Greek coffeehouse chain Mikel Coffee has entered the Serbian market with the opening of a new store on Belgrade’s John Kennedy Street, World Coffee Portal has reported.
The strategic move is part of the company’s broader expansion in the Balkans, where it already has a significant presence with 270 stores in Greece and 49 more across Bulgaria, Cyprus, North Macedonia, Romania and Turkey.
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The Serbian coffee shop market is predominantly led by independent brands, with only six branded chains operating a total of 140 outlets.
Local leaders Hleb & Kifle and Kafeterij dominate the scene, with 42 and 41 stores respectively.
International players such as McCafé and Starbucks also have a presence, with 15 and seven stores respectively.
Mikel Coffee’s expansion into Serbia enhances its European footprint, which includes four stores in the UK and Germany.
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By GlobalDataThe company’s global reach extends to two stores each in Canada, the US and Australia, along with 18 outlets across seven countries in the Middle East and North Africa.
In June 2023 Mikel Coffee entered the Iraqi market by opening an outlet at the Family Mall shopping centre in Sulaymaniyah, in partnership with Dubai-based hospitality investment and management company B&K Group.
The Larissa-based coffeehouse chain plans to open Mikel Coffee outlets all over Iraq in the three years to 2026.
Its Iraqi debut follows its market entry in Germany, where Mikel Coffee opened in Stuttgart in May 2023.
