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The Success of Coffee Chains Internationally

How is it that international sensations like Starbucks succeed in the way that they do, even when the coffee is by all accounts more expensive than the average homebrew? Quite simply, Starbucks and others of its kind succeed in large part because of the environment that they provide. When you walk into a Starbucks or a Coffee Bean, or even a local caf? that is just done well, you get a sense of comfort and safety ? and in wintertime, let us not forget warmth.

Of course, it doesn?t hurt that at Starbucks the products they are selling are pretty darn good. There?s no fudging with the ingredients or boasting ? whether you?re looking for a Banana Coconut coffee drink or a simple cup ?o joe, Starbucks has it at a price that might seem steep but at a price that denotes quality far surpassing the kind of burning hot coffee you can get when you pay a visit to your local McDonald?s.

Starbucks doesn?t always succeed everywhere ? there are countries around the world that have their own indigenous caf? chains, and they vigorously put themselves and their products out there and have the home field advantage to boot. However, even in countries steeped in coffee or caf? culture that you wouldn?t think would welcome American chains like Starbucks like-minded companies can do well. You can even go to a Starbucks in Paris, if you like. And why/how can they do this? They sell more than their coffee. They sell their atmosphere. It works.