Another newcomer has joined the Luxembourg café scene. The Coffee, a chain already established in nearly 30 countries, has just opened its first branch in the Grand Duchy.
The new location is tucked away in the Passage Roger Manderscheid between Place du Théâtre and Rue des Capucins in the city centre, taking over the space formerly occupied by the Corniche jewellery shop, which has since relocated to the Grand-Rue.
Founded in Brazil, The Coffee has carved out a niche in the highly competitive coffee market with a concept inspired by Japanese minimalism that applies a clean, understated design philosophy to both its interior spaces and its curated menu.
The menu is divided into two main sections: the “Purist”, the more classic drinks (Espresso, Americano, etc.), and the “Signature”, with items including a Vanilla Latte, a Mad Mocha or a Flat Caramel. There are also some snacks, such as sandwiches and cookies. The brand also sells its own coffee beans.
Shops all over the world
The Luxembourg opening marks the group’s seventh location in Europe and follows its recent launch in the Netherlands just a few months ago. The chain now operates more than 180 outlets in Brazil and an additional 100 across international markets. Its global footprint includes locations in Japan, Mexico, Chile, Peru, the United Arab Emirates and Thailand.
“Luxembourg is a unique market, where tradition and modernity meet. The locals appreciate quality, consistency and personal relationships, which fits perfectly with our mission to deliver a premium coffee experience with speed and style,” said Frank Maeda, Head of Europe at The Coffee on LinkedIn
Maeda also pointed out that the opening was led by a young entrepreneurial couple “who believed in the brand, took up the challenge and brought this project to life with commitment and courage. Their journey reflects exactly what we stand for: passion, boldness and the power to dream big.”
(This article has been first published by Virgule. Translated using AI, edited by Lucrezia Reale.)