INTERVIEW Călin Ionescu, CEO Sphera Franchise Group: “We plan to open four Cioccolatitaliani locations each year”

“In five years, we see Cioccolatitaliani as an important contributor to Sphera Franchise Group’s growth and profitability. Our plan is to open four new locations each year, starting in northern Italy, and eventually expanding to Romania. Each unit is projected to generate around EUR 750,000 in annual sales in Italy and reach profitability within the first year,” Călin Ionescu, CEO Sphera Franchise Group said in an interview for The Diplomat-Bucharest.

“This year, we have noticed a downward trend in inflation, despite experiencing some fluctuations. This makes us optimistic that we will not face the challenges of previous years in terms of cost evolution, even though the inflation forecast for next year is not as optimistic as some months ago.”

What drove Sphera Franchise Group to acquire Cioccolatitaliani? How does this acquisition fit into your broader portfolio and vision?

Our decision to acquire Cioccolatitaliani franchising rights aims at diversifying and strengthening our portfolio with additional brands that align with the variety of consumer tastes. Cioccolatitaliani offers a unique concept in the dessert space, thus adding new value and expanding our reach beyond QSR. This acquisition allows us to meet the growing demand for high-quality dessert experiences, tapping into a fresh market segment while broadening our customer base. Integrating Cioccolatitaliani into our portfolio supports our vision to be the leaders in the Romanian food service industry and become an important player at European level.

How do you plan to integrate Cioccolatitaliani’s brand values with Sphera’s existing portfolio? What synergies do you see between Cioccolatitaliani and your other brands?

With its high-quality, gourmet desserts, Cioccolatitaliani aligns with our mission to provide memorable food experiences.

The integration strategy for Cioccolatitaliani focuses on preserving its uniqueness while leveraging the strengths of our Group. The synergies between Cioccolatitaliani and our brands—KFC, Pizza Hut, and Taco Bell—extend beyond simple resource sharing. Each brand offers a unique experience, yet all aim to exceed guest expectations. Integrating Cioccolatitaliani enables us to apply our operational expertise for large-scale projects & very well-established support departments with comprehensive services from the other brands to streamline processes, while Gioia Group provides us with the specific training tools, ensuring smooth onboarding and high-quality staff preparation.

What plans do you have to localize the Cioccolatitaliani brand for the Romanian market?

We consider expanding Cioccolatitaliani to Romania and would like to open a unit by the end of 2025 or beginning of 2026, but it is a decision that remains to be taken. We’ll start by analyzing our performance in Italy, so we can build on proven success. We will also evaluate the economic climate in Romania, to make sure we enter the local market at the right time.

Our approach will carefully balance authenticity with local tastes. While we may adapt certain menu items or the in-store experience to fit Romanian preferences, our focus will remain on preserving Cioccolatitaliani’s dedication to quality, craftsmanship, and its love for chocolate.

With KFC, Pizza Hut, Taco Bell, and now Cioccolatitaliani in your portfolio, how do you manage such a diverse range of brands?

This diversity reinforces our adaptability and supports a wider market reach. By leveraging shared operational expertise, and supply chain efficiencies, as well as the support departments, we in fact enhance the performance of each brand. For example, our experience with KFC in Italy provides a strong foundation for the growth of Cioccolatitaliani.

Where do you see Cioccolatitaliani and Sphera Franchise Group in five years? What does success look like for you in terms of growth, market share, and profitability?

In five years, we see Cioccolatitaliani as an important contributor to Sphera Franchise Group’s growth and profitability. Our plan is to open four new locations each year, starting in northern Italy, and eventually expanding to Romania. Each unit is projected to generate around EUR 750,000 in annual sales in Italy and reach profitability within the first year.

Our vision for success includes capturing a growing share of the dessert and café market and strengthening Sphera’s position as an industry leader. We aim for a 10% growth rate in terms of the restaurant network, which currently has over 170 units in all three markets we operate in, and a minimum 10% profit margin. Cioccolatitaliani will play a key role in diversifying our offerings and reaching new customer segments, with each unit aligned to Sphera’s high standards for quality and service.

With inflation, supply chain issues, and rising consumer expectations, how is Sphera adapting its strategies to maintain profitability and growth?

This year, we have noticed a downward trend in inflation, despite experiencing some fluctuations. This makes us optimistic that we will not face the challenges of previous years in terms of cost evolution, even though the inflation forecast for next year is not as optimistic as some months ago.

Our supply chain strategy focuses on building resilient partnerships with local key vendors, allowing us to manage cost pressures effectively. Also, we’re focusing on enhancing operational efficiency across all our brands. This includes optimizing restaurant operations, streamlining processes and leveraging technology to improve both customer experience and our internal workflows. At the same time, we’re closely monitoring consumer behavior trends to ensure our offerings remain aligned with market demands.