Starbucks extends partnership with Selecta to grow self-serve business in Europe

Starbucks Corporation has extended its licensing agreement with vending services supplier Selecta.

Under the agreement, the Swiss firm will gain the rights to develop and operate a premium self-serve coffee concept called Starbucks on the go.  

Designed to replicate the experience of a Starbucks coffee house, Selecta will offer Starbucks beverages from a self-serve machine, complete with Starbucks branding.

Starbucks says that the self-serve counters will help it tap into promising markets such as office, university and hospital channels. 

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It will also allow the coffee chain to take advantage of the growing on-the-go coffee trend in Europe. 

Pieter Boven, Director of Strategic partnerships EMEA at Starbucks, said: “The partnership between Nestle Starbucks and Selecta has given us the ability to deliver great Starbucks coffee to our customers through a premium self-serve solution, adhering to the highest quality standards.

“This new licencing agreement signals our commitment to continue to work together to grow the premium self-serve business.”

Sjoerd van den Dungen, Group Starbucks Director at Selecta added: “We are proud to take another step in our partnership with Starbucks, bringing great tasting self-served Starbucks coffee beverages to our consumers across our 14 markets in Europe.

“The partnership combines Selecta´s extensive experience in premium self-serve retail solutions with unequalled coffee and service quality. Together we are the best in coffee and the best in service.

“The focus for growth in the coming years we will be on the office, university and hospital channels. As a market leader, we understand the increasing demand for premium coffee and Starbucks on the go is a fantastic fit for the European market.”