Cofix

{{Infobox company

| name = Cofix

| logo = Cofix logo.png

| logo_alt = Logo of Cofix

| image = File:Cofix HaArba'a.JPG

| image_size = 250px

| image_caption = Cofix, HaArba'a Street, Tel Aviv

| type = Public

| foundation = {{start date and age|2013}}

| location = Tel Aviv

| founder = {{ubl|Avi Katz|Benny Farkas}}

| owners = {{ubl|Avi Katz|Rami Levy|Benny Farkas|Gil Unger|Hagit Shinover|Hanan Shemesh}}

| key_people = {{Unbulleted list|Ron Efraty (Chairman)|Blazej Reiss (CEO)|Shaun M. Lewis (COO)}}

| industry = Coffee shops

| traded_as = {{TASE|CFX}}

| operating_income = NIS 287 million

| income_year = 2018

| homepage = {{URL|cofix.global}}

| locations = Israel: 145 (2019)
Poland: 17 (2023)
Kazakhstan: 1 (2022)
Russia: 277 (2022)
Belarus: 45 (2022)
Spain: 1 (2023)
Armenia: 3 (2024)

}}

Cofix ({{langx|he|קופיקס}}, a portmanteau of coffee and fix) is an Israeli coffee shop, bar and supermarket chain established in 2013 by Avi Katz, which uses a fixed price menu system. Most Cofix branches are in city centers, and other popular areas, but some are located in or next to educational institutions, such as Haifa University

The chain sells fresh coffee at a fixed and low price, as well as associated food products, under the slogan "fresh coffee, fixed price". The Cofix Bar part of the chain also includes alcoholic beverages, and Super Cofix is a Cofix-based supermarket. The chain originally offered all of its products at a fixed price of NIS 5 (${{To USD|5|Israel}}), including in the bar and supermarket branches,{{Cite news|url=http://www.globes.co.il/en/article-cofix-reverts-to-nis-5-per-item-formula-1001216012|title=Cofix reverts to NIS 5 per item formula - Globes English|website=Globes|date=18 December 2017|language=he|access-date=2018-04-25}}

Cofix Israel is listed on the Tel Aviv Stock Exchange under AGRI. Upon its entrance into the stock market, it was valued at NIS 90 million (~${{To USD|90|Israel|round=yes}} million). As such, Cofix became the first coffee shop chain to be listed at TASE. In 2018, Cofix was acquired by Rami Levy Hashikma Marketing.

History

=Israel=

Cofix's entrance into the market caused a significant reduction in take-away coffee prices in Israel, notably in the Aroma Espresso Bar chain, which was forced to reduce take-away coffee prices. Some stores and chains reduced prices on coffee, sandwiches, and other products similar to Cofix's to NIS 5 to compete. This has been termed the Cofix Effect in major mass media outlets. Cofix's entry into the market has been compared to the "cellular revolution" which took place in Israel a few years prior and saw massive reductions in cellular communication prices.

Cofix's business model has led to a number of competitors, but as of 2015, only the Cofizz chain has remained as a major competitive force in the same market segment.{{citation needed|date=June 2015}} The major coffee and fast casual restaurant chains, such as Aroma Espresso Bar, Café Café and others, also compete with Cofix. In late 2013, the Israel Antitrust Authority investigated claims that these chains coordinated prices in order to hurt Cofix's position.

Cofix operates both directly and through franchisees. Its first franchise was granted in March 2015 for the King George Street branch in Tel Aviv. In 2015, it entered the Tel Aviv Stock Exchange through the shelf corporation AGRI. The public owns 15.5% of the company. In January 2016, Cofix partnered with Israeli burger chain Burgeranch that would see Cofix products sold next to Burgeranch ones.

Cofix was set to open a factory in Yavne for supplying the chain with 13,000 sandwiches each day.

In June 2015, Cofix opened a supermarket chain, called Super Cofix, that contains a relatively small number of common items sold at competing chains, in smaller packages so they can be sold for a fixed price of NIS 5. The business model calls for a gross profit of 22–23%. Some major manufacturers, such as Tnuva, created new packaging lines to be able to supply Super Cofix.

In February 2017, Cofix raised its fixed price to NIS 6 per item, and in December 2017 the scheme was changed yet again to a variation of prices, mostly either NIS 5 for smaller items and NIS 8 for larger items.

In January 2018, 20% of Cofix was purchased by Rami Levy Hashikma Marketing. In June 2018, Cofix announced a streamlining plan, following a Q1 2018 loss of NIS 5.4 million. In July 2018, Rami Levi's share of the company increased to 50.01%, making him the majority stakeholder. In January 2020, Rami Levi acquired the sweets store chain Little Switzerland through Cofix.

