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Starbucks is coming to town

 
 
 
 

You know, for local consumption in Guatemala City, this may sound like a good strategy.  More places where coffee is served, more possibilities for people to choose the profile they like the most.

Guatemala is well known for producing some of the best coffees in the world.  Nevertheless, in local consumption, there is a lot to do.  Part of that has to do with the fact that from the 3.4 million bags produced, only around 500,000 stay in the country for local consumers (and I bet not the best ones). Average per capita consumption is around 1.8 cups a day. Most of Guatemalans don’t drink coffee but a beverage made of cereals and coffee, in the rural areas where 50% of the total population are indigenas. 

Since around a decade, more and more coffee shops have been opening.  El Cafetalito and Café León were pioneers in selling coffee, and now café Gitane, coffee kiosks like &Café, coffee houses like Barista are being more aggressive in selling espresso based beverages and roasted coffee. Recently, El Injerto Café, owned by producers of one of the finest Guatemalan coffees in Huehuetenango, with auction awarded lots, opened to the public.  It is the only one brewing coffee in pour over, siphon, aeropress and French press.

Starbucks has opened in El Salvador and will open in Guatemala next March. It seems to be a franchise operated by a Salvadorian company that also runs other fast food restaurants.   It for sure will have its challenges:

1. Proving consistency in every single cup. Most coffee shops in Guatemala have big problems with that.  It all depends on the barista, the coffee supplier, the prices in coffee, etc...If they are good at serving a consistent coffee beverage day after day, I assume it will be an advantage.

2. Guatemalans are pretty much convinced that their coffee is one of the best in the world.  They have never tasted that coffee exported to the world, but they believe it because it makes you feel proud and you have heard it from others so you end up believing it.  Offering different coffees from around the world will be for sure a novelty.

3. Total population is 13 million, around 4 million live in the city and 56% of them are poor. Coffee pricing will be determinant to catch some of those coffee drinkers or to attract new ones.

4. Competition is always good.  I am sure it will have lots of benefit for the consumer who will be the one deciding if coffee tastes better here or there.

I am writing an article now for a local coffee magazine regarding this topic, so any one who would like to comment on how Starbucks has contributed to change consumption in USA or other parts of the world where they have stores, or how it has not contributed, please allow me to quote you. It will be very enriching to include your comments.

Welcome Starbucks and good luck. 

 

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REVIEWS & COMMENTS

  • I FIND IT SO INTERESTING

    intrepid510 | Tue, 12/06/2011 - 15:13

    I find it so interesting that a lot of coffee exporting regions don't drink very much coffee at all as one would think that the price of coffee would be so cheap similar to do that of oil producing nations.

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  • INTERESTING

    Wakeknot | Fri, 11/04/2011 - 16:05

    They are bold to go into coffee producing countries and bring their brand in. I don't like their coffee, but I am glad they exist as they form a gateway between bad coffee and good in the US.

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  • HOW WAS IT RECEIVED?

    EricBNC | Thu, 09/08/2011 - 18:50


    How was it received? Is the business doing well in this location in spite of the challenges.

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  • SERVICE AND PRICES

    Gabriela Cordón | Wed, 01/19/2011 - 12:47

    Jeimy:

    They are training their staff since over a year, they all went to Perú to receive training. They say the stores there are the best in service. For the article I am writing, I asked persons in the line in one of El Salvador´s stores, and $9.60 for two capuccinos(altos)and a frapuccino seems to be just right. Let´s see. Guatemalans move a lot by what is trendy. The thing is if they will be able to keep the trend.

  • FINALLY!!!

    Jeimy L F | Mon, 01/10/2011 - 18:54

    I mean, I am really happy to hear Starbucks is opening in Guatemala!!! Not only because I'am a coffee lover, yes all of us Guatemalans are, but also because Starbucks buys quite a big amount of coffee from Guatemala and we had never had the chance to buy it over there.

    I love Guatemalan coffee, yes we believe is one of the best coffees in the world, but I love the different coffee flavours/syrups Starbucks offers (my fav is White Choc Mocha, no cream on top), so every time I have the chance to travel to the US or now that I live in New Zealand, that is the one I buy.

    The thing is that prices of a Starbucks cup of coffee are expensive, and they will have to seriously think about competitive prices in Guatemala, plus it will reasonably be possible as they can still buy local coffee to re sell it in their shops over there.

    All I can say is that I am glad to hear we will have Starbucks in Guatemala, but hope prices are fair and flavours and service are the same as they are worldwide! :)

  • SIZES

    Gabriela Cordon | Wed, 12/22/2010 - 16:22

    McDonalds and Café Barista (local) are serving already pretty big sizes of coffee and milk. McDonalds has their McCafés everywhere offering this big cups of coffee. They have Simonelli machines. I don´t think in size, but more in the consistency they can provide to customers and also variety of options to order from (origins and also type of beverages).

    Our local market is still new in the specialty coffee segment so everything you can offer with lots of sugar, milk and chocolate sounds just fine. There is a few minded people who are already oriented to flavorful and pleasant flavors in coffee without milk and sugar. But those are still very few.

  • ARE THERE ANY GUATEMALAN

    broseph | Sat, 12/18/2010 - 14:53

    Are there any Guatemalan coffee-consumption habits that you think Starbucks will cater to (as McDonalds and also fast food places have been known to do?) For example, are Guatemalan coffee portions usually smaller than the sizes that Starbucks is known to offer in the US? Just curious

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