PARIS - Starbucks has finally arrived in the country that likes to think it invented the cafe.
Almost six years after it began establishing itself in Europe - starting with Britain, Switzerland and Austria - Starbucks Corp. inaugurated its first Paris store yesterday, with Spanish partner Grupo VIPS.
The king of Frappucinos-to-go nevertheless accepts it might not be easy to make ends meet right away in a country where people still like to sit down to drink their express
preferred short, black, bitter - and above all, cheap.
Our success in other countries does not provide us with an entitlement to be successful in France Starbucks CEO Howard Schultz said.
Research has shown the French remain skeptical about whether coffee from America can measure up Schultz conceded, but they are aware of the Starbucks brand - and their curiosity will drive them into the stores.
When the first branch, at Avenue de l'Opera, opens to the public today, customers will find familiar croissants and pains au chocolat.
Some business insiders say it was not cultural resistance that delayed Starbucks' entry into the French market.
Executives from four major French food companies said they turned down offers from Starbucks to form a joint venture in this notoriously difficult market.
Their contract was way too expensive
said Jean-Paul Brayer, former head of Groupe Flo, the French reference company in upmarket chain restaurants, which declined a Starbucks offer in 2000. It was a win-win situation - but only for Starbucks.
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