Genc Belegu, founder of the popular café chain 'Morso', is preparing to open his fifth location at Kölner Platz in Munich, a site often overlooked in favor of more trendy neighborhoods. This innovative choice reflects a strategic decision to tap into areas with less competition, providing unique offerings to local patrons. The new café aims to create a warm and inviting atmosphere, similar to its predecessors, where customers can enjoy freshly baked Cornetti and expertly brewed coffee from Turm Kaffee in Switzerland.

The first 'Morso' café opened on Nordendstraße, gaining popularity for its self-service coffee and cozy environment. Building on this success, Belegu expanded to several more locations including Elisabethstraße, Theresienstraße, and Tattenbachstraße, each boasting their own unique set of challenges and competition. The Theresienstraße branch, for instance, struggles with the dense cluster of cafés nearby, highlighting the need for differentiation in a saturated market.

Belegu's focus on Kölner Platz indicates a shift towards exploration of less conventional areas, potentially influencing future trends in the café industry in Munich. As coffee culture continues to evolve, his venture may inspire other entrepreneurs to consider non-traditional locales, ultimately reshaping the landscape of café experiences in the city.