The Swedish coffee chain says convenience-based café formats could ‘open up a whole new market’ for the brand
Waynes said the on-the-go format will ‘open up a whole new market’ for the brand | Photo credit: Waynes
Stockholm-based organic coffee chain Waynes has opened a new express café concept in a bid to attract an increasing number of on-the-go consumers in high footfall locations.
Launched within the Väla Centrum shopping centre in Helsingborg, the café will offer customers takeaway coffee, pastries and a select range of light lunches. The express café is the company’s second site in the shopping mall.
Alistair Burrows, Franchise Manager at Waynes, said the on-the-go format will ‘open up a whole new market’ for the brand.
World Coffee Portal research shows Sweden is the 14th largest branded coffee shop market in Europe by outlets, at over 500 stores.
Founded in Stockholm in 1994, Waynes is the second largest café operator in Sweden with more than 70 stores, behind market leader Espresso House which operates more than 250 outlets in the country.
Waynes also has an international presence in Germany, Norway, Cyprus, Jordan, Saudi Arabia and Vietnam, but saw international franchised stores close during the pandemic, notably in Finland and the UK.