A concept that was conceived over a cup of coffee on a training center morning has come to fruition, or more accurately, will be launched next week.
“I realized how difficult it is to come up with something new when you’re used to a certain style, so it’s good to constantly experiment, come up with new ideas, learn from them and apply them to basic concepts,” Radu Savopol wrote on social media.
These concepts help keep your team enthusiastic, satisfy their desire for creativity, their desire to always be one step ahead; without such concepts and ideas, brands stagnate, lose relevance and don’t come up with anything new!
“I thank everyone who participated in this small project, which could be an innovation for Bulgaria, Moldova or Ireland – what if there was such a concept in every country!” – is written in the message5 to go launches a new project by Atelier Matshania Savopola.
Traditionally used in Japanese ceremonies, matcha is now added to lattes, cakes and desserts. It is advertised as a “cleaner” alternative to coffee and is prized for its rich color, perfect for viral photos.
According to Grand View Research, the matcha market was valued at $478.8 million in 2024 and could reach $762.6 million by 2030. According to NielsenIQ data cited by the Associated Press, sales have grown 86% over the past three years.
In the fall, it was reported that matcha, a powdered green tea that has become a popular ingredient on social media, is at risk of becoming increasingly hard to find.
The sudden rise in demand is putting enormous pressure on farmers in Japan, the main source of real matcha. Production is being affected by extreme heat waves, an aging agricultural population and the complex process required to produce a quality product.
Tencha leaves, the raw material for matcha, are grown in the shade and are extremely vulnerable to climate change. The harvest has fallen far short of expectations, while the price of tencha leaves has increased by 265% between 2024 and 2025.
About the 5 to go network
Romanian brand 5 to go entered the Moldovan market in October 2024, opening its first café in Chisinau.
Last month, 5 to go accelerated its regional expansion in Moldova by officially launching its franchise development.
The chain currently has six 5 to go cafes and 12 coffee corners in Moldova, operating under the concept “We serve 5 to go coffee with love”.
The company plans to open a total of 10 cafes by the end of 2026, doubling the number of coffee shops integrated into the HoReCa business, and forecasts a turnover of €1 million in 2026 on the Moldovan market.
Of the other countries, the 5 to go chain continues to develop in Bulgaria, where it currently owns six cafes in Sofia, Ruse, Varna and Golden Sands.
In February, the company also opened its first café in Dublin.
In Romania, the company has passed the mark of 730 open cafes and opens about 100 new outlets every year.
For 2026, 5 to go’s goal is to reach 800 open cafes, including 25 international locations.
