Starbucks to license operations in France, the Netherlands, Belgium and Luxembourg to Alsea
The coffee giant also expressed plans to have a new support centre structure.
Starbucks has announced that they will license their store operations in France, the Netherlands, Belgium and Luxembourg to the Mexico-based restaurant operator Alsea.
Alsea will have the right to operate and develop Starbucks stores in these EMEA markets as well as having a new support structure in the coffee chain’s head office in London to support the licensed strategy.
“We’re very pleased to build on our 16-year history with Alsea, a long-term strategic partner to Starbucks, with the intention to license our business operations in France, the Netherlands, Belgium and Luxembourg,” John Culver, group president of Starbucks International’s channel development and global coffee & tea, said.
“These strategic moves would enable us to further accelerate growth across these markets as we position Starbucks for long-term success moving forward.”
Starbucks also mentioned that they have plans to restructure its back-office support functions by closing the support centre in Amsterdam and introducing a new support centre structure in its London head office.
“This new structure will be the culmination of a long and thoughtful process to simplify our organization so that it can best service our increasingly licensed store market strategy while continuing to embed our mission and values in how we operate everyday,” Martin Brok, president of Starbucks EMEA, said.
