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5 to go is expanding its Eastern European scope through a new partnership with Bulgarian convenience store Minimart, which will see 5 to go’s retail products launched in a new market.
The Romanian coffee brand will launch 20 of its SKUs for at-home consumption in Bulgaria, including Nespresso- and Dolce Gusto-compatible coffee capsules, a range of coffee syrups, and its ready-to-drink range featuring Italian Sparkling Espresso.
The move comes just months after the sale of the majority stake in 5 to go to investment fund Accession Capital Partners and private equity fund Invenio Partners.
Managing Director of Retail at 5 to go Dumitru Iliescu says the new partnership is a key step in the company’s ambition to undergo rapid retail expansion.
“Entering the Bulgarian retail market through the partnership with Minimart marks a new chapter in 5 to go’s regional expansion strategy and strengthens the brand’s positioning in Southeastern Europe,” Iliescu says.
“We are targeting significant growth in the retail segment over the coming years, both internally and internationally, leveraging the advantage of a diverse product portfolio that has quickly become a consumer favourite in Romania and aligns well with consumption patterns in Bulgaria and Minimart’s retail concept.”
Minimart CEO Dragiya N. Dragiev says the new partnership will help both companies pursue their growth goals.
“Since the launch of Minimart, we have aimed to be close to our customers, offering them a carefully selected mix of quality products that deliver excellent value for money and a satisfying consumer experience. The 5 to go range meets all these criteria, it is extremely versatile and a great addition to our current portfolio,” Dragiev says.
“We are planning a significant expansion of the Minimart network across the Bulgarian market, aiming to become the largest convenience store chain in the region. Our strategic compatibility with 5 to go strongly supports our shared growth objectives”
5 to go already operates two coffee shops in Ruse, Bulgaria, and is now positioning to launch its franchise concept in the market in the near future.
It is Romania’s most popular coffee franchise and, with more than 600 locations across Eastern Europe, is one of the region’s largest coffee shop chains. It has set a goal of opening a further 150 locations in the coming years.
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