Swedish fika meets global growth

Founded in Stockholm in 1994, Wayne’s Coffee has built its identity around the Swedish tradition of fika—a cultural pause for coffee and conversation. The brand has distinguished itself from other international coffee chains by committing to organic sourcing, KRAV-certified products in Sweden, Rainforest Alliance certification abroad, and a consistently sustainable approach to operations. Each café offers freshly prepared food, pastries, and high-quality beverages in a Scandinavian-inspired environment that combines simplicity, comfort, and urban energy. This authenticity, combined with flexible café formats, has allowed Wayne’s Coffee to stand out in a competitive market while remaining true to its roots.

Global presence and the path to ebcoming a franchisee

Wayne’s Coffee has expanded far beyond Sweden, with approximately 150 cafés across Europe, the Middle East, and Asia. International locations include the United Kingdom, Germany, the Netherlands, Jordan, Saudi Arabia, Oman, and Vietnam. Expansion continues in both developed and emerging markets, driven by the rising global interest in healthier, sustainable café experiences.

Entrepreneurs who wish to join the network must demonstrate solid experience in food and beverage or retail and sufficient financial resources to establish and operate one or more cafés. The application process begins by contacting the company through its franchise portal, after which potential partners receive a detailed franchise disclosure document. While Wayne’s Coffee does not publicly release its financial terms, comparable international café brands typically require an initial franchise fee in the range of USD 25,000–65,000 and a total investment of USD 150,000–500,000+ depending on size, location, and local construction costs. Franchisees can also expect ongoing royalties of 4–8% of gross sales and marketing contributions of around 1–4%, in line with industry standards. Exact amounts are confirmed directly with Wayne’s Coffee during the negotiation phase.

Responsibilities, support, and suture expansion

Owning a Wayne’s Coffee franchise is a hands-on commitment. Franchisees are responsible for day-to-day operations, including staff recruitment and training, financial management, compliance with local regulations, and delivery of a customer experience that aligns with the brand’s sustainability and service standards. The company supports new partners with comprehensive training in operations and product quality, marketing assistance, access to supply chains, and guidance on adapting the café format to local market conditions.

Although the company does not publish revenue forecasts, profitability depends on factors such as location, efficiency of operations, and the ability to leverage the strong brand identity of Wayne’s Coffee. The chain continues to expand globally, with plans to double its presence in some markets and to introduce flexible café models that respond to modern consumer demands for convenience and takeaway options. For investors seeking a franchise that combines cultural authenticity, a proven sustainability ethos, and international growth potential, Wayne’s Coffee represents a compelling opportunity.