Tweet
Starbucks opens first store in Greece
Thu Sep 19, 9:29 AM ET
ATHENS, Greece - Hoping to challenge the familiar Greek coffee house, Starbucks Coffee Co. opened its first branch Thursday in a country slowly developing new tastes beyond the sweet and potent traditional brew.
"This is historically such an important country," said Peter Maslen, president of Starbucks Coffee International. "We couldn't really be in Europe unless we were in the cradle of civilization."
Starbucks has about 5,790 locations throughout North America, Europe, the Middle East and the Pacific Rim.
The classic Greek coffee — sipped from small cups — made the Starbucks menu alongside American-style filtered coffee, which was once rare in Greece but is now gaining ground.
But left off the Starbucks list was the highly popular "frappe" — a frothy concoction of instant coffee and sugar.
Starbucks hopes to compensate by offering their new shaken espresso drink, the "Double Shot."
Starbucks entered the Greek market in a joint venture with Marinopoulos Brothers S.A., a diversified group that includes pharmaceuticals and a grocery store chain.
Panos Marinopoulos, president of Marinopoulos Coffee Company S.A., indicated plans to expand Starbucks around Greece, including outlets in Marinopoulos supermarkets. But he declined to give any other details.
(cx-bm)
Thu Sep 19, 9:29 AM ET
ATHENS, Greece - Hoping to challenge the familiar Greek coffee house, Starbucks Coffee Co. opened its first branch Thursday in a country slowly developing new tastes beyond the sweet and potent traditional brew.
"This is historically such an important country," said Peter Maslen, president of Starbucks Coffee International. "We couldn't really be in Europe unless we were in the cradle of civilization."
Starbucks has about 5,790 locations throughout North America, Europe, the Middle East and the Pacific Rim.
The classic Greek coffee — sipped from small cups — made the Starbucks menu alongside American-style filtered coffee, which was once rare in Greece but is now gaining ground.
But left off the Starbucks list was the highly popular "frappe" — a frothy concoction of instant coffee and sugar.
Starbucks hopes to compensate by offering their new shaken espresso drink, the "Double Shot."
Starbucks entered the Greek market in a joint venture with Marinopoulos Brothers S.A., a diversified group that includes pharmaceuticals and a grocery store chain.
Panos Marinopoulos, president of Marinopoulos Coffee Company S.A., indicated plans to expand Starbucks around Greece, including outlets in Marinopoulos supermarkets. But he declined to give any other details.
(cx-bm)
Comment