Exclusive: 5 to go outlines strategy and pricing for the Republic of Ireland

World Coffee Portal data suggests that the Romanian coffee chain’s focus on value and convenience will be a crowd-pleaser in the Republic of Ireland, but can the grab-and-go chain cut through the noise in a crowded market?

Named after its original 5 leu ($1.09) fixed-priced coffee model, Romania’s 5 to go has long been associated with affordable, on-the-go coffee. Today, the coffee chain is one of Romania’s most notable F&B success stories, with over 700 stores and an annual turnover of approximately €65m ($76.3m).

However, the value-focused chain has sometimes struggled to replicate that success in international markets, having shuttered dozens of stores and small-format concession sites in France, Belgium, the UK and Hungary.