Starbucks has failed in South Africa so far but is set for a do over

Tuesday, November 12, 2019

Just three years ago, residents of the Rosebank neighborhood of Johannesburg were buzzing around the launch of the first Starbucks store in sub-Saharan Africa.

Even though the city has plenty of independent coffee shops and cafes and some local chains, the brand cachet of Starbucks brought with it a frisson of excitement and global modernity that some South Africans crave.

While it was never expected to be a mainstream brand in a country with 57% poverty and harsh inequality, Starbucks South Africa has still managed to perform worse than many watchers expected.


Source: Quartz (link opens in a new window)

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