An international coffee chain that already boasts nearly 300 stores worldwide is gearing up to open its first Toronto locations.
The Coffee was founded in Brazil in 2017 by three brothers, Alexandre, Carlos, and Luis Fertonani, who decided to create a cafe that placed an emphasis on Japan’s to-go coffee culture.
“They brought the concept of Japanese minimalism to Brazil and combined it with the best coffee in the country,” Felipe Assis, CEO of The Coffee’s Canadian operation, told blogTO.
Since opening its first two stores in Brazil in 2018, the brand has expanded drastically, with stores already opened or planned for in Mexico, Guatemala, Brazil, Spain, Portugal, France, Italy, Austria, Armenia, UAE, Thailand, Malaysia, Australia, and now, Canada.
Interior of The Coffee’s location in San Juan Puerto Rico: Photo: The Coffee.
The chain selects and roasts its specialty-graded beans in Curitiba, Brazil, and offers all your classic coffee shop drinks, including hot staples like cappuccinos, macchiatos, and americanos, pure black espresso shots, as well as cool drinks like iced lattes and cold brews.
Assis says the brand separates itself from other competitors through its emphasis on technology. At each of the brand’s stores, customers can place their orders through a tablet or directly through a mobile app.
“We hope to bring to the community a space where people can feel warm and cozy, gather with friends or family, while still maintaining the quality of our products,” Assis said.
The chain plans on sourcing ingredients from local vendors in Canada, and projects to create over 200 jobs in the country within the next five years, ranging from baristas to back-office staff.
Exterior of The Coffee’s San Miguel de Allende location in Mexico. Photo: The Coffee.
“The expansion in Canada was based on research conducted a year ago. We decided to start with Toronto since it’s the biggest market in Canada and the biggest market for specialized coffee. We made the decision based on many factors, including the city’s multiculturalism,” Assis explained.
The Coffee will be opening up its first two stores in Toronto in January at 901 King St. W. and 387 Front St. W., followed by a third in May at 150 Bloor St. W. Assis says the brand has already confirmed plans to open up a fourth location in the city.
Nationally, the chain plans to open over 40 stores, including future locations in Montreal and Vancouver, in an effort to make Brazilian specialty coffee more accessible in cities across the globe.
