According to a recent report by the Wall Street Journal,Starbucks Corp. has announced plans to open 50 new coffee shops in Mexico throughout the remainder of 2015,including at least three new concept stores that are branded Starbucks Reserve and offer premium products. The investment will reportedly total around $16.67 million.
The new Starbucks Reserve brand is already making headlines for its high quality coffee after opening the first location in late February in Mexico City. More stores will likely open in Guadalajara and other cities,after the international coffee giant recognized that clients in Mexico are quickly becoming more sophisticated and know much more about fine coffee.
“For more than 40 years,Starbucks has purchased and roasted some of the finest quality coffee beans around the world for our customers,” shared Federico Tejado,CEO of Starbucks Mexico in an interview with The Financial. “Our customers in Mexico City have a strong appreciation for coffee and we’ve created a one-of-a-kind store where they can discover new coffees,explore different brewing methods and enjoy a truly modern design inspired by the world’s coffee growing regions.”
In addition to dozens of traditional new Starbucks stores already in the planning phase for popular destinations around the country,the new Reserve line features a carefully curated range of products that includes some of the world’s finest single-origin,small-batch Arabica coffee. The beans are reportedly sourced from the mountains of Nicaragua,the highlands of Papua New Guinea and the coast of Ecuador’s Galapagos Islands and are hand-selected by the organization’s most experienced international buyers.
“There is such a rich story behind each bag of Starbucks Reserve coffee,” shared Valeria Marini,a Starbucks store designer based in Mexico City. “I wanted to create a space that would introduce Reserve to our customers in Mexico City,and take them on a journey from the small farms that harvest these coffees,to that freshly brewed cup.”
Starbucks has been operating in Mexico for more than 12 years and currently has about 444 stores throughout the country in 521 cities. The plans to open 50 new stores in 2015 come after Starbucks opened 45 new stores throughout Mexico in 2013 – a trend that shows the company’s confidence in Mexico’s continued economic expansion. In addition,Fox News reported the company opened 39 stores in Mexico during 2012 and coffee consumption throughout the country is on the rise,with Tejado revealing per-capita consumption in 2013 was at 700 grams – a number that he says has since risen to around 1.8 kilograms.
Generally speaking,the existence of Starbucks coffee shops in all of Mexico’s most popular vacation and expat destinations – from Cancun and Playa del Carmen in the Riviera Maya along the nation’s Caribbean coast,to Cabo San Lucas and Puerto Vallarta on its Pacific shores – is just one more thing that makes Mexico feel closer to home.
“We expect a good year for our business because the per capita consumption of coffee has risen in Mexico,but especially the consumption of quality products,” shared Federico Roof,Starbucks CEO.