5 to go takes a significant step in strengthening its international presence by entering the Bulgarian retail market through a strategic partnership with Minimart, a local convenience store chain currently operating approximately 200 outlets and pursuing ambitious expansion goals. This collaboration contributes to increasing 5 to go’s brand awareness and expanding its international portfolio, giving consumers in the region easier access to the brand’s retail product range.
Regional expansion and entering new markets represent a key business pillar for 5 to go, a process accelerated by the sale of its majority stake at the end of 2024 to investment funds Accession Capital Partners and Invenio Partners. The experience of these funds brings valuable support to this extensive expansion plan.
“Entering the Bulgarian retail market through the partnership with Minimart opens a new chapter in 5 to go’s regional expansion strategy and strengthens the brand’s positioning in Southeast Europe. We anticipate significant growth in the retail segment over the next few years, both domestically and internationally, leveraging our diverse product portfolio, which has quickly become a favorite among Romanian consumers and aligns well with Bulgarian consumption patterns and Minimart’s profile,” stated Dumitru Iliescu, Retail Managing Director at 5 to go.
The new partnership marks the launch of 20 5 to go SKUs in Bulgaria, designed for at-home consumption. The available assortment includes Nespresso- and Dolce Gusto-compatible coffee capsules—top sellers in Romania—the ready-to-drink range including Italian Sparkling Espresso and the flagship product Salted Caramel Macchiato, Lemonvita by 5 to go lemonade, and the brand’s well-known flavored coffee syrups.
“From the very beginning of Minimart, our goal has been to stay close to our customers by offering a carefully curated mix of special products that provide the best value for money and a satisfying consumption experience. The 5 to go range meets all these criteria—it is extremely versatile and complements our current portfolio perfectly. We plan significant growth of the Minimart network in the Bulgarian market, aiming to become the largest convenience store chain in the region, and our strategic compatibility with 5 to go supports our shared objectives,” added Dragiya N. Dragiev, CEO of Minimart.
5 to go already operates two coffee shops in Bulgaria, located in Ruse, and will soon launch its franchise concept in this market to support its bold target of opening 150 coffee shops in the coming years. The local presence and direct interaction with Bulgarian consumers have already revealed strong interest in at-home consumption products, confirming the significant development potential for 5 to go across both HoReCa and retail channels in support of the brand’s long-term objectives.
About 5 to go
Founded in 2015, 5 to go has now surpassed 600 locations, making it the largest coffee shop chain in Eastern Europe and the most sought-after franchise in Romania. Radu Savopol and Lucian Bădilă are the founders of 5 to go, introducing the innovative single-price concept to Romania’s HoReCa sector. Under the slogan “Smile, there’s coffee!”, the coffee chain offers consumers a warm and friendly space where coffee takes center stage. The coffee blend is 100% Arabica, composed of beans from three origins, known for its intense and complex flavor. The number 5 is a structural element of the brand, with the team offering customers five key reasons to return: taste, professionalism, speed, variety, and lifestyle.
