Dulcinella is a brand created in 2005 in the Republic of Moldova, and since 2021 it has also entered the Romanian market. The company has a network of 18 confectioners and pastry shops (one of which is franchised) in Bucharest, Brasov, Iasi, Suceava, Targu Neamt, Piatra Neamt, Roman and Falticeni.
Over 40% sales growth with a network reduced by 30%
"The year 2024 was a year of transformation, ending with a turnover of €7.1 million for the Dulcinella Romania group, which exceeds initial forecasts. Thus, we ended with a significant increase compared to 2023, even though we operated with only 18 confectioners, down 30% compared to 26 locations in 2023. This result was driven by the change of the business strategy as a result of a new Group management vision, which included the closure of the inherited underperforming confectioners. Thus, I believe that the main factor of this result is efficiency," said Sergiu Diaconu, CEO Dulcinella Group Romania.
The new business strategy meant: rebranding the network, launching the Dulcinella franchise, digitalization and automation processes, reorganizing of the team, optimizing technological flows and product portfolio (promoting products with good sales and eliminating those with poor results according to the Pareto 80/20, ABC, and Pruning principles), focusing on innovation - launching products in the confectionery network and developing customized ones for business partners and making quick decisions, especially regarding the underperforming units.
Investments of €3 million in 2025
“This year we aim for a turnover of €10 million, and to achieve this goal we have allocated substantial financial resources - amounting to €3 million - for expansion and modernization. If we consider exceeding this target, as in 2024, we need economic stability, predictable taxation, qualified personnel, and investment resources. Flexibility remains an essential asset in a dynamic business environment,” said Sergiu Diaconu.
Among the main business initiatives of Dulcinella in 2025 are the opening of a new factory in Târgu Neamț (to relocate the current one), increasing the network by opening 32 franchise units - to reach 50 units by the end of the year, recruiting people including from Asia, an investment of €200,000 in a new ERP system for process optimization, Big Data consolidation, digitalization, and automation, investments in machinery, and expanding storage capacity for frozen products.
The new factory in Târgu Neamț will employ approximately 100 people, double the number at the current one.
The company acquired a former textile factory in Targu Neamt at the end of 2024 for €750,000, which has an area of 4,700 square meters and is located on an 8,500 square meter plot of land. The entire planned investment in the new factory will be another €3 million.
The new factory is planned to open in August and will replace the current one, being more modern and with a production capacity about three times greater than the existing one. Around 100 people will work in the new factory, almost double the current number.
The company currently has 142 employees, working in the existing factory and the network of confectioneries and pastry shops.
The new factory in Târgu Neamț will open instead of the one scheduled to launch this year in Cernica, near Bucharest. On the land in Bucharest, Dulcinella's management aims to build a logistics hub for storing frozen products, which will support both the factory's operations and the company's long-term expansion.
“The initial planning for the opening of the new factory on the 19,000 square meters acquired in Cernica in 2024 has been modified due to an opportunity that arose at the end of last year. We purchased a former textile factory in Târgu Neamț, which gives us the advantage of retaining the existing team and opening the new factory much faster, saving about two years compared to the original plan. Therefore, we decided to prioritize this opportunity. The planned investment for Cernica remains strategic for us but will be redirected towards building a hub that will reinforce our logistical infrastructure and enhance operations in the coming years,” explained the CEO of Dulcinella Romania.
Expansion around Bucharest and in Moldova. Launch of savory pastry products and a campaign with Dubai chocolate
Regarding network expansion, Dulcinella will initially focus on cities located approximately 150 kilometers from Bucharest and on the Moldova area, where production and distribution infrastructure is already well-developed.
Additionally, Dulcinella's management will launch three new types of savory products this year, in response to growing demand for savory pastries. On the other hand, although general preferences have remained constant over the years, the end of 2024 brought the trend of Dubai chocolate, with the company recently running a sales campaign for this product in all Dulcinella confectioneries.
