Romania’s largest coffee chain wants to draw in Gen Z with matcha. It’s no secret that young people love matcha and are willing to spend a bit of extra money on it, whether it’s from Blank Street or Starbucks. Now, Romania’s popular chain 5 to go is opening a spin-off concept café dedicated entirely to matcha, aptly named Atelier Matcha and opening this week. The CEO of 5 to go said in a social media post that the concept store is part of a broader push to constantly experiment and stay ahead of new trends—and potentially expand to other countries in Europe if successful. Fueled by young consumers and social media, the matcha market is still rapidly expanding in Europe—though it’s already widely popular—so this is arriving at just the right moment. (World Coffee Portal)
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