The Rise of 5 to go
As the coffee culture continues to thrive globally, Romanian coffee chain 5 to go is making significant strides in the industry. Founded in 2015, this franchise has become a household name in Romania, known for its unique fixed-price concept and commitment to quality. As we step into 2026, 5 to go is setting ambitious goals with a target turnover of EUR 72 million and plans for international expansion.
2026 Growth Objectives
Entering 2026, 5 to go aims to accelerate its growth with a focus on both domestic and international markets. The brand plans to:
- Open 15 new locations in Bulgaria
- Expand to 10 locations in the Republic of Moldova
- Establish two new shops in Ireland
These developments are part of a larger strategy to reach a total of 1,000 coffee shops by 2028. This aggressive expansion plan highlights 5 to go’s commitment to becoming a leading player in the coffee shop market across Europe.
International Expansion: New Horizons
Internationally, the excitement is palpable as 5 to go prepares to open its first coffee shop in Dublin on February 12, 2026. This 140-square-meter location will feature a concept tailored to the local market, ensuring that it resonates with Irish coffee lovers.
In Bulgaria, 5 to go has already taken a significant step with its first location in Sofia, complementing two existing shops in Ruse. With two more outlets scheduled to open in Varna by May 2026, the brand’s international footprint is growing rapidly.
Local Adaptation: A Key to Success
The key to 5 to go’s success in new markets lies in its ability to adapt to local tastes and preferences. By embracing the local culture and understanding consumer behavior, 5 to go is well-positioned to thrive in diverse environments.
Innovation and Development in the Franchise Ecosystem
5 to go is not just about expansion; it also focuses on enhancing its franchise ecosystem. The company plans to introduce new product concepts under the 5 to go Bakery umbrella, catering to the growing demand for bakery items alongside coffee. Additionally, the launch of a Matcha Bar concept will allow them to explore new recipes and products, tapping into the rising trend of matcha consumption.
The integration of innovative product offerings not only attracts new customers but also retains existing ones, adding to the overall brand experience.
Emotional Connection: “Cafeaua mea” Campaign
In 2026, 5 to go is also launching a new communication approach titled “Cafeaua mea” (My Coffee), which emphasizes the authentic relationships built over time between the brand and its consumers. This initiative aims to reflect the everyday coffee rituals and the emotional ties customers have developed with 5 to go throughout its 11 years of operation.
By focusing on the personal connection with coffee, 5 to go is poised to deepen customer loyalty and enhance brand value.
The Future Looks Bright for 5 to go
With clear objectives for growth, innovative product offerings, and an emphasis on customer relationships, 5 to go is set to make a significant impact in the coffee industry in 2026 and beyond. As they expand their reach both domestically and internationally, the brand’s focus on quality and community will continue to resonate with coffee enthusiasts.
As industry professionals, we should keep an eye on 5 to go’s journey, as it not only reflects the evolving coffee landscape but also offers valuable insights into successful expansion strategies.
What are your thoughts on 5 to go’s ambitious plans for 2026? Share your insights in the comments below!
For more on the latest trends in the food and beverage industry, check out our articles on restaurant success strategies and coffee market trends.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
