{"id":131539,"date":"2008-09-30T02:00:00","date_gmt":"2008-09-30T02:00:00","guid":{"rendered":"https:\/\/ac-franchise.com\/attention-starbucks-coffee-pourrait-bien-boire-la-tasse"},"modified":"2020-01-24T11:09:34","modified_gmt":"2020-01-24T10:09:34","slug":"attention-starbucks-coffee-pourrait-bien-boire-la-tasse","status":"publish","type":"post","link":"https:\/\/ac-franchise.com\/article\/attention-starbucks-coffee-pourrait-bien-boire-la-tasse","title":{"rendered":"Attention, Starbucks Coffee pourrait bien boire la tasse !"},"content":{"rendered":"<p>Cinq ans apr\u00e8s son arriv\u00e9e dans l&rsquo;hexagone, <strong>Starbucks Coffee <\/strong>essuie les pl\u00e2tres de son concept trop am\u00e9ricain qui ne r\u00e9pond pas aux attentes de la client\u00e8le fran\u00e7aise ! <\/p>\n<p> Ce n&rsquo;est pourtant pas faute d&rsquo;avoir essay\u00e9 de s\u00e9duire les fran\u00e7ais, les investissements ont \u00e9t\u00e9 importants pour ouvrir les 41 <strong>caf\u00e9s-bars <\/strong>tous implant\u00e9s dans la capitale parisienne (sauf 1 \u00e0 Lyon). Selon les donn\u00e9es confidentielles que le magazine Capital s&rsquo;est procur\u00e9, la recette quotidienne de certains des\u00a0 <strong>\u00e9tablissements fran\u00e7ais Starbucks Coffee <\/strong>descend r\u00e9guli\u00e8rement en dessous de 1000 euros et tombe m\u00eame autour de 600 euros les jours creux ! En 2006, apr\u00e8s 3 ann\u00e9es dans le rouge, la filiale fran\u00e7aise du <strong>g\u00e9ant am\u00e9ricain du caf\u00e9 <\/strong>essuie une nouvelle perte de 4,1 millions d&rsquo;euros pour un chiffre d&rsquo;affaires s&rsquo;\u00e9levant \u00e0 23 millions. <\/p>\n<p><strong>Le concept marketing de Starbucks Coffee n&rsquo;a pas rencontr\u00e9 le succ\u00e9s escompt\u00e9 en France, comment l&rsquo;expliquer ?<\/strong><br \/> Les <strong>\u00e9tablissements Starbucks Coffee <\/strong>avaient pourtant rencontr\u00e9 le succ\u00e8s aux 4 coins du monde avec une offre de plus de 87 000 recettes de caf\u00e9s. Cependant, pour les fran\u00e7ais habitu\u00e9s \u00e0 boire un <strong>caf\u00e9 noir, fort et nature<\/strong>, la proposition de <strong>87 000 combinaisons de caf\u00e9 <\/strong>rel\u00e8ve plus du superflu que d&rsquo;une v\u00e9ritable innovation. Caff\u00e8 Moka, Caff\u00e8 Latte, Cappuccino, Caramel Macchiato, Espresso Macchiato, Espresso con Panna, Vanille, Moka, Caramel&#8230; Passer sa commande devient un v\u00e9ritable parcours du combattant, et peu de clients ont le courage d&rsquo;aller jusqu&rsquo;au bout. <br \/> Peu de fran\u00e7ais\u00a0 prennent du <strong>caf\u00e9<\/strong> l&rsquo;apr\u00e8s-midi, contrairement aux am\u00e9ricains qui en consomment toute la journ\u00e9e. R\u00e9sultat : les <strong>Starbucks Coffee<\/strong> sont d\u00e9serts d\u00e9s 14h !\u00a0 Autre diff\u00e9rence culturelle, bon nombre d&rsquo;am\u00e9ricains appr\u00e9cient consommer leur caf\u00e9 en marchant, habitude \u00e0 laquelle la plupart des fran\u00e7ais sont r\u00e9fractaires d&rsquo;o\u00f9 la faiblesse de la <strong>vente \u00e0 emporter <\/strong>en France. La concurrence des bistrots de quartier o\u00f9 la relation avec le client constitue un sacr\u00e9 frein pour <strong>Starbucks Coffee <\/strong>dont les \u00e9tablissements affichent un turn-over particuli\u00e8rement \u00e9lev\u00e9. <\/p>\n<p> Outre Atlantique, la situation n&rsquo;est gu\u00e8re meilleure : la <strong>cha\u00eene de caf\u00e9s Starbucks <\/strong>pr\u00e9voit de fermer 600 points de vente (soit 5% de son r\u00e9seau). Pour cause : un ralentissement de la consommation am\u00e9ricaine, une concurrence f\u00e9roce exerc\u00e9e notamment par les McCaf\u00e9 de MacDonalds\u00a0 et une cannibalisation de ses propres caf\u00e9s trop rapproch\u00e9s les uns des autres dans certaines r\u00e9gions.<\/p>\n<p><strong>Vu dans Capital n\u00b0199 (avril 2008)<\/strong><\/p>\n<p>Voyez les r\u00e9seaux de <a href=\"https:\/\/ac-franchise.com\/annuaire\/franchise-secteur-restauration-rapide-fast-food\">franchise de restauration rapide<\/a> qui se d\u00e9veloppent en France<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cinq ans apr\u00e8s son arriv\u00e9e dans l&rsquo;hexagone, Starbucks Coffee essuie les pl\u00e2tres de son concept trop am\u00e9ricain qui ne r\u00e9pond pas aux attentes de la client\u00e8le fran\u00e7aise ! Ce n&rsquo;est pourtant pas faute d&rsquo;avoir essay\u00e9 de s\u00e9duire les fran\u00e7ais, les investissements ont \u00e9t\u00e9 importants pour ouvrir les 41 caf\u00e9s-bars tous implant\u00e9s dans la capitale parisienne [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[1],"tags":[],"class_list":["post-131539","post","type-post","status-publish","format-standard","hentry","category-actualites-des-reseaux","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>STARBUCKS COFFEE: Attention, Starbucks Coffee pourrait bien boire la tasse !<\/title>\n<meta name=\"description\" content=\"Cinq ans apr\u00e8s son arriv\u00e9e dans l&#039;hexagone, Starbucks Coffee essuie les pl\u00e2tres de son concept trop am\u00e9ricain qui ne r\u00e9pond pas aux attentes de la client\u00e8le fran\u00e7aise ! 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