Introduction
From the early morning hours to late in the afternoon, coffee has become an integral part of our daily routine. Beyond simply providing energy, coffee is closely linked to moments of relaxation and social interaction. In Greece, in particular, coffee culture holds a special place, creating a community of consumers who actively seek flavors, quality, and aromas that satisfy even the most demanding palates.
So, we combined our own meeting with Fotis Dimitroglou and Ilias Aivazidis, the founders of Caffeine Roastery Superfoods, by enjoying our favorite coffee together at the Drive Through store on Dimokritou 29 in Xanthi. There, we had the chance to get an inside look at their company’s success story.
The begining:
The idea was born in 2014, when Fotis and Ilias, already having many years of experience in the food service industry, decided to offer something different to the consumers of Xanthi: a coffee of exceptional quality, combined with healthy superfood products. The idea came to life in 2015, on Andreou Dimitriou Street 51-53 in Xanthi, when they opened the doors of the first Caffeine Roastery Superfoods store.
Before that, they had already earned the trust of consumers through a previous coffee shop they owned, where customers often asked to take their coffee to go. Thus, the idea for Caffeine Roastery Superfoods was born out of a market need they had observed, combined with their desire for growth and innovation.
rom the very beginning, the two entrepreneurs placed great emphasis on maintaining high quality—both in their coffee and in all other products. Their goal was to create a space that not only served excellent coffee but also offered a friendly and welcoming environment for every customer.
The impeccable professional image—from staff uniforms to the overall brand identity—along with the exclusive private-label coffee blend they still maintain to this day, and the continuous training of their staff, have all contributed—and continue to contribute—to their distinct presence in the market.
Franchise Network Expansion
The first Caffeine Roastery Superfoods franchise store opened in Komotini in 2016, marking the beginning of a new era for the brand. The success of this initial franchise laid the foundation for rapid expansion, giving a strong boost to the company’s growth strategy.
Soon after, new locations followed in key cities across Greece:
Alexandroupoli, Kavala, Serres, Thessaloniki, and Athens, as well as Cyprus, extending the brand’s reach beyond national borders.
This steady expansion reflects not only the strength of the franchise model but also the trust consumers place in the Caffeine Roastery Superfoods name, thanks to its commitment to high-quality coffee, nutritious superfoods, and excellent service.
The idea for launching a franchise emerged organically, as many individuals, recognizing the growth potential of the brand, began expressing strong interest in becoming part of it.
This external demand served as a clear indication that Caffeine Roastery Superfoods had developed a concept with broad appeal and scalability. It confirmed that the company had successfully created a business model that not only resonated with consumers but also attracted aspiring entrepreneurs seeking a reliable and innovative investment opportunity.
“At first, many believed that the first store was already part of a franchise chain that didn’t yet exist in the area.”
,explain Fotis and Ilias, adding that this gave them the impetus to seriously consider expansion through franchising.
Maintaining Quality and Philosophy
Regarding the expansion beyond Xanthi, the main challenge that arises is ensuring quality across all locations. As they mention to us:
“It is one of the most challenging aspects we have to face daily. This is what we strive to instill in our franchisees.”
To ensure quality across the franchise network, a specialized team has been established that visits stores outside Xanthi, providing continuous support and conducting quality inspections.
“Our team visits the stores regularly and supports the full range of needs, from daily operations to more technical issues.”
For new franchisees, the Caffeine team sets clear guidelines and training standards to ensure the maintenance of the company’s quality and philosophy. Every new member of the “family” receives a detailed manual that precisely outlines the requirements for upholding high standards.
Being a member of the Caffeine family means loving what you do. It means promoting quality and authenticity in every aspect of the store’s operation, not just serving coffee, note Fotis and Ilias.
At this point, the collaboration with ena Development Consultants was crucial for the growth of the Caffeine Roastery Superfoods franchise network. From the very beginning, ena offered its many years of experience and valuable guidance regarding the structure and strategy of expansion. Thanks to this partnership, the brand stabilized the quality and service standards that the founders had set from the outset. ena’s guidance contributed to ensuring consistency and stability across all new stores in the network, maintaining the brand’s integrity and optimizing the customer experience.
Social Responsibility and Sustainability
At Caffeine Roastery Superfoods, social responsibility and sustainability are integral parts of the company’s philosophy. Beyond offering high-quality coffee, the company implements sustainable practices such as promoting eco-friendly thermal cups in its stores, recycling, and reducing the use of physical menus by 90% through the platform menurio.com, significantly contributing to paper waste reduction. At the same time, it offers healthy products made from natural ingredients, promoting a healthy lifestyle.
The company’s contribution to society doesn’t stop there. Caffeine supports sports clubs and athletes, with a notable example being the Champion and Paralympian Dimitris Karypidis, who recently participated in the 2024 Paris Paralympic Games. Additionally, the company organizes voluntary blood drives and supports social groups in genuine need, strengthening its social impact and demonstrating the owners’ commitment to social solidarity.
Innovation and new products
The Caffeine team constantly dares to try new things, listening closely to the market and continuously offering something fresh and different to its customers. Recently, raw vegan bars and new beverages have been added to the menu, while the rollout of new products curated by an experienced chef has already begun in the Xanthi stores.
Meanwhile, coffee capsules for espresso machines have already been launched, allowing #caffeiners to enjoy their favorite coffee at home. Additionally, the addition of smoothies with plant-based protein brings an even healthier touch to their menu. However, the chain’s owners don’t stop there. As they told us, they plan to further expand their product variety with options such as matcha and other healthy offerings.
Future Plans
The philosophy of Caffeine Roastery Superfoods for the future is simple and clear: growth at a steady and quality-driven pace. The team is not in a rush to expand massively, as maintaining the quality that defines them is their top priority. Their goal is to open about two new stores each year, allowing each new location the time to establish itself and grow based on the company’s core values.
At the 34th Business Story event, Stavros Amoiras, Director of Strategic Planning & Development at ena Development Consultants, participated alongside Maria Kariofilaki from the company’s Marketing team.
Caffeine Roastery Superfoods
Θυμηθείτε την Business Story #33: Αγρόκηποι Νέστου
Θυμηθείτε την Business Story #32: #DigiAgriFood
Θυμηθείτε την Business Story #31: Grizo & Prasino
