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Starbucks aims to treble its cafes in Germany

The Local · 22 Sep 2011, 14:13

Published: 22 Sep 2011 14:13 GMT+02:00

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In an interview with the Handelsblatt daily, Schultz said he had been relatively careful in Europe and that the focus of expansion had most recently been on China, while his emphasis would remain on Asia over the next year or so.

But he said Europe would not remain a Starbucks backwater. “China was in the last years such a big chance for us and we were so successful there that we trained our focus there. We will open in India in 2012, in Vietnam in 2013. But we will redouble our efforts in Europe.

“Admittedly we will do that in a very disciplined manner and always keep our eye on the economic situation. I hope that we can double or treble the number of our cafes in Germany.”

He said the coffee would remain the same the world over, but added, “Local dishes could become more relevant soon. And I think there are chances for this in Germany. You will find out more in the next 12 months.”

When asked for an example, he suggested, “One could buy bakery goods from German bakeries and sell such food as the German customers expect and value.”

He admitted that the firm had at times become overconfident.

“Starbucks has – like many other firms – gone through a cyclical phase in which many people said many nice things and we started to believe that we were great. But we weren’t so great. The strong growth had covered a number of mistakes. But there was a feeling which I describe as hubris. They thought that they would always be at the top no matter what they did.”

He said success had seduced the firm and that the economic crisis in the United States had hit the company hard as a result – requiring a restructuring.

Story continues below…

“We have definitively finished the turn-around. The firm is healthier, stronger and has a new level of discipline. But most important is that we have maintained the values of Starbucks,” he said.

The company will be introducing new coffee-related products to its cafes, and then later in supermarkets, he said.

The Local/hc

The Local (news@thelocal.de)

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Your comments about this article

22:06 September 22, 2011 by kiaat
shitty coffee for shitty country
07:53 September 23, 2011 by marimay
Ah, I see you feel the same about Germany.

Anyway, starbucks is good maybe 1 out of 10 times.
10:27 September 23, 2011 by Marchelaw
Triple, not treble. "double or treble"?? The headline should be "Starbucks Aims to Triple its Cafes in Germany".

They'll probably do well if they move in slowly. Starbucks is different and has good bakery items to compliment their coffee. In the states, I think it's a bit expensive but I like basic coffee and I'm no coffee connoisseur.

Time will tell.
13:46 September 23, 2011 by germinator
@marchelaw. you ought to check a dictionary before you post. Treble is synonymous with triple. Used this way more often in UK than in US, but correct regardless.

That said, Starbucks sucks.
15:57 September 23, 2011 by catjones
Once again, the carping complainers. Starbucks (the world's largest coffee chain) just as with McD (the world's largest restaurant chain) is disparaged. Nobody puts a gun to the heads of the millions of customers.

kiaat...come to the U.S. and speak your mind..coward.

germinator.....check the reviews on qype. Your opinion is in the minority.
15:01 September 24, 2011 by germinator
@catjones. So the f--- what? I'm supposed to change my opinion (or not express it at all) because the masses are asses? Starbucks sucks. I don't care who agrees or not.

You, on the other hand, can shorten your posts to just "baaaaa".
15:16 September 24, 2011 by Lachner
I think it's funny when people say that Starbucks' coffee sucks, because their coffee is bought from the world's best coffee productions all over Latin America, Africa and Asia just like Lavazza, Tchibo and Ily among other brands do so as well. What Starbucks has done to be successful is that they developed the gourmet coffee experience by offering great coffee blends from all over the world, served in different ways (capuccino, espresso, latte, frappuccino, machiato, etc.) and all within very nicely developed stores with well trained and friendly staff. Additionally, they are well known to have very strong business values and employ social corporate responsibility wherever they operate.

I think Starbucks is great, but yes, you can get better or the same coffee for less in many other places. For the Starbucks experience, you pay a premium.
11:25 September 26, 2011 by hOU
Their house blends suck.
14:29 September 26, 2011 by LiberalGuy
I'm just going to put this on record but I haven't had a decent coffee in Germany period. Nor have i ever had a decent coffee from Starbucks. But that's beacsue I'm a coffe snob. If you ever get to Sydney try the Mecca Ethopian single origin. Orgasmic.
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