"The global coffee landscape just got a major shake-up. On December 3, 2025, Miami welcomed its newest caffeine destination as The Coffee, Brazil's rapidly expanding specialty coffee phenomenon, officially opened its first U.S. location in the vibrant heart of Wynwood. This marks a pivotal moment not just for the brand, but for the American food and beverage industry as international coffee concepts continue to reshape consumer expectations."
""The United States is likely to become the company's largest market," explains Carlos Fertonani, CEO of The Coffee. "We are talking about the world's largest economy and a country where the franchise model is highly consolidated, with the main industry chains having been founded there. In addition, there is significant room to explore the specialty coffee market, which continues to grow consistently.""
The Coffee opened its first U.S. location on December 3, 2025, in Miami's Wynwood neighborhood. The chain operates more than 325 locations across 25+ countries, combining Brazilian coffee expertise with Japanese-inspired minimalism and cutting-edge technology. The brand runs over 125 international sites and over 200 stores in Brazil, with presence in Europe, Asia, and Latin America. CEO Carlos Fertonani projects the United States will likely become the company's largest market, citing a consolidated franchise model and room to grow the specialty coffee segment. The expansion exemplifies international brands targeting U.S. consumers and offers localization lessons for hospitality professionals.
Read at Food & Beverage Magazine
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