Romanian brand 5 to go sets local record
Image: 5 to go
5 to go is a Romanian brand launched in 2015 that soon became the largest chain of coffee shops from Eastern Europe and the most accessed franchise in Romania. For 2022, 5 to go reported spectacular results: 140 new coffee shops opened last year, exceeding 450 units in total, and spread in no less than 90 cities across Romania, which confirms its position as the largest branded coffee chain in the country, with a market share of 48.7%. Increases in sales were also noticed in 2022: there were 14.4 million consumption occasions (coffee shop visits), with 15.6 million coffee-based products sold. The impressive evolution led to over 30 million euros turnover at the group level, twice as high as in 2021.
The sustained growth is due to the significant expansion at the regional level – in 2022, 35 new cities in Romania entered the 5 to go map, and 30 more are planned to be added this year. Moreover, 5 to go already began the European expansion, with a presence in four countries and the plan to enter the fifth one in 2023. The business success is also a consequence of the bold decision to enter the retail segment with its own brand portfolio, with five product lines launched under the 5 to go brand in 2022.
“It is not easy to maintain this pace of growth, but in 2022 we managed to break our records and set new benchmarks for the years to come. Now, 8 years after the launch of 5 to go on the Romanian market, we are a team of over 230 entrepreneurs, with over 1,050 employees at the group level. But what makes me the happiest is that we have reached and maintained our position as a valued Romanian brand, locally and internationally. The potential of 5 to go is high, and the results of 2022 have made us optimistic for this year when we want to keep the pace of development at 150 new cafes opened and reach a market share of 55% in Romania while strengthening the global presence with new countries and coffee shops opened in the markets where we are present”, said Radu Savopol, co-founder of 5 to go.
The strategic pillars of growth for the Romanian brand in 2023 are: regional development, strengthening the presence in retail, as well as developing the range of organic and vegan products or environmentally friendly variants, plus a focus on innovation at the product level are directions expected to positively impact the turnover, estimated to reach 40 million euros at the group level, and increase to over 1,500 employees at the group level.
5 to go numbers in 2022
- 10th place in the European coffee chain list in 2021
- 48.7% market share in the coffee chain segment in Romania
- 4 international markets: Great Britain, France, Belgium, Hungary
- Network of 451 coffee shops in Romania and +230 entrepreneurs
- Turnover of over 30 million euros
- 5 private-label products for retail: RTD coffee-based products, VIWA by 5 to go vitamin water, IBRIK coffee, Nespresso-compatible 5 to go capsules, a range of organic cookies
- +1050 employees
- Over 45 local and international awards