5 to go records in 2022: 15.6 million coffee-based products sold

Deniza Cristian 11/01/2023 | 19:14

The year 2022 ended for 5 to go with a spectacular balance sheet and new records set. The Romanian brand launched 8 years ago opened 140 new cafes in 2022, exceeding 450 units in total, and spread nationally in no less than 90 cities, which also reflects the market share of 48.7% in the coffee chain segment in Romania for the year 2021.

 

The impressive evolution led to over 30 million euros turnover at the group level, twice as high as in 2021 and above the expectations set at the beginning of the year.

The sustained growth is due to the significant expansion at the regional level – in 2022, 35 new cities entered the 5 to go map. Increases in sales were also noticed: there were 14.4 million consumption occasions (coffee shop visits), with 15.6 million coffee-based products sold and 2.2 million liters of milk used. A major factor in these results is the development of the retail range, with exclusive products for this channel, which has helped to strengthen brand awareness and increase the degree of trial of products under the 5 to go brand.

“It is not easy to maintain this pace of growth, but in 2022 we managed to break our own records and set new benchmarks for the years to come. Now, 8 years after the launch of 5 to go on the Romanian market, we are a team of over 230 entrepreneurs, with over 1,050 employees at the group level, numbers that I thought would be difficult to reach when I started this business with only 3 people confident in the unique idea behind the first cafe. But what makes me the happiest is that we have reached and maintained our position as a valued Romanian brand, locally and internationally. The potential of 5 to go is high, and the results of 2022 have made us optimistic for this year when we want to keep the pace of development at 150 new cafes opened and reach a market share of 55%”, said Radu Savopol, co-founder of 5 to go.

2023: 30 more cities will have access to 5 to go products

The strategic pillars on which 5 to go is based in 2023 are regional development, with an objective of 30 new cities to be added to the 5 to go map, strengthening the presence in retail, as well as listing new products on this channel, developing the range of organic and vegan products or environmentally friendly variants, plus a focus on innovation at the product level, concepts, and campaigns, aimed at increasing the traffic in cafes and the average transaction value.

These directions are expected to positively impact turnover, estimated to reach 40 million euros at the group level, and increase to over 1,500 employees.

“2023 is the year of adulthood for us because 5 to go makes the transition to a multi-channel brand, already crossed the HoReCa border, and earns its place on retail shelves. Moreover, 5 to go products are becoming known outside the country, where we already have a presence in four countries, and we have proposed to enter the fifth one this year. We have big targets and records to overcome, and for that, we will continue to stay connected to the market, listen to our consumers, watch the trends, be flexible and ready to make quick decisions regarding the portfolio”, added Radu Savopol.

5 to go numbers in 2022

10th place in the European coffee chain list in 2021

48.7% market share in the coffee chain segment in Romania

Network of 451 cafes

14.4 million consumption occasions, over 60,000 consumers daily

A network of 220+ entrepreneurs

Turnover of over 30 million euros

4 international markets: Great Britain, France, Belgium, Hungary

5 private-label products intended for retail: RTD coffee-based products, VIWA by 5 to go vitamin water, IBRIK coffee, Nespresso-compatible 5 to go capsules, a range of organic cookies

1050+ employees

Over 45 local and international awards

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Deniza Cristian | 19/12/2022 | 18:45

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