Starbucks - a unique chain of coffee shops around the world,whose history began back in 1971, in America, continuing to this day. To date, Starbucks covers a huge number of countries, including Russia. In total, there are more than 20 thousand coffee houses around the world with a special charm for each individual country. In every country of the world, in every city, Starbucks fell in love with a delicious coffee and soulful, homely atmosphere. Unfortunately, in Novosibirsk only now the famous chain of coffee shops was able to please the residents with a favorite drink of millions. Of course, this was one of the main events for the townspeople. And what are the reasons for such a long delay in opening Starbucks coffee houses, you will find out in this article.
In 2014, the emergence of Starbucks nobodyhe could have foreseen in Novosibirsk, while the owner of the Monex Trading franchise did not publish the vacancy of the operations manager in coffee shops, which became a new direction in the city. The candidate was required to have experience in managing at least four points of the network of any establishment, and his duties included “managing the activities of the coffee shop chain”, as well as “organizing the opening of new shopping facilities”.
According to analysts, Starbucks in Novosibirskcould pay for itself due to the fact that there are not enough coffee houses for 1000 people in the city, and such networks as Traveler’s Coffee, Coffee Grinder, and Cup of Coffee occupy a significant niche in the industry. However, the franchise company decided to create the first Starbucks coffee houses in Novosibirsk, as the brand could become a significant competitor for them with the opening of "about 30 coffee houses in the city."
However, the news about the appearance of coffeefaced a big problem. Starbucks official representative for March 2015 denied a rumor that Starbucks will be open in Novosibirsk. And this disappointed many fans of coffee.
In 2016, company representatives againThe Green Siren fans were encouraged by the appearance of at least 5 coffee houses, but these plans failed to materialize. The brand’s worldwide fame and even the high price of a cup of coffee couldn’t affect the possible success of the network in the city. In addition, a fake Starbucks account on Instagram called starbucks_novosibirsk promised to promise 700 rubles to the first 7000 subscribers on February 10, 2016, and for subscribers it was enough to take a screenshot and mark the profile in their publication. Subsequently, the account was deleted, and news about the opening of institutions began to disappear from the search engines.
Starbucks Coffee, like a popular coffee shop, couldget on with absolutely any competitors, but this was not to be. And the company officially has so far refused to introduce Starbucks coffee shops in Novosibirsk. Contrary to popular opinions of experts and the positive outlook of a competitor Starbucks, the owner of Traveler’s Coffee shop’s local coffee houses, the brand could quite easily coexist with its colleagues without feeling any discomfort. in Novosibirsk, which was a large share, based on the scale of the city, as well as the existence of other players in the market, such as McDonalds, KFC, Burger King, while some of them did not succeed in entering the city.
So is there a Starbucks in Novosibirsk?Search engines provide a variety of information on this issue. If 2GIS shows that in Novosibirsk it is present only in distant plans, then Yandex gives a referral to an outsider of Starbucks Coffee, a resource that lists more than 7 Starbucks addresses in Novosibirsk. Checking each of them, you can find out that there is not a single coffee house. In addition, by checking the list of establishments located in the SanCity shopping center, which was supposed to be the pioneer of the Starbucks world for Novosibirsk, you can find out that Starbucks coffee shops are not there at all, and their direct competitor is Traveler’s Coffee.
Asking why the company is notentered the market of the city, it is worth referring to the whole background, since in 2014 it was clear that for Starbucks the market would be quite unpromising, even despite various emblems, cups, coffee, sandwiches, pastries, souvenirs, coffee makers, mugs and Glasses, which over the last 5 years are no longer surprising due to the fact that the format of getting coffee with you has become quite similar to other cafes that can be found in Moscow, where Starbucks nevertheless occupies a weighty position in the consumer market. And its passability in various shopping centers, as well as streets with high pedestrian traffic is extremely high.
It is worth noting that Novosibirsk is a city withsufficiently developed culture of coffee consumption, and therefore the company's success could have been staggering, however, the idea of creating coffee houses in the city was abandoned in the near future for uncertain reasons, which Starbucks Coffee identified as "the priority of a gradual development strategy with a careful study of the possibility of Starbucks" in various cities of the Russian Federation, infrastructure features, including in Novosibirsk ".
Finally, with regard to administrativemanagement, he could also be a reason for refusing to open coffee shops, due to the fact that a suitable candidate could not be found due to the requirements for the candidate, including knowledge of the language, as well as direct work experience, which in the end could lead to a lack of of the administrative unit and the subsequent removal of a vacancy from the HeadHunter site (both because of the withdrawal of a vacancy as unnecessary, and in connection with finding the necessary specialist). Starbucks Coffee did not comment on the data for the vacancy of the manager, but gave a rather vague comment on the possible future appearance of the network in the city of Novosibirsk. Monex Trading declined to comment, demanding a written request, leaving the question of the future of Starbucks Coffee in Novosibirsk open to the present day.
The main feature of Starbucks coffee houses isspeed of service, quality of food, as well as features of staff communication, which does everything necessary so that satisfied visitors recommend a coffee shop as a good place to relax, as well as an institution where you can get first-class coffee.
