Costa Coffee, one of the United Kingdom’s most established coffeehouse brands, is now expanding across Tbilisi, Georgia. The brand’s entry into the Georgian market is being led by Capulus Georgia, its exclusive local representative, and comes at a time of growing demand for high-quality, consistent coffee experiences across the city.
Behind this expansion is Elene Jgerenaia, Operations Director at Costa Coffee Georgia. Her work sits at the intersection of global brand standards and local market realities, balancing the company’s international identity with a deep understanding of how Georgians experience cafe culture. She is responsible not just for operations, but for setting a tone, ensuring Costa is perceived not as an outsider, but as a familiar, reliable part of everyday life.
“The importance of coffee in the Georgian market played a key role,” Jgerenaia says. “We believe the market is ready for an international coffee brand. Georgia is developing at a rapid pace, and this dynamic environment offers great opportunities for further expansion.”
Expansion Based on Practicality
Costa’s growth in Tbilisi follows a clear strategy: focus on quality, choose locations with intention, and move at a pace that allows for consistency across all fronts. The team prioritizes accessibility, visibility, and logistics—factors that are crucial to long-term viability in a competitive market.
“The main factor is foot traffic,” Jgerenaia explains. “We choose locations with high pedestrian activity. Accessibility is also crucial- we want our stores to be convenient for customers. And delivery logistics matter, especially as we’ll soon be available on Glovo and Wolt.”
The brand’s physical presence is focused on high-footfall, high-function areas: business districts, residential hubs, and key transport corridors. Each location is chosen to fit into the daily routines of a wide range of customers: from students and professionals to families and commuters.
The longer-term plan is to grow the network to up to 15 locations within three years, though Jgerenaia is clear that the expansion is not about hitting a number for its own sake: the core goal is delivering a consistent, high-quality experience-every time, in every store.
Global Brand, Local Touches
Costa Coffee brings with it a globally standardized offering, most notably its signature Mocha Italia blend. But the team in Georgia is also adapting around the edges, responding to local preferences with small but intentional changes to the food menu.
“Costa’s menu is mostly standardized,” Jgerenaia says. “But we try to adapt to our market and offer tastes Georgians will love. For example, we’ve added traditional Georgian puff pastries to the lunch menu.”
The adjustments are selective and grounded in market understanding. This isn’t a reinvention of the brand, but a way of making it feel at home in Georgia, without losing what makes it distinct.
Quality Starts behind the Counter
As new locations open, the focus on maintaining Costa’s brand standards intensifies. For Jgerenaia, service quality isn’t just a target, it’s a non-negotiable foundation.
“Our top priority is maintaining Costa’s global standards,” she says. “Ensuring these standards are consistently met allows us to serve the highest quality products to our customers. Brand excellence is key.”
Every Costa Coffee barista in Georgia receives structured training delivered by a Costa-certified trainer. New team members are brought up to speed using Costa’s detailed Brand Excellence Book and training manuals. This consistency in onboarding and development is what enables the brand to scale while keeping its identity intact.
“We don’t leave this to chance,” Jgerenaia says. “Every new employee goes through the same process. That’s how we maintain quality as we grow.”
Coffee as a Community Space
Costa Coffee’s ambitions in Georgia are not limited to coffee sales. There’s a broader goal of creating welcoming, versatile spaces where people feel comfortable spending time, whether alone, with friends, or with colleagues.
“We want to become part of society in every way possible,” Jgerenaia says. “Costa will be a place where people study, work, meet friends, and engage in community activities.”
The team is also looking at ways to support local initiatives around health, sports, and lifestyle-areas, where the brand can engage with Georgian communities in ways that go beyond transactions.
While these programs are still taking shape, the intention is clear: Costa is here not just to serve drinks, but to contribute meaningfully to the social and cultural rhythms of the city.
Personal Drive, Shared Vision
For Jgerenaia, leading Costa’s expansion in Georgia is not just a professional opportunity: it’s a personal responsibility. She sees the role as a chance to bring something valuable and dependable to the Georgian market.
“It is a great pleasure and honor to deliver high-quality products to my beloved Georgians,” she says.
“And being part of a company that has been built over so many years with such a strong global presence is incredibly exciting.”
That combination of structure and personal pride has helped shape how Costa Coffee is being received in Georgia: not as a chain imposing its model, but as a team working to earn trust, one cup at a time.
Looking Ahead: A Clear Definition of Success
When asked what long-term success would look like for Costa Coffee in Georgia, Jgerenaia answers without hesitation—and without metrics.
“When the answer to the question ‘Where is the best coffee in town?’ is simply ‘Costa,’” she says.
It’s not just about being known, or even about being popular. It’s about being trusted – about becoming a daily habit, a go-to, a name that feels as local as it does global.
Costa Coffee’s expansion into Georgia is being managed with care, structure, and respect for the market it’s entering. Under Jgerenaia’s leadership, the focus remains fixed: quality first, people second, growth third, but never at the expense of the first two.
Costa Coffee currently welcomes guests at several locations across Tbilisi, including 10 Ilia Chavchavadze Avenue and the Axis Business Center on S. Tsintsadze Street. Additional stores are planned to open soon, including an upcoming location at 14 Aleksandre Kazbegi Avenue. The brand shares updates regularly through its official channels to keep customers informed about new openings and developments.
By Kesaria Katcharava
