The value-focused coffee chain has exceeded 400 outlets across Romania, expanding in small and medium-sized cities, and has set its sights on 1,000 stores across the country by 2028
5 to go is targeting further regional expansion over the next five years to reach 1,000 stores in Romania | Photo credit: 5 to go
Romanian coffee chain 5 to go has surpassed 400 stores in its native market, opening an average of 16 new locations each month throughout 2022.
Founded in 2015, the company, which holds a 49% market share of the branded coffee shop market in Romania, is forecasting turnover in the region of €24m ($23.4m) for 2022. If reached, the figure would be double 5 to go revenues achieved in 2021 and almost four times higher than in 2020.
5 to go is targeting further regional expansion over the next five years, particularly in towns with at least 10,000 people, to reach 1,000 stores in Romania. The percentage of 5 to go stores outside the capital city of Bucharest has grown to 40% in the last 12 months.
Additionally, the coffee chain is seeking to strengthen its international presence, with Spain, Germany, Bulgaria, Poland and Moldova cited as potential new markets. The company currently operates international stores in the UK, France, Belgium and Hungary.
“The results achieved so far put us in a winning position, but we are now heading towards a marathon, which requires a sustained pace over the next five years to help us reach the threshold of 1,000 coffee shops in Romania. In the marathon, not the speed of the start, but endurance is essential, and this derives, in our case, from adaptability, flexibility, and creativity”, said Radu Savopol, co-founder of 5 to go.
5 to go is also seeking to scale its retail presence and is exploring potential consumer trends that can further improve its portfolio of private-label products under the 5 to go brand.
“5 to go consumers associate our brand with quality, taste, and diversity. Moreover, the diversity of the product range has attracted new categories of customers to the cafés, not just daily coffee consumers. The mix of products sold is still in favour of coffee-based products, with more than 70% of the total turnover. Moreover, coffee is also the catalyst to success for local entrepreneurs in small and medium towns, where 5 to go soon becomes the official supplier of coffee and daily energy for the local community,” added Lucian Bădilă, co-founder of 5 to go.
5 to go is by far the largest branded coffee chain in Romania ahead of Starbucks, which operates around 60 stores, and McCafé's circa 40 outlets.