Starbucks plans new blend for Europe
Alsea is well established as a Starbucks partner, first joining forces in Mexico City 16 years ago
Chicago — Starbucks, already restructuring at home, will now shake things up in Europe, too. The world’s biggest coffee chain is trimming down its European corporate operations and giving its long-time Latin American partner the rights to open and run cafes in four new countries. Under the licensing deal, Mexico City-based Alsea SAB will be allowed to expand the Starbucks brand in France, the Netherlands, Belgium and Luxembourg, where its presence is relatively limited compared to neighbouring markets such as the UK. The tie-up with Alsea in Europe could help remove distractions from Starbucks CEO Kevin Johnson as he focuses on turning around sluggish sales in the chain’s two most important markets, the US and China. The company declined to share financial details of the transaction. “By bringing together France, the Netherlands, Belgium and Luxembourg under Alsea, we would be unlocking untapped potential for growth to ensure the long-term success of the region,” Starbucks spokeswom...
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