Starbucks Bulgaria

What Starbucks Bulgaria does

Starbucks Bulgaria is the licensed retail operation of the Starbucks brand in Bulgaria, run by AmRest Coffee EOOD (АмРест Кофи ЕООД), a Bulgarian private limited liability company ultimately controlled by AmRest Holdings SE, a Polish publicly listed restaurant operator on the Warsaw Stock Exchange that holds franchise rights for Starbucks across Central and Eastern Europe. The company was established in 2008 and is headquartered at ul. "Boyanski vodopad" 20, Sofia. It operates physical Starbucks cafés concentrated in the Sofia and Burgas regions, complemented by a multi-aggregator delivery service integrated with Glovo, Wolt, Bolt Food, and Takeaway.com for home and office orders.

The product portfolio centers on coffee and specialty beverages, with a flagship cold beverage range called Starbucks Refresha® featuring real fruit pieces (Mango & Dragon Fruit, Cold Lime, and Cherry & Pomegranate). A notable differentiator is the provision of free non-dairy milk alternatives (soy, oat, almond, coconut) with every beverage, an unusual value-add in the Bulgarian café market. The supporting web platform (starbucks.bg) is built on standard web technologies (Google Analytics, Google Tag Manager, programmatic advertising via Google Ads, Smart AdServer, DoubleClick) and complies with Section 508 and W3C WCAG accessibility standards; no proprietary AI or advanced technology stack is disclosed.

Revenue is generated through in-store transactional retail of beverages, food, and merchandise, plus a transaction-fee component from delivery orders routed via third-party aggregators. Pricing is not publicly disclosed, and the company offers a reusable-cup discount and donates the mandatory single-use cup fee (introduced January 2024 under Bulgarian ordinance) to WWF Bulgaria in support of protected-area conservation, including the designation of over 2,700 decares of new protected natural areas in the Sofia and Burgas regions. The customer base is general Bulgarian consumers, with no B2B or enterprise segment disclosed, and the entire revenue base is concentrated within the single Bulgarian market under the Starbucks trademark licensed from Starbucks Corporation.

Name

Starbucks Bulgaria

Legal name

АмРест Кофи ЕООД

Website

https://starbucks.bg

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Starbucks Bulgaria, operated by AmRest Coffee EOOD, runs licensed Starbucks cafés in Sofia and Burgas and delivers via Glovo, Wolt, Bolt Food, and Takeaway.com, serving general Bulgarian consumers with coffee, the Refresha® cold range, and free non-dairy milk alternatives.

Ownership category

akta.pro rank

Product category

Coffeehouse / Café Services

NAICS

Snack and Nonalcoholic Beverage Bars (722515)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Coffee Chains & Franchise Cafes (THAFADAB)

akta.pro secondary industries

Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA), Beverage Service (Coffee/Tea/Juice) & Refreshment Stations (HSACAGAJ)

Keywords

• Coffeehouse cafe services
• Specialty coffee beverages
• Food and beverage retail
• Cafe delivery service
• Reusable drinkware

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. In-store food and beverage retail: Starbucks Bulgaria generates revenue through direct retail sales of coffee beverages, food, and merchandise at physical store locations. Customers purchase in-store with a wide range of customized drinks and food items.
2. Delivery commission through third-party aggregators: Starbucks Bulgaria earns revenue through third-party delivery platforms (Glovo, Wolt, Bolt Food, Takeaway.com). These aggregators facilitate orders, handle logistics, and presumably remit a commission or revenue share to Starbucks for each fulfilled order placed through their respective apps.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Starbucks Bulgaria operates a chain of licensed coffeehouse cafés that sells premium coffee, specialty beverages, food, and reusable drinkware directly to consumers. Flagship items include the Starbucks Refresha® cold fruit-beverage range and free non-dairy milk alternatives, with reach extended to home and office via the Starbucks® Delivers service integrated with Glovo, Wolt, Bolt Food, and Takeaway.com.

