Fred Mouawad, founder of the Swiss-based company, Global Franchise Architects, was always intrigued by the power and growth potential of retail brands that are recognized, visible, and accessible to a broad customer base. He noticed the emergence of coffee houses in the US, and was convinced it would one day become a trend in Asia. He saw that coffee - the most consumed beverage in the world - crosses all cultural, political and economic lines and is an experience shared by all people from all cultures. This idea was the driving force behind Mr. Mouawad's vision of Coffee World - where the world meets. He viewed the coffee shop as a global meeting ground that can be a shared experience by all.