Starbucks is currently present in 58 countries and although it has been largely successful in the U.S., China, and Japan, the coffee retail chain struggles to keep afloat in France. Somehow, Starbucks can’t seem to win over the French – having set up 63 stores in France, the company has yet to turn a profit. Now, Starbucks is even more determined to attract Europeans customers as it plans a multimillion-dollar campaign.
The campaign includes a rebranding of its stores in Europe to become more personal, cozy, and more appealing to local coffee-lovers. Already, some of the Starbucks stores in Paris, Amsterdam, and London are humanized with comfortable couches, detailed ornaments, highly trained baristas, and catering to local tastes.