Tchibo invests in store modernization and youth marketing

Tchibo is implementing strategic changes to modernize its brand and attract younger consumers as its core customer base continues to age. The company is investing more than four million euros annually into store renovations, with a goal to have all locations and depots updated by 2030. Currently, approximately 70 percent of locations have undergone remodeling.

To appeal to new demographics, Tchibo is expanding its gastronomy offerings through 'Coffee Bars' with increased seating and introducing lifestyle elements such as 'coffee raves,' trend beverages, and sustainable options like reusable cups. Paul Unterluggauer, head of Tchibo Austria, noted that targeting younger consumers is a challenge facing the entire industry.

In addition to these structural shifts, Tchibo continues to refresh its product assortment. Recent seasonal offerings include kitchenware such as cast iron cookware, air fryers, and themed tableware. In Austria, the company reported a gross turnover of 367 million euros for 2025, with demand shifting toward espresso, crema, and coffee capsules.