The Coffee, Luxembourg’s first branch of the coffee chain now present in 29 countries, has just opened its doors in Luxembourg City. Tucked away behind Place des Capucins, in Passage Roger Manderscheid, The Coffee brings a Brazilian caffeine hit to the heart of the city.
A Brazilian chain in Luxembourg City
When we visited, customers were streaming in with the air of people who knew exactly what they had come for. This coffee chain was already familiar to many before it set up in our capital, and it has enjoyed immediate popularity since opening two weeks ago. “We served 430 Icigho matchas (with strawberry, editor’s note) in a single day – it was mad!” says Tim, one of the franchise’s two managers.
Since 2018, The Coffee has won over coffee lovers in major world capitals through sharp, well-crafted marketing. Founded by the Fertonani brothers, who are Brazilian by birth, the concept blends the excellence of Brazilian coffee with Japanese minimalism – in particular, the Japanese ‘grab and go’ mini-cafés found all over Japan. Each shop is deliberately small, focusing on takeaway sales.
Tim and Kenza, both from Luxembourg, discovered the concept while studying in Paris. “When we decided to open our own café in Luxembourg, this franchise immediately came to mind. The structure and support offered by The Coffee reassured us.” After completing barista training with the brand and tracking down the ideal location, the adventure began.
Hidden café with sleek design
Although it is a franchise, the young baristas had plenty of freedom in setting it up. “The only requirements are to find a small enough shop and decorate it in neutral tones,” explains Kenza. They opted for light wood and black, with touches of greenery dotted about for a clean yet welcoming feel.
Reaching The Coffee via a slightly hidden cobbled lane in the city centre almost feels like stumbling upon a speakeasy. “We liked the tucked-away, peaceful aspect – especially given we’re right in the centre,” Tim tells us. Although takeaway is at the heart of the concept, it’s also a perfect spot for a coffee break, with a quiet terrace, a few stools along the window downstairs, and upstairs, a cosy room to settle in for a while.
Since opening two weeks ago, the baristas have noticed heavy footfall in the mornings (they open at 8 a.m.) and at lunchtime, with queues of up to 20 minutes. “We put a small sign on the counter showing the wait time, but it doesn’t put people off – they’re happy to wait for their coffee!” says Tim.
Tablet ordering – for purists or custom creations
At The Coffee, interaction with the barista is intentionally limited. “Not that we don’t chat with customers – quite the opposite – but the idea is to let the barista focus entirely on making the drinks,” explains Kenza.
Then, orders are placed via tablets on the counter, offering a choice between “purist drinks” (espresso, macchiato, true white) and “signature drinks”. You then choose the type of milk, preferred temperature, single or double shot, and optional extras such as honey or sugar.
“The Coffee’s speciality is bridging the gap between purists, who know and love coffee, and those who want a twist – possible with our signature drinks, like adding vanilla or caramel,” Tim tells us. “People love being able to do exactly what they want and personalise their drink.”
Most of the coffee used comes from Brazil, with a rotating selection from other origins for filter brews – this month’s being Ethiopia and El Salvador. As for the matcha, it is imported from Japan. “There’s huge demand for matcha right now – it’s really in fashion – but we’re lucky to have an excellent Japanese supplier,” notes Kenza.
Japanese pâtisserie from Les Nii
To top it all off, the young couple have teamed up with the (very) fine pâtisserie Les Nii in Belair. “He knew the concept and was delighted to collaborate,” says Tim. “Working with a Japanese pastry chef to give a Japanese twist to classic pâtisserie recipes was exactly the right touch for The Coffee,” adds Kenza.
You can try macadamia and yuzu cookies, or cookies made with real matcha. We sampled the banana bread with chocolate chips and walnuts – utterly divine. “Les Nii also makes us an exclusive Japanese matcha cheesecake, but it sells out incredibly quickly!” the couple explain.
A coffee to go, please!
