Froo continues its national expansion by entering Brașov, Craiova and Ploiești, further strengthening its presence in Romania. On 26-27 February, the chain opened new stores across these cities, offering its signature convenience format with the Froo Bistro at its core – which features freshly brewed coffee and a wide choice of hot snacks, including hot dogs, burgers, French fries and Neapolitan-style pizza ready in three minutes. As part of Żabka Group – which operates more than 12,400 stores in Poland and has transformed the country’s convenience retail landscape – Froo is now scaling its modern convenience concept across Romania.
This latest move includes new store openings in the vibrant hubs of Brașov and Craiova, alongside a new location in Ploiești. These dynamic, fast-growing urban centres attract a diverse mix of residents, students and tourists. Their vibrant local economies and evolving consumer expectations make them a natural fit for Froo’s modern convenience format.
“Our expansion into Brașov, Craiova and Ploiești is a strategic step in strengthening Froo’s presence across Romania. We are consistently executing an ambitious growth plan that brings modern convenience closer to Romanian customers and responds to their needs throughout the day,” says Joanna Simonowicz, General Manager, Froo Romania.
One format, many opportunities
Froo is a modern, proximity-focused convenience format offering quick and easy everyday shopping close to customers – an approach captured in the slogan: “Tot ce vrei tu, în fiecare Froo!”. The stores offer a broad assortment of private labels and local brands, alongside the Froo Bistro concept, which serves hot snacks and freshly brewed coffee, with more than 1.6 million cups sold in 2025.
Since its mid-2024 debut, Froo has scaled rapidly, reaching its first 100 stores within a year and now operating over 190 locations across Romania, including Bucharest, Constanța, and Pitești. The Romanian rollout is part of Żabka Group’s strategic objective to open 1,300 new stores annually across Poland and Romania by 2028, underscoring the long-term growth potential of both markets.
Froo’s expansion strategy is closely linked to supporting the development of local entrepreneurship. As the chain enters new cities, it actively seeks experienced retail individuals who want to become entrepreneurs that capitalize on their experience or local business owners interested in opening new or converting existing stores under the Froo banner. By partnering with Froo, entrepreneurs gain access to a proven retail model, operational expertise and the strength of an international retail group.
