France resistance to Starbucks

While picking out my preferred Starbucks selection last Friday in the soft and typical Starbucks atmosphere, I was wondering why Starbucks was not established in France. One of our friends even told us that Starbuck of Rue de France in the very core of Paris was poised to close and that Starbuck CEO Howard Schultz had decided to curb next openings initially scheduled.

I tried to figure out why Starbucks brand did not succeed in France.

I think Starbucks concept based on the Italian or French café has been a success in the United States because the concept did not exist yet. That means, Starbucks was one of the first to offer in the 70’s a neatly decorated and relaxing place where you could stop and take time to savor one of the delicious composition offered.

Howard Schultz marketing strategy was to offer a “third place to live” (meaning Home, work, Starbucks).

French café or “Bistrot” exists for ever. They are small shops, often family businesses that you can find in each town, and village even very small. Cafe is the focal point where people like to come. Café-keeper usually knows his clients and habits. He is like a friend who is happy to see you and serve you the coffee selection or the drink you usually have. Starbucks tried to reproduce this characteristic by asking you your first name. I think Starbucks did a cultural error here as French people, more distant and protective in the first approach, do not like to tell their first name unless very close from the person.

Another cultural difference perhaps not properly considered is that in the United States, people prefer more diluted coffee they drink all along the day with a wide range of flavors. In France we like strong small coffee, we drink either black or with some cream. That’s it! As it is strong we rarely have coffee after 2 or 3 pm.

Finally Starbucks’ prices are very high while coffee in France is one of the cheapest beverages affordable.

I think these cultural differences should have been considered by Starbucks marketing before establishing shops in France as they have a significant impact on the activity and were predictable.