How Starbucks Adapts Its Coffee to Local Tastes in Europe

On a bright morning in Paris’s stylish Le Marais district, Marion Bayod sits at a small outdoor table at her local café, Le Cactus. She glances across the street at a Starbucks — and shakes her head. "I never go to Starbucks. It's not special, the coffee is average, and it's expensive," says the 35-year-old massage therapist. For many Europeans, especially in France, Starbucks still feels like 'another world'.

The short answer? Starbucks is spending millions to adapt — redesigning hundreds of stores, tweaking espresso blends, and customizing drinks for local tastes. In France, for example, it recently introduced a lighter roasted espresso blend after noticing 60% of customers prefer short espresso shots over milk-heavy drinks.

Why Starbucks Struggles in Europe

Despite strong growth in the U.S. and Asia, Starbucks has long had trouble gaining a solid foothold in Europe, the birthplace of café culture. In France, the company has operated 63 stores for eight years but has never turned a profit. High rents, labor costs, and the continent’s deeply rooted coffee traditions have made expansion difficult. Even in countries where Starbucks is profitable, growth lags behind other regions.

Economic factors like the eurozone debt crisis have also played a role. But the biggest hurdle, according to CFO Troy Alstead, is adapting to Europe’s diverse and discerning coffee preferences. "Europe is critically important to our future. We haven’t shown our best side here yet," he said.

What Europeans Really Want from Starbucks

Not all Europeans reject Starbucks. In cities like Amsterdam, Berlin, and London, the brand thrives among tourists, students, and fashion-conscious crowds who see it as part of American pop culture. Daphka Monteiro, a 19-year-old Parisian fashion student, admits she visits Starbucks for its trendiness, sipping a €5 (US$6.50) Frappuccino with friends.

But frequenting customers like her don’t bring in the steady revenue that take-away customers do. In the U.S., customers often grab a coffee to go — the most profitable model. In France, people prefer to sit for hours. That means more seating, more staff, and higher operating costs for Starbucks. "In Paris and Vienna, we expected more requests to localize offerings. But people actually want the authentic Starbucks experience," said Michelle Gass, Starbucks’ EVP for Europe, Middle East, and Africa.

How Starbucks Is Customizing for Local Markets

To crack the European market, Starbucks is rolling out a range of location-specific changes:

• France: With 60% of French customers preferring espresso, Starbucks introduced a new, lighter roasted espresso blend two weeks ago to address complaints that its standard espresso is too bitter.
• UK: The company is adding hundreds of drive-through locations to cater to the British preference for take-away coffee. It also now adds an extra shot of espresso to its UK lattes, which customers said lacked strength.
• Service: All European baristas now wear name badges. In London, they write customers’ names on cups and offer a free drink as part of a goodwill campaign — though some critics called it forced American friendliness. Baristas also position milk closer to the brewing area to speed up service.
• Store Design: Starbucks is opening “concept stores” that reflect local aesthetics. Recent examples include a rustic, village-style location near the Paris Opera, a sleek modern shop by the Louvre, and an opulent café on the high-rent Boulevard des Capucines with velvet chairs, chandeliers, and painted ceilings.

What Other Chains Did Right — or Wrong

Starbucks isn’t the first American brand to face this challenge. Burger King failed in France after refusing to adapt its menu and closed 39 stores in 1997. In contrast, McDonald’s succeeded by incorporating local ingredients like French cheese and mustard, preserving historic architecture in flagship stores, and adding coffee bars in some locations.

Starbucks is betting its European turnaround will follow a similar path — with a focus on blending global brand identity with deep local relevance. The company remains optimistic despite slow growth. While same-store sales in Europe grew just 2% over the past year — compared to 9% in the Americas and 20% in Asia — executives believe there’s room to expand further, particularly in airports and train stations.

Frequently Asked Questions

Why hasn’t Starbucks been successful in France until now?

Starbucks has struggled in France due to high rents, costly labor, and competition from established café culture. Locals perceive the brand as expensive, inauthentic, and not suited to the French habit of standing at the bar for quick espresso. For eight years, the company operated 63 stores without turning a profit.

What changes has Starbucks made to its espresso in France?

Starbucks recently introduced a new, lighter roasted espresso blend in France after finding that 60% of customers prefer short espresso drinks. Many locals found the previous blend too bitter for their taste, even by French standards.

How is Starbucks tailoring its stores in different European cities?

In cities like Paris, Amsterdam, and London, Starbucks is opening concept stores with local design elements — such as rustic woodwork in Paris, sleek modern interiors by the Louvre, and ornate décor with velvet seating and chandeliers on Paris’s Boulevard des Capucines.

Does Starbucks offer drive-throughs in Europe?

Yes, especially in the UK, where Starbucks is adding hundreds of drive-through locations to cater to the local preference for take-away coffee. This move aligns with the British tendency to drink coffee on the go.

Why are Starbucks drinks different in the UK versus France?

In the UK, customers complained that Starbucks lattes lacked strength, so baristas now add an extra shot of espresso. In France, where espresso is king, Starbucks switched to a lighter roast to reduce bitterness and better match local taste preferences.

How does Starbucks’ European performance compare to other regions?

As of the last reported quarter, same-store sales in Europe grew just 2%, far below 9% in the Americas and 20% in Asia. Europe’s economic challenges, high operating costs, and slower adoption have all contributed to the lag.

Recommended FrontStreet Coffee Blends for Authentic Espresso

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