Though Greece is often dubbed the ‘country of coffee,’ it’s not the top consumer of caffeine—many countries abroad hold that title. It’s no coincidence, then, that Greek coffee chains like Coffee Berry are steadily expanding their international footprint, strengthening their presence beyond Greece. Haris Gryparis, founder and CEO of Coffee Berry—a brand now operating in seven countries—details this outward-looking strategy and its domestic growth plan in an interview with Newsit.gr.
A Strategic Push Into Europe
A recent milestone was the launch of Coffee Berry’s first store inside Budapest Ferenc Liszt International Airport about a month ago. ‘It’s going extremely well,’ Gryparis notes. The company is also set to open two new locations in Paris and Brussels in the near future.
Quality, Identity, and Longevity
Gryparis places strong emphasis on quality and the overall customer experience. Today, Coffee Berry operates 135 stores across Greece and was conceived from the outset as a brand built to last—not a passing trend. Its core identity remains rooted in premium coffee, targeting a specific market segment: an ‘artisan speciality’ chain. This commitment to quality, he argues, is precisely what enables Greek brands to make ‘massive leaps’ against global competition.
The Greek Market: Mature but Demanding
On the domestic front, Gryparis describes the Greek coffee market as ‘highly mature’—despite the country’s small size. ‘There are plenty of opportunities—but consistency and a clear brand identity are essential for any company aiming to endure in Greece,’ he says.
Navigating Operational Challenges
Rising energy costs and difficulties recruiting staff rank among the sector’s biggest challenges. One way Coffee Berry differentiates itself is by offering gluten-free beverages. According to Gryparis, this wasn’t a marketing gimmick but a ‘lifestyle stance’ born from listening closely to consumer needs. ‘The acceptance has been tremendous—beyond even our own expectations,’ he notes, opening doors for further investment in specialised product categories.
Global Expertise, Local Execution
To support its international ambitions, Coffee Berry has established an advisory board composed of international experts, functioning as a strategic accelerator. ‘This helps us gain multiple perspectives and avoid potential missteps when entering new markets,’ Gryparis explains.
Investing in Infrastructure
The company operates a vertically integrated coffee processing unit in the Koropi Industrial Zone, covering 2,500 square metres. It’s currently executing an investment programme exceeding €12 million. Internationally generated revenue accounts for over 30% of Coffee Berry’s total turnover.