The key facts
- First The Coffee location in Tashkent: soft opening on November 5, official launch on November 7
- Investment per branch is about 1 billion soums; the goal by 2030 is 20 locations
- In Tashkent, Bukhara, Samarkand and Khiva the chain is developed by the franchisee itself, in other cities — under franchise
Launch in Tashkent
The international coffeehouse chain The Coffee is entering the Uzbekistan market. Its first location is opening in the Seoul Mun complex in Tashkent: the soft opening is scheduled for November 5, and the official brand launch ceremony for November 7. This was reported to Spot by Silk Road Capital Holdings, which holds the master franchise in the country.
Expansion plans and regional distribution
The Coffee was founded in 2018 in Brazil by brothers Carlos, Alexandre and Luis Fertonani; over eight years the chain has grown to 400 locations in more than 30 countries. Franchisee head Kodirjon Norov explained that the Seoul Mun branch will be the first, but is not positioned as the flagship. The search for sites began in spring 2026: the company considered locations on Taras Shevchenko and Shota Rustaveli streets, in the Ts-1 quarter, near the Eco Park and in Tashkent City, but faced high costs — “it was not easy to find premises of suitable size, format and budget,” he noted. The search is planned to resume in winter, when rental rates are expected to decline; among the options is Tashkent City Mall.
Investment and goals through 2030
Investment in a single branch with brunch service is estimated at 1 billion soums; the cost of the master franchise is not disclosed. In 2027, Silk Road Capital Holdings intends to open four branches: two in Tashkent — directly, and two more in the regions — through franchisees. The master franchise agreement provides for regional distribution: in Tashkent, Bukhara, Samarkand and Khiva the company develops the chain itself, while in other cities locations will operate under franchise.
Brand strategy
Chain founder Carlos Fertonani called the entry into the local market “a strategic step within the plan for international expansion and strengthening positions in emerging markets,” noting the rapid development of Central Asian countries and the young audience. At the initial stage, the strategy envisions expansion in the country’s largest cities while building operational infrastructure for the future; by 2030 the goal is 20 operating locations in Uzbekistan. According to Fertonani, the brand adapts to local cultural specifics but controls technological processes and bean quality: “To ensure that the guest experience in Madrid, São Paulo, Dubai or Tashkent is consistently high and meets uniform standards, we control the entire supply chain: from direct negotiations with our producer partners to the standardized bean roasting process.”
