5 to go seeking further European expansion following strong first quarter sales

A 5 to go Plus outlet in Romania. The chain launched its larger footprint Plus store model in 2018 | Photo credit: 5 to go

Bucharest-based 5 to go sustained rapid outlet expansion across Romania in the first quarter of 2024 and is set for further international growth following an agreement to launch in Bulgaria. 
 

The value-focused coffee chain accelerated domestic outlet growth in the three months ending 31 March 2024, opening 40 new locations to reach 550 sites across 120 Romanian cities. 
 

As part of its goal of opening more than 150 outlets this year, 5 to go is seeking to expand internationally and has agreements in place to open two stores in Bulgaria this year.  

5 to go’s international presence currently comprises four stores in Hungary. The small-format chain has two further sites set to open in Budapest this month and plans to reach 10 outlets in Hungary by the end of the year. 

In October 2023, 5 to go announced plans to open an outlet in Bratislava in early 2024 and remains in negotiations over locations for its Slovakian debut. 

5 to go achieved 48% year-on-year sales growth in the first quarter to reach €17m ($18.4m) and in January 2024 forecast full-year revenues would reach €50m ($54m). 

“We are testing the market both locally and in neighbouring countries, analysing trends and adapting our brand strategy and price positioning, where necessary, in order to respond to the specific needs of customers,” said Radu Savopol, co-founder of 5 to go. 

Founded by Savopol and Lucian Bădilă in 2015, 5 to go began operations with a value-focused menu pricing most beverages at 5 leu ($1.09). While an espresso still costs 5 leu the chain has since raised prices on other coffee beverages, with cappuccinos, lattes and flat whites now costing 6 leu ($1.31), 7 leu ($1.53) and 10 leu ($2.19) respectively. 

5 to go is the largest coffee chain by outlets in Romania, holding more than a 50% market share. World Coffee Portal’s Project Café Europe 2024 report forecasts the total branded Romanian coffee shop market will grow from 950 stores to exceed 1,500 outlets by 2029.