Mulliri Vjeter: from Tirana to an international franchise formula

Anyone walking through the streets of Tirana cannot miss Mulliri Vjeter. In Albania, the brand has become synonymous with high-quality coffee, warm hospitality, and a modern café experience. Since opening its first location in 1994, Mulliri Vjeter has grown into a chain of around 20 coffee bars with a strong presence in the capital and beyond. But domestic success brought a new challenge: how do you turn a beloved local brand into a scalable international franchise concept?

The challenge

Mulliri Vjeter aimed to take the step toward international expansion but lacked the structure and framework required to build a sustainable franchise organization. Key questions emerged:

• Which franchise model is most suitable: master franchise, area development, or direct franchising?
• How should the cooperation between the central organization in Albania and franchisees be organized?
• How can brand and quality be safeguarded without losing local flexibility?
• And what should a future-proof revenue model look like for both franchisor and franchisee?

Koelewijn & Partners’ approach

To answer these questions, Mulliri Vjeter partnered with Koelewijn & Partners. As specialists in international franchise development, we guided the process from the ground up. Using our FranScan© methodology, we mapped and optimized the franchise formula, addressing mission, vision, target audience, product portfolio, marketing, and operational processes.

Next, a Franchise Financial Model was developed. This model provided insight into the financial implications and opportunities for both franchisor and franchisees and served as the foundation for a transparent and sustainable fee structure.

We then worked together with Mulliri Vjeter to establish the practical building blocks of the franchise:

• A comprehensive franchise manual, detailing all operational and commercial processes of the formula, as well as the collaboration and communication between franchisor and franchisees.
• A full set of legal documents, including an international multi-unit franchise agreement and supporting contracts.
• Strategic advice on international growth: which markets are most promising, and which franchise format best fits those opportunities?

The results

The outcome is a robust franchise organization, fully prepared for international expansion. Mulliri Vjeter now has:

• A clear franchise profile and manual that provide new franchisees with solid guidance.
• A transparent and fair fee structure based on realistic business scenarios.
• A legal framework that ensures protection and complies with European regulations.
• A scalable model that has already enabled the first steps abroad.

And those steps are tangible: the first franchise locations have already opened in Kosovo, North Macedonia, and Egypt. This proves that the concept resonates beyond Albania and has true international potential.

The role of Koelewijn & Partners in international growth

For Koelewijn & Partners, this project is a textbook example of our role as a strategic partner. We support entrepreneurs in translating their brand and concept into a solid franchise organization and guide them through every step of their international expansion. This means not only providing the legal and financial foundations but also offering strategic insights and coaching entrepreneurs in their new role as franchisors.

Our strength lies in combining in-depth expertise with hands-on support. While Mulliri Vjeter brought a strong brand and loyal customer base to the table, we provided the structure and frameworks to transform that success into an internationally marketable franchise formula.

Future outlook

Mulliri Vjeter’s ambitions extend far beyond the Balkans. With its first international locations already established, the road is open to further growth in Southeast Europe and potentially Western Europe. For Koelewijn & Partners, this collaboration underscores the strength of our international business division.

Conclusion

The Mulliri Vjeter business case demonstrates how a strong local brand, built on tradition and authenticity, can evolve into an international franchise formula with the right structure and guidance. Fittingly, Mulliri i Vjetër translates to “The Old Mill” – a symbol of craftsmanship and heritage. We are proud to have assisted in transforming that solid foundation into a modern franchise organization with international momentum.