Starbucks signs licensing deal with Alsea to operate stores in four European markets

By Laura Mullan
Starbucks Corporation has signed a deal with its Latin American partner, Alsea SAB, to open and run coffee chains in four European countries. Under the...

Starbucks Corporation has signed a deal with its Latin American partner, Alsea SAB, to open and run coffee chains in four European countries.

Under the licensing agreement, Mexico City-based Alsea will be able to operate Starbucks coffee chains in France, the Netherlands, Belgium and Luxembourg.

Through the deal, Starbucks hopes to "unlock untapped potential" in countries where its presence isn’t as strong as neighbouring markets like the UK.

The Seattle-based coffee chain plans to sell its 83 company-owned stores in France and the Netherlands to Alsea, according to reports by Bloomberg.

Under the agreement, Alsea will also take over store operations, remodels and workers.

SEE ALSO:

Alsea already franchises more than 900 Starbucks stores in Latin America and so the new deal brings its partnership with the coffee chain to nine markets globally.

The news comes shortly after Starbucks announced it will restructure its management team and focus on turning around sales in the US and China.

The coffee chain has also gained the support of a major new shareholder.

Earlier this month, activist investor Bill Ackman revealed a $900mn stake in the firm.

Starbucks has more than 28,000 locations globally, making it the world’s biggest coffee chain.

Share

Featured Articles

Top 10 customer experience (CX) trends in 2023

Food Digital breaks down the Top 10 customer experience (CX) trends taking centre stage for 2023, including predictive analytics, AR, metaverse and more

Absolut joins the sustainable drink trend with paper bottle

Sustainability is driving brand changes at Absolut as the drinks brand focuses on delivering new designs and a sustainable paper-based recyclable packaging

Careers Passport: flagship programme to help jobseekers

A fast-track job scheme designed to remove barriers to enter the food and drink industry has seen over 1,000 training opportunities created.

Coca-Cola, Diginex & Reckitt tech to support supply chains

Drink

Luxury food manufacturer Venchi on sustainable packaging

Food

How has the pandemic affected sales at General Mills?

Food