As Starbucks expands its empire to Europe, The Citizen Media, an online newspaper, asks if it has the same atmosphere as Starbucks in the United States.
The author of the article notes that Starbucks has been doing well in the European market with more than 20 locations in Paris and 30 in Madrid, amongst many others throughout European cities. While the company seems to be profitable, the author believes that the "Starbucks spirit" is not working out so well in Europe.
The main focus of Starbucks is to satisfy customers and keep them coming back. In England and France, however, the company's administration is allegedly having a difficult time with its employees. Starbucks is England has hired numerous experienced consultants to help them get through this "nightmare." The author tells of his personal experience in France, where the employees were unpleasant and not dedicated to their jobs.
The author claims that Starbucks does not understand the European culture where employees are not worried about losing their jobs and people do not understand the concept of getting their coffee "to go." The author suggests the company end new openings for a couple of years while Europeans get used to what the company does and stands for.
In my opinion, Starbucks does not need to hold back on new openings, but rather adjust to the European lifestyle. Starbucks is an American company in Europe; therefore, it should take on some of the qualities European customers find important. While the atmosphere is typically relaxed, the company should do even more to invite customers to stay. In regards to the employees, it may take a while for them to adapt to the company's standards; however, once they understand what Starbucks is about, they may begin to change. Starbucks should be willing to adapt to the European culture and lifestyle, though, regardless of employees and the lifestyle of the population.
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