Coffee Berry targets Belgium, Luxembourg and France in European expansion push

Coffee Berry is turning a decade of domestic growth into a bigger continental test, targeting Belgium, Luxembourg and France as its next European markets. For an Athens-born chain with more than 230 locations worldwide, the move is less about adding another flag to a map than proving that a regional coffee brand can travel, franchise by franchise, into some of Western Europe’s toughest café scenes.

The expansion follows a busy stretch for the company. Coffee Berry launched in Morocco and Hungary in 2025, and its first Hungarian store opened at Budapest Airport in late 2025. Founder and chief executive Haris Gryparis has described the business as operating in seven countries, a sign that the brand is still in an active build-out phase rather than settling into maturity. The company’s own materials list up to 129 locations in Greece, 83 in Cyprus, six in Egypt, one in Saudi Arabia, one in Germany and one in Morocco.

That reach traces back to 2016, when Coffee Berry was established in Glyfada, the Athens suburb that has become its home base. The same year, it began international expansion in Cyprus through a master franchise agreement with Zorbas. Coffee Berry says the Cyprus network grew to more than 75 stores and sales points within six years, an early proof point for the franchise model it is now trying to repeat across more markets.

The company has also been building the infrastructure to support that ambition. A 2024 corporate presentation said Coffee Berry invested an additional €10 million in a new production facility to back international expansion. In early 2026, it added another layer of corporate structure by creating an Advisory Board, a move that suggests a brand preparing for a more complicated cross-border footprint.

Belgium, Luxembourg and France make strategic sense if Coffee Berry can win them. Brussels will host the 2026 World of Coffee event and World Coffee Championships, putting the city at the center of the specialty conversation just as the Greek chain is eyeing the market. France is one of Europe’s most competitive café arenas, while Belgium and Luxembourg sit in densely connected Western European retail corridors where coffee and bakery-café concepts are judged quickly on consistency, price and brand fit.

For Coffee Berry, the challenge is clear: show that a Southern European coffee chain can move beyond home-market strength and stand up in mature Western European markets. If it works, the Greek brand could become a case study in how mid-sized Mediterranean operators are using franchising, supply-chain investment and tighter governance to compete far from home.