award Winner at the Third Case Conference organized by The Case Hub at the Suliman S. Olayan School of Business, American University of Beirut.
OLE Coffee (OLE), a Kuwaiti family-owned cafe, was led by chief executive officer Roufaida Boodai, who was passionate about sustainability. Despite implementing several eco-friendly practices, OLE had not effectively communicated its sustainability efforts to customers. Boodai faced a dilemma: should she continue treating sustainability as an internal value or should she leverage it to enhance customer loyalty and brand differentiation in a market where environmental awareness was not yet a priority?