Romania’s Ted’s Coffee Co. launches new on-the-go concept

Ted’s Coffee Co. plans to open three smaller format Ted's On-The-Go stores this year | Photo credit: Ted's Coffee Co.

Romanian coffee chain Ted’s Coffee Co. has launched a new on-the-go store format to support its plans to quickly scale across the country. 
 

Founded in 2013, Ted’s Coffee Co. currently operates 44 outlets across Romania and expects to reach 50 stores nationwide by the end of 2023. 

The coffee chain said the Ted’s On-The-Go concept, launched in an office building in Bucharest’s Floreasca business district, is dedicated to small unit spaces between 20-40sq m. Ted’s Coffee Co. plans to open three smaller format stores this year. 

“Ted’s On-The-Go is born from increased demand for a concept to fit in smaller spaces. The idea behind the concept is to have a cost-effective investment suitable for fast growing. Our target is to be able to build a coffee shop of 30 sqm with no more than €35,000 ($38,000). We will open seven coffee shops this year - three with the new on-the-go concept and four more traditional sites. At the end of the year we will have 50 outlets and €9m-€10m ($9.7m-$10.7m) turnover. The future plan is to join an investment fund to accelerate the growth to 100 outlets within the next three years,” said Vasi Andreica, CEO, Ted’s Coffee Co. 

Ted’s Coffee Co. will face competition from fellow Romanian chain Zireto, which predominantly operates to-go kiosks and small-scale cafés, and market leader 5 to go, which has opened 50 new stores since the start of the year. 

Founded in 2013, Ted’s Coffee Co. is the fifth largest coffee chain in Romania behind 5 to go and Zireto, which operate 470 and 71 stores respectively, and international brands Starbucks and McCafé, which operate 56 and 45 stores. 

World Coffee Portal research forecasts the 880-strong Romanian branded coffee shop market will reach 1,541 outlets by 2028.