In 2000 after graduating economic studies at university, Ruslan Cojocaru, a young man full of

energy, hopefulness and 1000 dollars, launched in business by opening a mobile phone shop in
Chisinau. During 6 years, he has got to 50 shops. Then, in 2006, he decided to leave that
business. He sold all the shops and tried another field – restaurants. He began by developing the
franchise Pizza Celentano – a Ukraine concept, but in the Republic of Moldova.

In October 2010 Ruslan Cojocaru began to work to his own concept of café, under the brand
Tucano Coffee. Being always keen by cafés where you can speak with friends or just to stay and
to read a book in quiet, in November 2011 he opened the first café with self-service concept – a
very different approach for the Moldavian market, regarding coffee culture, obviously. At that
moment, Tucano Coffee`s staff counted 40 ambitious people.

Being members of the Speciality Coffee Association, the employees were preparing coffee
exclusively from select beans from Africa and South America. From the beginning, the founder
decided to roast coffee beans by themselves, investing in a mini plant with specialized
machinery. So, they were roasting the beans for only the next 45 days in order to keep the flavors
and the oils. Besides coffee, Tucano was proposing cookies, sandwiches and beverages. At that
time, in all the other pubs and cafés the customers had free for smoking, but in Tucano it was
forbidden to do this, even this restriction could get to a decrease of number of customers. But
this approach didn`t stopped them to become a very appreciate and one of the most visited café
in the city. In the next year, 2012, Tucano enriches with two new cafes, both in the center city. In
2014 they also opened the first Tucano in Bucharest, Romania and 2 cafes in United Arab
Emirates. In spring 2015, Tucano added for the first time a new café by franchising in Brasov.
The total cost of one franchise is 12 000 euro.

At the moment, there are 4 cafés in Chisinau, 2 in the United Arab Emirates and 7 in Romania,
but this year they are opening 3 Tucano in Russia, 1 in Kyrgyzstan and several in Romania. the
founder Ruslan Cojocari tells that one café Tucano usually has sales of 20-23 thousand euro per
month, that means 300 thousand euro per month for all the cafes Tucano, so we can deduct that
Tucan`s turnover is 3 million euro per year. Not bad.

The founder is decided to extend the business in Ukraine and in the USA.

The brand Tucano Coffee is promoted through social networking, also using word of mouth
advertising. The founder`s motto is – All you need is love, that`s why the Tucano marketing
strategy is to sell feelings and emotions, not products. So, if you want to receive a real pleasure –
go to Tocano and taste a coffee full of love.