Kraft Foods Romania, with annual sales worth over 120 million euros, has entered the coffee shop market with a brand that has brought the company to the No. 1 position on the Romanian market - Jacobs, following an investment estimated at less than 100,000 euros. The first Kraft coffee shops will open in the malls developed by Anchor Grup in Bucharest (Bucuresti Mall and Plaza Romania). Romania is the first Eastern-European market that the group has chosen to enter with the Jacobs coffee shop chain. Another player on the coffee market, the Romanian-held group Romaqua, holder of the Metropolitan brand, intends to make a similar move. Its first Metropolitan coffee shop will be opened in the coming period in Bucharest, as well, but will not be located in a shopping centre. In the malls, Kraft Foods will compete with coffee shop chains, such as Starbucks, Gloria Jean's Coffees and High Hills Caffe that are developed under a franchise system.
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