Tuesday, August 30, 2011

Starbucks continues expansion plans in Sweden

In 2010 the first Starbucks was opened in Sweden at terminal 5 at Arlanda airport. Now it's apparently time for more, as Starbucks plans to open up a few more cafés next year at the high traffic locations of central stations in Gothenburg and Malmö.

Sweden already have a number of Starbucks 'wannabees' including Waynes Coffee and Espresso House. I've complained before that I don't think those two chains have established enough differentiation and uniqueness in their brand and service concept. And with Starbucks entering they might have to think about this, and how to keep their customer base if a Starbucks would open up around the corner. Strong brands always have a big advantage, but of course - in the coffee chain world the biggest advantage of all is great tasting coffee at a high traffic location... 

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