File:Cofix в Москве.jpg

=Russia=

With the help of Russian investors, Cofix opened its first store in Moscow near the Red Square in October 2016. The investment in Russia totaled $2 million as of December 2016. By late 2017 the chain had 39 stores in Moscow, and four in Saint Petersburg.

In 2018, the turnover of Cofix in Russia was estimated at 2 billion rubles.{{Cite news|url=https://www.kommersant.ru/doc/3915454?ref=vc.ru|title=Ритейлер подаст кофе|work=Коммерсантъ|access-date=2019-08-06}} Due to the rapid growth in Russia, Cofix became the leader in relative growth rates among European coffeehouses according to «FoodService Europe & Middle East» magazine.{{Cite news|url=https://www.cafe-future.ru/analytics/kofe-po-krupnomu/|title=Кофе по-крупному }}

In 2019, the Russian Cofix was estimated as the sixth largest coffeehouse chain in the country.{{Cite web|url=https://marketmedia.ru/media-content/top-10-rossiyskikh-setey-kofeen/|title=Топ-10 российских сетей кофеен|website=marketmedia.ru|language=ru|access-date=2019-08-06}} In July 2019 Forbes Russia listed Cofix among TOP-10 most profitable franchises costing between 5 and 25 million rubles.{{Cite web|url=https://www.forbes.ru/rating/378213-30-samyh-vygodnyh-franshiz-2019-reyting-forbes|title=30 самых выгодных франшиз — 2019. Рейтинг Forbes {{!}} Бизнес|date=2019-07-02|website=Forbes.ru|language=en-US|access-date=2019-08-06}} At the end of the year Cofix launches a vegan product line designed for people adopting healthy and responsible lifestyle.{{Cite journal|url=https://www.kommersant.ru/doc/4196352|title = Овощи заливают кофе|journal = Коммерсантъ| date=16 December 2019 }}

File:Cofix Sreet Food.jpg

In 2021, Cofix opened its first new concept ‘Cofix street food' {{Cite web |last=International |first=Retail & Leisure |date=2021-08-09 |title=Russian Coffee Chain Cofix has Opened its First Flagship Street Food Store in Moscow's Aviapark. |url=https://www.rli.uk.com/russian-coffee-chain-cofix-has-opened-its-first-flagship-street-food-store-in-moscows-aviapark/ |access-date=2022-04-15 |website=Retail & Leisure International |language=en-GB}} store and came in second in the rating of coffee chains with highest levels of customer loyalty.{{Cite web |title=Cofix is in the top 10 largest coffee chains in Russia in 2021 |url=https://madeinrussia.ru/en/news/7347 |access-date=2022-04-15 |website=madeinrussia.ru}}

In 2022, the Russian Cofix remains one of market leaders and consists of more than 270 coffee shops located in Moscow, Saint Petersburg and Irkutsk, Ekaterinburg, Kazan, Sochi, Tula, Nizhniy Novgorod, Samara, and Ivanovo. The coffee chain is actively developing in the regions by opening stores in other cities.

= Belarus =

The first Cofix coffee shops in Belarus opened in 2019. By 2022 the local chain expanded to more than 30 outlets. According to the Project Café Europe 2022 report, published by the Allegra World Coffee Portal, Cofix became the largest branded coffee chain in Belarus.{{Cite web |title=Эксперты оценили беларуский рынок кофеен: первое месте среди сетевых игроков занимает Cofix |url=https://marketing.by/novosti-rynka/eksperty-otsenili-belaruskiy-rynok-kofeen-pervoe-meste-sredi-setevykh-igrokov-zanimaet-cofix/ |access-date=2022-04-19 |website=Marketing.by |archive-date=2022-04-15 |archive-url=https://web.archive.org/web/20220415105912/https://marketing.by/novosti-rynka/eksperty-otsenili-belaruskiy-rynok-kofeen-pervoe-meste-sredi-setevykh-igrokov-zanimaet-cofix/ |url-status=dead }}

File:Соfix Poland.jpg

= Poland =

The first Cofix coffee shop was opened in Warsaw in 2020 on Świętokrzyska Street. Despite the COVID-19 pandemic, Cofix remained on the market and successfully continued to open new stores. Currently, the Polish branch has 18 outlets, 7 of which is franchised. Allegra Project Cafe Europe 2023 ranked Cofix among the top 10 largest branded coffee shop chains in the country.

As in other countries, Cofix in Poland uses a fixed price menu system. Here they sell coffee, freshly prepared sandwiches, cakes and other types of desserts for 8, 12, 14, 16, 18 and 20 zlotys. Several coffee shops also offer freshly prepared breakfast and handmade ice cream.