Product overview

Starbucks Bulgaria operates as a chain of coffeehouse cafes offering a portfolio of beverages and food products. The core offering includes coffee and specialty drinks, with flagship products like the Starbucks Refresha® line of cold fruit beverages. Non-dairy milk alternatives (soy, oat, almond, coconut) are provided free with any beverage. The company also operates Starbucks® Delivers, a delivery service integrated with Glovo, Takeaway.com, Wolt, and Bolt Food platforms. Complementary products include reusable drinkware (tumblers, ceramic cups, bottles) promoted for environmental sustainability. A store locator tool enables customer access to physical cafe locations in Sofia and Burgas areas.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 2,700 decares of protected natural areas established in partnership with WWF Bulgaria

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• GlovocoreChannel Partner/ Reseller/ DistributorGlovo is a third-party delivery aggregator serving as a primary delivery channel for Starbucks Bulgaria. Customers place orders via the Glovo app and receive Starbucks beverages and food delivered to their location. Glovo handles all last-mile logistics and customer delivery interactions.
• WoltcoreChannel Partner/ Reseller/ DistributorWolt is a third-party delivery platform handling order fulfillment and last-mile delivery for Starbucks Bulgaria. Customers order via the Wolt app and receive delivery to their home or office.
• Bolt FoodcoreChannel Partner/ Reseller/ DistributorBolt Food is a delivery aggregator within the Bolt ecosystem that provides last-mile delivery services for Starbucks Bulgaria, accessible via the Bolt Food app.
• Takeaway.comcoreChannel Partner/ Reseller/ DistributorTakeaway.com is an online food ordering platform that enables customers to order Starbucks Bulgaria products online for delivery. It serves as one of the four delivery aggregators for the brand.
• WWF BulgariacoreStrategic or Co-development PartnerStarbucks Bulgaria partners with WWF Bulgaria as a pioneer in investing in new protected natural areas in the country. Starbucks voluntarily donates the mandatory single-use cup fee (introduced January 2024 per the Bulgarian Ordinance for reducing plastic impact) to WWF Bulgaria. Together they supported the designation of two new protected areas — Marinov dol and Sazladzhata — covering over 2,700 decares. Previously, approximately 1,200 decares of old forests near Zlatitsa and Harmanli were protected under the same partnership.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Tim Hortons: Global coffee and donut chain expanding in Central and Eastern Europe; competes for the same Bulgarian premium-coffee consumer occasions with a broader food-led menu.
• Tchibo: German coffee retail and café brand with European scale; broadly comparable to Starbucks Bulgaria on coffee retail and out-of-home consumption, though not deeply concentrated in Bulgaria.
• Lavazza: Italian coffee brand with retail coffee bars and foodservice distribution across Europe; comparable to Starbucks Bulgaria as a coffee brand operator serving out-of-home coffee occasions, though operating with a different retail model.

Direct peers

• Costa Coffee: Global coffee chain with EMEA presence; competes with Starbucks Bulgaria on café brand, beverage menu, and urban store footprint in the premium coffee segment.
• McCafé (McDonald's Bulgaria): McDonald's-owned coffee chain concept operating within McDonald's restaurants across Bulgaria, competing directly with Starbucks Bulgaria for premium coffee occasions in the same urban trade areas.
• Caffè Nero: UK-founded international coffee chain with European store presence; directly comparable to Starbucks Bulgaria on café format, espresso-based beverage menu, and urban consumer targeting.
• CoffeeMan Bulgaria: Bulgarian specialty coffee chain with multi-location presence; directly comparable to Starbucks Bulgaria on café format, espresso beverage menu, and Bulgarian consumer base.
• St. Donat: Bulgarian coffee shop and micro-roastery brand; comparable to Starbucks Bulgaria as a domestic specialty coffee chain competing for the same Bulgarian premium coffee drinker.
• Black Sheep Coffee: Sofia-based specialty coffee shop and roaster; competes with Starbucks Bulgaria for premium/specialty coffee consumers in the same urban catchment on product quality and café experience.

Others

• AmRest-operated Starbucks (Poland / other CEE): Same Starbucks–AmRest franchise system operating in neighboring CEE markets; not a direct competitor in Bulgaria but highly comparable as a sibling franchise unit under the same master licensing structure and operating playbook.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/starbucks-bulgaria

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Starbucks Bulgaria