Tchibo to Invest €50 Million in Turkish Market Over Five Years

Tchibo Türkiye is set to invest approximately €50 million in the local market over the next five years, focusing on store expansion and employment growth, the company’s Country Manager Burak Deniz announced during a press event in Istanbul.

The German-headquartered retail and coffee chain is celebrating its 75th anniversary globally and 20th anniversary in Türkiye under the theme “Bu Tutku Kutlanır” (“This Passion is Celebrated”).

Special Event Marks Milestone

As part of its celebrations, Tchibo has launched “Tchibo Kaffee No.75”, a brand experience zone in Istanbul. The venue hosts interactive workshops such as soap making using coffee grounds, custom coaster printing, and coffee-themed poster design, offering visitors an immersive dive into Tchibo’s world of coffee and lifestyle.

Coffee Surpasses Tea in Retail Sales for the First Time

Speaking at the event, Burak Deniz emphasized the company’s robust and agile growth strategy, built on delivering value across all price points and product categories. He also highlighted a landmark shift in Türkiye’s beverage preferences:

“Although Türkiye is traditionally a tea-drinking nation, 2024 data shows that coffee has matched tea in retail sales value, each reaching ₺27 billion. We expect coffee to surpass tea as a retail category in 2025.”

Diversified Business Model Fuels Expansion

Tchibo’s unique business model in Türkiye combines:

• Retail stores

• E-commerce platforms

• Around 50,000 retail points, including grocery shops, markets, and the HORECA (hotels, restaurants, cafés) channel

The brand’s “Tchibo To Go” partnership with Petrol Ofisi has brought the Tchibo concept to nearly 1,000 fuel stations across the country.

In addition to its core coffee offering, Tchibo boasts a non-food product portfolio featuring 9,000 items, with weekly rotating themes spanning from sports and pet accessories to kitchenware and bathroom décor.

Türkiye Seen as Strategic Growth Market

Deniz noted that Tchibo’s growth in Türkiye consistently outpaces the overall market, often delivering double-digit gains. Backed by strong confidence from its German headquarters, the company plans to continue investing aggressively.

“We’re looking ahead with confidence. Over the next five years, we will continue to grow our presence in Türkiye with a planned €50 million investment, new stores, and strong hiring initiatives,” Deniz concluded.