Romania’s coffee culture is undergoing a transformation. Gradually, but unmistakably, signs of a new wave of coffee are emerging—Chemex brewers displayed on café shelves, customers choosing to skip sugar, and roasteries promoting single-origin beans.
What’s driving this shift?
In the past six years, young entrepreneurs have taken the lead in introducing specialty coffee across this Eastern European nation. I had the opportunity to speak with several of them to gain deeper insight into how Romania’s coffee industry is evolving.
Romania’s Specialty Coffee Scene on the Rise
Back in 2012, finding specialty coffee suppliers within Romania was a challenge, with most enthusiasts turning abroad to source quality beans. Fast forward to 2018, and the landscape has changed dramatically. Numerous roasters now not only offer exceptional coffee but also collaborate with other shops, contributing to the growth of this emerging industry.
Radu Manea, Founder and Head Roaster at Papa Jacques & Cafai, Coffee Industry reflects on the early days: “Years ago, the Romanian specialty coffee scene was almost nonexistent. I remember only two or three roasters pushing for high-quality coffee.”
However, things have evolved significantly since then. Radu notes that every year more roasters have entered the market, so much so that he’s lost track of the current count. “Right now, I couldn’t even give you a number,” he admits.
Ionut Bindila, Co-Founder of the Bucharest-based café Two Minutes, shares his thoughts: “The past few years in Romania have seen an exciting surge in the specialty coffee market, driven by passionate individuals who built vibrant communities around their shops, encouraging people to appreciate and advocate for great coffee.”
For Romania’s specialty coffee pioneers, this expansion is encouraging. Radu adds, “Having more shops and roasters is beneficial because it fosters learning and growth. Coffee Industry I perform better with competition, and now, there’s plenty. It makes the journey enjoyable, and I hope my competitors feel the same.”
Overcoming Obstacles in Romania’s Specialty Coffee Revolution
Introducing a new product to any market is never easy, and it’s even more challenging when large brands dominate both the taste preferences and pricing expectations of consumers. For specialty coffee shop owners in Romania, the road to success has been filled with unique challenges.
One major hurdle is the palate of the typical Romanian coffee drinker. Many have long associated coffee with being strong and bitter, often believing that sugar is essential. Coffee Industry This presents difficulties for specialty coffee shops, as the natural acidity in high-quality coffee can be mistaken for unpleasant sourness, causing consumers to think the coffee is of lower quality.
The role of sugar also poses a challenge. Traditional cafés across Romania typically serve bold, bitter coffee, so customers are used to sweetening their drinks. Unfortunately, this habit can mask the subtle, fruity notes found in single-origin beans, making it harder for people to fully appreciate the complexity of specialty coffee.
Another challenge lies in introducing customers to different brew methods. Encouraging people to explore alternatives like Chemex, V60, and French Press alongside familiar options like frappes, macchiatos, and caramel lattes can be daunting.
Despite these obstacles, Coffee Industry café owners, baristas, and roasters are working tirelessly to generate excitement around specialty coffee. Razvan Roșu, Co-Founder of Yume Coffee Roasters, notes, “We’re seeing a rapid change in how Romanians perceive good coffee.”
He adds, “While espresso remains a beloved favorite, the traditional dark-roasted Italian blends that became popular in the early ‘90s are gradually being replaced by single-origin coffees and specialty blends. There’s also a growing interest in pour-over methods, as more coffee shops and roasters join the movement.”
Pioneers of Romania’s Specialty Coffee Movement
How did Romania’s specialty coffee scene take off? It all began with a handful of curious individuals, captivated by the unique flavors and rich stories behind specialty coffee.
These early influencers played a pivotal role, becoming the most dedicated advocates for high-quality coffee. Thanks to their passion, determination, and boldness in challenging the status quo, the specialty coffee industry in Romania has flourished.
Silvia Constantin, Membership Coordinator and AST Trainer at SCA Romania, reflects on this transformation: “I’m delighted that this new wave has elevated the hospitality sector, creating wonderful spaces and fostering a community of dedicated baristas who strive to provide exceptional coffee experiences.”
She adds, “With my optimistic outlook, I believe that what we’ve achieved in recent years is remarkable, but there’s still room for growth. Coffee Industry As long as we continue to work with passion, we can achieve even greater heights.”
As Romania’s specialty coffee scene has expanded, Coffee Industry a growing number of individuals have been inspired to open their own cafés. Many of these new business owners were once specialty coffee professionals, while others are young enthusiasts driven by a deep love for coffee and a desire to break free from the corporate grind.
What do these café owners have in common? Most share five key traits: they are young, digitally savvy, committed to quality, passionate, and resilient in the face of challenges.
Adrian Simion, Founder of Guido Coffee in Bucharest, notes, “When you look at the specialty coffee scene in Bucharest over the past six years, it’s clear that we’ve experienced exponential growth. This is partly due to the rising demand for higher-quality coffee, Coffee Industry but it’s also fueled by the healthy competition among key players.”
By combining the drive of early adopters with the entrepreneurial spirit of these “coffeepreneurs,” Romania’s specialty coffee niche continues to thrive, overcoming challenges and growing steadily.
Is Romania’s Specialty Coffee Scene Flourishing?
To truly assess the growth of Romania’s specialty coffee industry, one need only look at the increasing number of cafés and roasteries. How many opened last year? How many this year? And, more importantly, how many have successfully stayed in business?
If you’re noticing more coffee shops popping up around you, it’s a clear sign that the specialty coffee movement is gaining momentum. Fortunately for Romania, the numbers are on the rise.
Back in 2013, Coffee Industry there were fewer than five specialty coffee shops in the country. Today, that figure has skyrocketed to over 50, with most concentrated in cities like Bucharest and Cluj-Napoca.
Another indicator of this growing trend is the inclusion of specialty coffee on the menus of major food establishments. As more big-name businesses introduce high-quality brews, it’s evident that consumer demand for specialty coffee is steadily climbing.
What lies ahead? Adrian Simion, Founder of Guido Coffee, advises, “Moving forward, maintaining a focus on basic quality is crucial, as the coffee industry’s current appeal might create a crowded market.”
While Romania’s coffee culture still has some distance to go, the progress made in just six years paints an optimistic picture of the future for specialty coffee in this country.
As Razvan Roșu puts it, “We’re witnessing coffee history in the making.”
