The global coffee landscape just got a major shake-up. On December 3, 2025, Miami welcomed its newest caffeine destination as The Coffee, Brazil’s rapidly expanding specialty coffee phenomenon, officially opened its first U.S. location in the vibrant heart of Wynwood. This marks a pivotal moment not just for the brand, but for the American food and beverage industry as international coffee concepts continue to reshape consumer expectations.
With over 325 locations spanning 25+ countries, The Coffee has built an international cult following that combines Brazilian coffee expertise with Japanese-inspired minimalism and cutting-edge technology. Now, U.S. food service industry professionals have a front-row seat to witness how this global success story translates to American soil.
Brazilian Roots, Global Ambitions
Founded in Curitiba, Brazil, The Coffee has achieved what many food and beverage companies only dream of: rapid international expansion without compromising quality or brand identity. The numbers speak volumes – more than 125 international locations and over 200 stores in Brazil, with presence across Europe, Asia, and Latin America.
“The United States is likely to become the company’s largest market,” explains Carlos Fertonani, CEO of The Coffee. “We are talking about the world’s largest economy and a country where the franchise model is highly consolidated, with the main industry chains having been founded there. In addition, there is significant room to explore the specialty coffee market, which continues to grow consistently.”
This expansion strategy reflects broader food and beverage trends where established international brands are targeting the U.S. market’s sophisticated palate and franchise-friendly business environment. For hospitality industry professionals, The Coffee’s approach offers valuable insights into successful global brand localization.
Why Wynwood? Strategic Location Selection
The choice of Wynwood as The Coffee’s U.S. debut location wasn’t arbitrary. Guillaume Soyer, Master Franchisee for the Florida Market, explains: “Choosing Wynwood was a natural decision because its strong Latino culture and creative energy mirror the spirit of our brand. Many Miami locals and visitors have already experienced The Coffee abroad, especially in Latin America, and we’re proud to create a home for it here in South Florida.”
This strategic positioning highlights a crucial lesson for food and beverage management: successful international expansion requires deep understanding of local demographics and cultural connections. Wynwood’s artistic community and Latino heritage create the perfect bridge between The Coffee’s Brazilian origins and American market entry.
The 1,700-square-foot space at 136 NW 27th Street seats 42 guests, demonstrating how premium coffee concepts are optimizing footprint efficiency while maintaining the experience quality that drives customer loyalty.
The Coffee Experience: Menu Innovation Meets Technology
The Coffee’s menu philosophy centers on what the food and beverage industry calls “accessible sophistication” – high-quality offerings that appeal to both purists and Instagram-conscious consumers. Their signature Pure Black double-shot espresso caters to coffee purists, while the visually stunning Sora Latte (a butterfly tea blend with coconut and vanilla) captures the social media moment crucial for modern restaurant marketing.
Key menu highlights include:
- Pure Black: Bold double-shot espresso showcasing bean character
- True White Latte: Silky, perfectly balanced milk coffee
- Sora Latte: Instagram-worthy butterfly tea blend
- Black Ginger: Innovative espresso-tonic-ginger combination
- Mad Mocha: Indulgent coffee-chocolate creation
Beyond beverages, the food service offerings include freshly baked pastries, croissants filled with ricotta, honey, and almond, plus rotating breakfast selections made with premium, natural ingredients.
This comprehensive approach reflects current food and beverage trends toward experiential dining where beverage programs drive traffic and food complements the core offering. For beverage industry professionals, The Coffee’s model demonstrates how innovative drink presentations can command premium pricing while building brand differentiation.
Technology-Forward Service Model
The Coffee’s “technology-driven service model” represents more than just efficiency – it’s a strategic response to evolving hospitality technology expectations. While specific tech implementations weren’t detailed in the announcement, the emphasis on technological integration aligns with broader food and beverage management trends toward contactless ordering, mobile payments, and data-driven customer experiences.
This technological focus positions The Coffee to compete effectively with established American coffee chains while offering the premium experience that drives customer loyalty in the specialty coffee segment.
Market Implications for U.S. Food Service Industry
The Coffee’s U.S. entry signals several important trends for food and beverage companies:
International Competition Intensifies: American coffee chains now face sophisticated international competitors with proven global expansion models and unique value propositions.
Premium Positioning: The success of brands like The Coffee demonstrates continued consumer willingness to pay premium prices for authentic, high-quality coffee experiences.
Cultural Fusion: The Japanese-Brazilian fusion concept showcases how cross-cultural food and beverage concepts can create unique market positioning.
Franchise Model Validation: The Coffee’s franchise-based expansion confirms this model’s continued effectiveness for rapid market penetration.
For restaurant owners and foodservice executives, The Coffee’s approach offers a masterclass in international brand adaptation. The combination of authentic heritage, visual appeal, and technological integration creates a differentiated position that traditional American coffee shops must now consider.
Looking Forward: Expansion Implications
The Miami opening represents just the beginning of The Coffee’s American expansion. With CEO Fertonani’s prediction that the U.S. could become their largest market, food and beverage industry professionals should expect additional locations and increased competition in the specialty coffee segment.
This expansion timeline creates opportunities for:
- Suppliers to connect with an internationally proven brand entering growth mode
- Real estate professionals specializing in premium food service locations
- Hospitality managers to study successful international adaptation strategies
- Food and beverage directors to benchmark against emerging competitive standards
Industry Takeaways
The Coffee’s Miami debut offers several key lessons for food and beverage management professionals:
- Cultural Connection Matters: Successful international expansion requires authentic cultural bridges, not just product translation.
- Visual Experience Drives Growth: Instagram-worthy presentations are no longer optional – they’re essential for modern beverage industry success.
- Technology Integration: Forward-thinking service models incorporating technology create competitive advantages.
- Premium Market Opportunity: Consumer willingness to pay for authentic, high-quality coffee experiences continues growing.
The Coffee is open seven days a week from 7:30 AM to 7 PM at 136 NW 27th Street in Wynwood. For food and beverage industry professionals interested in experiencing this international concept firsthand, visit their website or follow @thecoffee.us on social media.
As international food and beverage trends continue reshaping American dining landscapes, The Coffee’s U.S. debut represents a significant moment worth watching. Their success – or challenges – in adapting their global formula to American tastes will provide valuable insights for the entire hospitality industry.
For more analysis of international expansion trends affecting the food service industry, explore our coverage of global growth strategies and menu engineering innovations.
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.
