With the success of fast food chain Burger King, it is quite evident that South Africans warm up to international brands quite well. American Coffee Company, the largest coffeehouse company in the world, Starbucks, will be opening its South African doors come 2016. This means that job creation is on the cards for South Africa, and this will allow Taste Holdings to own and operate the stores directly.
This store, founded in 1971 in Seattle (Washington), is well known for its unique tasting hot and cold beverages, and this is not the only things they serve. Included in their menu, are other food items such as sandwiches, salads, yoghurt, fruits, scones, muffins, fold overs, just to name a few.
Starbucks has 22,000 locations globally, and it is said that, as with other stores in different regions, the menu for South Africa will be tweaked to cater to local tastes. This for instance, would mean that rooibos tea will be part of the menu.
Taste CEO Carlo Gonzaga said Starbucks will do well in South Africa because there’s an affinity for international brands, and their presence in the country has been relatively scant.
Starbucks’s Kris Engskov, who heads Europe, the Middle East and Africa says that South Africa is an “aspirational country” with a growing economy and that there is now a “much larger group of people that can access our brand”.
“Starbucks is one of the few truly global brands not represented in Southern Africa, and this addition to the Taste portfolio complements its licensed portfolio, which currently includes Domino’s Pizza in the food division and watch brands such as Rolex, Omega, Breitling, Tag Heuer, Hublot, Rado and Longines in its luxury` goods division,” Taste Holdings said.
Their coffee, sourced from nine African countries, is expected to blow away South Africans.