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Starbucks aims to treble its cafes in Germany

Starbucks CEO Howard Schultz says he wants to treble the number of cafes in Germany, and introduce a number of more locally-relevant products.

Starbucks aims to treble its cafes in Germany
Photo: DPA

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.

“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

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TRAVEL

Travel: Germany downgrades Covid-19 risk status of USA

The United States is no longer classed as a "high incidence area" by Germany - it has returned to being a "risk area".

Travel: Germany downgrades Covid-19 risk status of USA
People walking in New York in May 2020. Photo: DPA

The Robert Koch Institute (RKI) changed the risk classification of the United States on March 7th.

The US was previously classed as a “high incidence area” by the RKI. These are regions where the incidence is over 200 Covid-19 cases per 100,000 residents with a period of seven days.

However, now it’s a “risk area” – which is used by German authorities to describe a region with an increased risk of infection, usually above 50 coronavirus cases per 100,000 people in seven days.

Other factors are also taken into account, such as measures in place.

It means the travel requirements for people coming from the US to Germany have changed.

However, entry from the US is only permitted in a few narrow exceptions. Proof of urgent need to travel is required, German authorities say. You can find more information in the story below.

READ MORE: When are Americans allowed to travel to Germany?

What happens if I need to travel from the US to Germany?

If you are a German resident from the US, or fall into one of the exception categories, you still face strict testing and quarantine measures.

All travellers must have a negative Covid-19 test result at the latest 48 hours after they enter Germany. It must be presented to authorities if they request it.

Some individual airlines may however still say that travellers have to present a coronavirus negative test result before boarding is allowed. You should contact your airline before travel to check.

Both PCR tests as well as rapid anitgen tests are accepted if they meet the quality standards. Testing is still mandatory even if travellers are vaccinated or have recovered from a coronavirus infection. 

People returning from “risk zones” are required to self-isolate for 10 days after they arrive.

The quarantine can usually be ended with a negative coronavirus test result taken at the earliest five days after arriving in Germany.

However, states can differ on their travel regulations so check with your local authority before travelling.

Everyone entering Germany is also required to register online.

New “high incidence areas”

In the RKI’s latest travel classification list, Sweden, Hungary and Jordan are now classed as “high incidence areas” which means stricter testing and quarantine rules apply.

Areas of “variant concern” include Austria’s Tyrol region, the UK, Brazil, Portugal and Ireland. Even stricter rules apply for these regions.

You can find out more information about travel rules in our story below.

READ MORE: What you need to know about Germany’s latest rules on foreign travel

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