Italy’s Café Barbera planning rapid franchise expansion in Greece

Café Barbera is now planning to expand across Attica with a mixture of corporate and franchise stores | Photo credit: Café Barbera

Italian coffee chain Café Barbera is seeking to significantly grow its presence in Greece and has set a goal to reach 100 stores by 2030. 
 

Café Barbera debuted in Greece in November 2023 with a small-format store in the historical centre of Athens and currently operates three company-owned outlets in the city. 

The coffee chain is now planning to expand across Attica – which encompasses the entire Athens metropolitan region – this quarter with a mixture of corporate and franchise stores. 

Speaking to World Coffee Portal, Café Barbera Managing Director Elio Barbera said the business will then turn to nationwide franchising to reach its 100 stores by 2030 target. 

“The Greek coffee market presents a significant untapped opportunity for an Italian coffee shop chain with a rich tradition, offering a unique and authentic experience in a competitive landscape dominated by local Greek brands. Our concept will feature an extensive coffee menu, blending Italy’s traditional coffee culture with popular Greek favourites like Freddo Espresso, ensuring a diverse and appealing selection for all coffee lovers,” Barbera said. 

Greece’s 2,000-store branded coffee shop market is heavily led by domestic brands, with market leaders Coffee Island, Gregory’s and Mikel Coffee collectively holding 52% total market share. Milan-based 12oz Coffee is currently the only other Italian coffee chain operating in the country. 

With a history dating back to 1870, Café Barbera is one of Italy’s oldest coffee roasters. The business launched its coffee shop concept in 2004 and now operates 40 Café Barbera stores across 22 markets globally. Café Barbera has agreements in place to launch in Romania, Mauritius, Bangladesh and Malaysia.