Costa Coffee plans to operate more than 200 points of sale in Belgium by the end of 2021 | Photo credit: Costa Coffee

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Europe’s largest coffee chain has entered the Belgian market, introducing a premium self-service coffee concept designed for hospitality venues. 
 
Costa Coffee’s ‘Marlow’ vending machines will be distributed by Coca-Cola Europacific Partners in Brussels, Antwerp, Ghent and Liège, with the multi-national bottling company announcing plans to expand the concept to more than 200 locations by the end of 2021. 
 
In a press release, Costa Coffee said its Belgian debut formed part of a wider strategy to grow the brand's presence across Europe, the Middle East and North Africa.
 
With the launch of its premium self-service coffee brand in Belgium, Costa Coffee say they want to address misconceptions about coffee vending machines in the country. Research conducted by the coffee chain showed six out of ten Belgian consumers surveyed have unfavourable views of self-service coffee.
 
“Our launch in Belgium marks the start of a strong partnership between Costa Coffee and Coca-Cola Europacific Partners... we see huge potential in the Belgian market for our freshly prepared coffee specialties,” said Christophe Cuyx, Director Hot Beverages at Coca-Cola Europacific Partners Belgium – Luxembourg.
 
Costa Coffee was an early entrant into the premium self-serve coffee market. In 2011, the coffee chain acquired the 900-unit Coffee Nation vending machine business for £59.5m ($77.3m), which it converted into its Costa Express brand. The chain currently operates 12,449 coffee machines in 41 countries worldwide.
 
Founded in 1971, Costa Coffee operates around 3,800 coffee shops around the world, with the majority of stores located in its native UK market. In late-2018 Costa Coffee was purchased by US beverage giant Coca-Cola from UK restaurant and hotel operator, Whitbread, in a deal worth £3.9bn ($5.4bn).