Radu Savopol says 2023 was a very good year for 5 to go. He shares his thoughts with GCR on what to expect for the coffee industry in 2024.
We reached 500 coffee shops in Romania, 84 in 2023 alone. We also advanced to ninth place in the European top coffee shops for 2022, with the highest growth in the number of locations in Europe. The biggest accomplishment of all, is that we are continuing our upward trend, and keeping our customers happy.
In 2024, we will continue our expansion plans, locally and internationally, keep focus on innovation and environmentally-friendly products, and develop our presence in retail. 5 to go has chosen to democratise the sale of good coffee, every day at the best price, and be next to consumers in small towns and big cities, in Romania, and the other countries we are present. We will focus on signature drinks, and try to innovate whenever we can. Given the fast pace of development of our business so far, I can say that we are always ready for new challenges, and have many surprises in store.
The coffee market has evolved a lot, consumers are more aware of the quality of the products they buy, and are looking for sustainable, certified products that still offers the perfect taste. Everyone in this industry is doing the same thing – selling coffee – but to remain competitive, what matters most is creating a positive customer experience. Business execution is as important as the business strategy.
I also believe in the role of the barista, who can transform the coffee experience into an amazing story with their skills and experience, improving the associations consumers make with a brand.
In addition to the coffee price inflation, 2024 comes with many tax changes and extra costs that will affect entrepreneurs, so maintaining high standards will be challenging. My wish for the international coffee industry is for it to remain dynamic and implement meaningful changes, keeping focus on the final consumer.
This article was first published in the January/February 2024 edition of Global Coffee Report. Read more HERE.