“Our goal is to become the number one brand for guest satisfaction” – Ted’s Coffee CEO, Vasi Andreica

Founded in 2013, Ted’s Coffee has established itself as a key player in Romania’s rapidly developing coffee shop market. CEO Vasi Andreica speaks to World Coffee Portal about the evolution of the Romanian coffee shop market, resilience in the face of rising costs and why striving to be the leader on customer satisfaction

Romania is among Europe’s fastest-growing branded coffee shop markets, with World Coffee Portal forecasting the total market will grow 20% to exceed 1,000 stores in 2024. Largely focused on convenience and value, Romanian coffee shops were hit with a 10% VAT hike last year – a fresh challenge compounding already high energy and raw material costs following the Russia-Ukraine conflict.