= Spain =

The first Cofix coffee shop in Spain was opened in Valencia in September 2023.{{Cite web |date=2023-09-12 |title=Сеть кофеен Cofix вышла на рынок Испании |url=https://www.forbes.ru/biznes/496243-set-kofeen-cofix-vysla-na-rynok-ispanii |access-date=2023-10-06 |website=Forbes |language=ru |ref=forbes-spain}}

Controversy

Cofix has waged a battle against its main Israeli competitor, Cofizz. Cofix claims that the latter plagiarized its logo and exploited the success of its brand, while Cofizz founders claim that they worked for Cofix without a salary and in exchange for unfulfilled franchise promises, which forced them to open a competing chain. The battle has reached the Israeli court system.

References

{{reflist|refs=

{{cite news|url=https://www.bloomberg.com/news/articles/2016-12-13/israel-s-coffee-king-takes-on-starbucks-with-1-a-cup-franchise|title=Israel's Coffee King Takes on Starbucks With $1-a-Cup Franchise|author1=Benmeleh, Yaacov |author2=Khrennikov, Ilya |work=Bloomberg News|date=December 14, 2016|access-date=January 9, 2017}}

{{cite news|url=http://www.calcalist.co.il/articles/0,7340,L-3614284,00.html|title=Cofix Effect: Aroma Israel Will Lower Take-Away Coffee Prices|author=Yefet, Orna|work=Calcalist|date=October 14, 2013|access-date=June 20, 2015|language=he}}

{{cite news|url=http://www.calcalist.co.il/articles/0,7340,L-3625672,00.html|title=First Cofix Bar Branch in Tel Aviv Inaugurated; "At Least Ten More Will Be Opened"|author=Yefet, Orna|work=Calcalist|date=March 3, 2014|access-date=June 20, 2015|language=he}}

{{Cite news|url=http://www.calcalist.co.il/markets/articles/0,7340,L-3707962,00.html|title=סערה בכוס קפה: קופיקס מעלה את המחיר ל-6 שקלים|date=2017-02-16|work=כלכליסט - www.calcalist.co.il|access-date=2017-08-07}}

{{cite news|url=http://www.calcalist.co.il/markets/articles/0,7340,L-3658379,00.html|title=Price Tag of Cofix Chain: NIS 90 Million|author1=Bindman, Racheli |author2=Kadosh, Nurit |work=Calcalist|date=May 4, 2015|access-date=June 20, 2015|language=he}}

{{cite news|url=https://www.calcalist.co.il/marketing/articles/0,7340,L-3777996,00.html|title=קופיקס: הושלמה רכישת 4 חנויות שוויצריה הקטנה ב-18 מיליון שקל|trans-title=Cofix: Acquisition of Four Little Switzerland Stores Completed for ILS 18 Million|author=Kadosh, Nurit|work=Calcalist|date=January 19, 2020|access-date=February 29, 2020|language=he}}

{{cite news|url=https://fomag.ru/news-streem/izrailskaya_set_cofix_planiruet_uvelichit_chislo_kofeen_v_rossii_do_180_v_18g/|title=Израильская сеть Cofix планирует увеличить число кофеен в России до 180 в 18г|trans-title=Israeli Chain Cofix Plans to Increase Number of Coffee Shots in Russia to 180 in 2018|work=Financial One|date=December 18, 2017|language=ru}}

{{cite news|url=http://www.globes.co.il/en/article-fearing-the-king-burgeranch-and-cofix-team-up-1001098753|title=Fearing the King, Cofix and Burgeranch Team Up|work=Globes|date=January 28, 2016|access-date=January 28, 2016}}

{{cite news|url=http://www.globes.co.il/news/article.aspx?did=1000884618|title=The [Antitrust Authority Chief] Investigates: Suspicion of Price Coordination Among Coffee Chains|author1=Levy-Weinriv, Ela |author2=Hayut, Ilanit |work=Globes|date=October 10, 2013|access-date=June 20, 2015|language=he}}

{{cite news|url=https://en.globes.co.il/en/article-cofix-closes-13-branches-reduces-losses-1001279808|title=Cofix closes 13 branches, reduces losses|author=Yeshayahou, Kobi|work=Globes|date=March 27, 2019|access-date=March 27, 2019}}

{{cite news|url=http://www.globes.co.il/news/article.aspx?did=1000994221|title=Dirt Coffee: The War Between Cheap Coffee Chains Cofix and Cofizz|work=Globes|access-date=June 20, 2015|language=he}}

{{cite news|url=http://www.globes.co.il/en/article-cofix-to-open-yavne-factory-1001146803|title=Cofix to open Yavne factory|author=Azulai, Yuval|work=Globes|date=August 17, 2016|access-date=August 18, 2016}}

