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.