Cotti Coffee seeks franchisees for Belgian expansion

Cotti Coffee plans to expand its Belgian network with ten to twenty new outlets in 2027 and is seeking independent franchisees to support that growth. The Chinese coffee chain currently has five company-owned stores in Belgium and has announced a sixth in Ghent. This makes it another brand to watch in Belgium’s franchise market.

From company-owned stores to franchising

Cotti Coffee launched in Belgium this past spring. According to RetailDetail, which reported on the expansion plans on 9 November, the chain now has two outlets in Brussels, two in Antwerp and one in Namur. A sixth store is due to open soon in Ghent. The report does not give a specific opening date for that location.

The existing Belgian stores are run by the company itself. The search for independent franchisees therefore marks the next step in Cotti Coffee’s expansion strategy. Alongside its company-operated outlets, the brand is now looking for entrepreneurs who want to open a store under its franchise model.

That distinction matters when assessing the announcement. The five existing stores form the chain’s current Belgian base, but they are not franchise outlets. Nor does the recruitment announcement mean that franchise agreements have already been signed. The news concerns an ambition to grow through independent partners.

Ten to twenty new outlets in 2027

The Belgian target is clearly defined: Cotti Coffee hopes to open between ten and twenty new outlets in 2027. According to RetailDetail, a spokesperson outlined that ambition to the business newspaper L’Echo. These would be additional stores, rather than a target total of ten to twenty Belgian locations.

That range represents a substantial expansion from the chain’s current five stores. However, it remains a growth target: the number of outlets that will actually open is not yet confirmed. The announced Ghent store should also be considered separately from the plans for the following year.

For prospective franchisees, the announcement mainly provides a clear timeframe. Cotti Coffee is seeking partners to support growth in 2027. Interested entrepreneurs can therefore ask specific questions about the proposed timetable, available locations and the role independent operators will play in the Belgian rollout. A network-wide ambition is not, however, a concrete opening plan for an individual store.

Belgium within a wider European expansion

The Belgian plans are part of a broader strategy. Cotti Coffee also wants to open thirty to forty new outlets in the Netherlands in 2027 and expand further in other European countries. It is recruiting independent franchisees to support this expansion.

The announced target for the Netherlands is therefore higher than Belgium’s. However, these figures indicate only the scale of the company’s ambitions. On their own, they say nothing about expected turnover, profitability or the appeal of an individual location. For a prospective franchisee in Belgium, assessing their own outlet remains more important than the overall European opening target.

For Belgium’s franchise sector, the key development is the combination of a recent market launch and the move towards recruiting partners. Cotti Coffee already operates in several Belgian cities and is now seeking entrepreneurs for its next phase of expansion. Its existing presence and future franchise growth are two distinct elements of the same Belgian strategy.

What prospective franchisees should consider

Anyone considering a partnership should turn the growth plans into practical questions. Which locations are being considered? How much investment does an outlet require? How are training, supplies and day-to-day support organised? These are points to discuss with the franchisor, not confirmed features of the announced offer.

The distinction between company-owned and franchised stores also deserves attention. Ask how experience gained from the existing Belgian outlets will inform the support provided to independent partners. Clarify which responsibilities fall to the franchisee and what support is provided in return for their contractual commitments.

A financial plan for the chosen location remains essential. The announced European expansion may generate interest, but it is no substitute for assessing rent, staffing needs, local demand and expected costs.

Practical advice: use the recruitment announcement as a starting point for an exploratory conversation, but assess any potential commitment against concrete terms and a well-supported plan for your outlet.