Umutu Coffee is trying something new in Nigeria. Recognizing that there no social coffee culture there, the founders have decided to capitalize on a huge moneymaking industry.

There’s a reason why companies like Starbucks has never really picked up in Nigeria–many residents there just don’t consider coffee to be a necessity. However, as Nigeria’s culture is slowly changing, this idea could become highly profitable–especially in targeted locations such as the Lagos airports, or public corporate spaces.