{{cite news|url=http://www.globes.co.il/en/article-cofix-switches-to-operating-loss-1001239278|title=Cofix switches to Q1 operating loss - Globes|work=Globes|date=June 3, 2018|access-date=June 3, 2018}}

{{cite news|url=http://www.globes.co.il/en/article-cofix-opens-first-moscow-cafe-1001156255|title=Cofix Opens First Moscow Cafe|author=Yeshayahou, Kobi|work=Globes|date=October 10, 2016|access-date=October 10, 2016}}

{{cite news|url=http://www.globes.co.il/news/article.aspx?did=1001033096|title=Cofix on Way to TASE Through AGRI Shelf Corporation|author=Hayut, Ilanit|work=Globes|date=May 4, 2015|access-date=June 20, 2015|language=he}}

{{cite news|url=http://www.globes.co.il/news/article.aspx?did=1001041168|title=Tnuva Trying to Solve Cost of Living Problem Without Lowering Costs|author=Hayut, Ilanit|work=Globes|date=June 2, 2015|access-date=June 20, 2015|language=he}}

{{cite news|url=http://www.globes.co.il/en/article-cofix-becomes-first-cafe-chain-on-tase-1001045086|title=Cofix becomes first cafe chain on TASE|author=Levy, Aviv|work=Globes|date=June 15, 2015|access-date=June 20, 2015}}

{{cite news|url=http://www.themarker.com/consumer/1.2137102|title=Leading Coffee Chains Coordinate Steps: "No One is Going to Lower Prices"|author=Dovrat-Mezrich, Adi|work=TheMarker|date=October 10, 2013|access-date=June 20, 2015|language=he}}

{{cite news|url=https://www.themarker.com/advertising/1.5563194|title=רמי לוי רוכש חלק מקופיקס - ואלה התוכניות שלו|trans-title=Rami Levi Purchases Part of Cofix – Here Are His Plans|author=Dovrat-Mazritz, Adi|work=TheMarker|date=January 1, 2018|access-date=July 26, 2018|language=he}}

{{cite news|url=https://www.themarker.com/consumer/1.6315263|title="אולי יהיו קצת יקרים יותר מקופיקס": אחרי ההשתלטות - רמי לוי מייקר את מוצרי הרשת|trans-title="Might Be a Bit More Expensive than Cofix": After Taking Control, Rami Levi Increases Chain's Prices|author=Kaneh, Hadar|work=TheMarker|date=July 26, 2018|access-date=July 26, 2018}}

{{cite news|url=http://www.timesofisrael.com/5-shekel-coffee-chain-boils-price-up-to-6/|title=5-shekel coffee chain steams price up to 6|author=of Israel staff, Times|work=The Times of Israel|date=February 16, 2017|access-date=May 25, 2017}}

{{cite news|url=http://www.israelhayom.co.il/article/163103|title=Lehayim, and Cheap: Cofix Bar Opened|author=Ya'akobi-Hendelsman, Hiali|work=Israel Hayom|date=March 3, 2014|access-date=June 19, 2015|language=he}}

{{cite news|url=http://www.ynet.co.il/articles/0,7340,L-4434880,00.html|title=New Coffee Chain: Entire Menu for NIS 5|author=Crystal, Meirav|work=Ynet|date=September 30, 2013|access-date=June 19, 2015|language=he}}

{{cite news|url=http://www.ynet.co.il/articles/0,7340,L-4441541,00.html|title=Cofix Effect: More Coffee Shops Offering NIS 5 Menu|author=Crystal, Meirav|work=Ynet|date=October 16, 2013|access-date=June 20, 2015|language=he}}

{{cite news|url=https://www.ynet.co.il/articles/0,7340,L-5058138,00.html|title=קופיקס מחשבת מסלול מחדש: חוזרת למחירים של 5 שקלים|trans-title=Cofix Recalculates Itinerary: Returns to NIS 5 Prices|author=Kadosh, Nurit|work=Ynet|date=December 17, 2017|access-date=December 31, 2017|language=he}}

{{cite news|url=http://www.ynet.co.il/articles/0,7340,L-4590281,00.html|title=How Will Cofix Sell for NIS 5? Small Packages|author=Lukash, Alexander|work=Ynet|date=November 10, 2014|access-date=June 20, 2015|language=he}}

{{cite news|url=http://www.ynet.co.il/articles/0,7340,L-4579642,00.html|title=Cofix in the Academia: Will Open Branches in Haifa and Ariel|author=Crystal, Meirav|work=Ynet|date=October 12, 2014|access-date=June 19, 2015|language=he}}

}}