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Starbucks to open new Swedish stores

Peter Vinthagen Simpson · 29 Aug 2011, 11:09

Published: 29 Aug 2011 11:09 GMT+02:00

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From next year, caffeine-deprived rail travellers will be able to perk up with the coffee chain's signature mocha frappuccinos and skinny hazelnut lattes as they board their trains at Malmö and Gothenburg central stations.

While Starbucks opened a store at Stockholm Arlanda Airport in 2010, the outlets will be the first Starbucks in Sweden to be open to the general public.

The shop is to be opened within the framework of an existing strategic partnership with the Scandinavian Service Partner (SSP) restaurant and travel company, according to a statement.

"Starbucks at Arlanda is a major success for both our clients and customers. We are delighted to build on our strong relationship with Starbucks by opening more outlets in Sweden," said Lars Edengréen, president of SSP Sweden.

Although Starbucks is the world’s largest coffee house chain, it has yet to penetrate a Swedish market already served by a number of local chains such as Espresso House, Coffeehouse by George, and Waynes Coffee.

Story continues below…

SSP entered into a strategic cooperation with Starbucks in June 2008. Since then the company has opened 29 outlets in the UK, Spain, France, Germany, Switzerland and Sweden.

Peter Vinthagen Simpson (news@thelocal.se)

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Your comments about this article

13:30 August 29, 2011 by StockholmSam
Starbucks coffee is good. I don't think it is as good as the boutique coffees from Drop Coffee or Johan & Nyström, but it is as good as any of the Swedish chains mentioned in the article. I suspect those who are overly critical of it are critical because it is a chain and a corporate monster, not really because the coffee is bad. The coffee I get in Stockholm is already as good as or better than Starbucks, but what I look forward to is all of the Starbucks food, which is far superior to the crap all the Swedish chain cafés offer. I am so tired of chocolate balls, dry cinnamon buns and muffins with jelly inside.
13:31 August 29, 2011 by jamesblish
Great. Now whenever 219 cups of standard black coffee in one mug, I'll know where to go.
13:35 August 29, 2011 by Watchtower777
Their coffee is overrated, overpriced and bitter.
13:42 August 29, 2011 by Snoopy!
Starflunks ! tast like sh?%&#&%#/%/t , a load of hype about yet another multinational thieving parasites
13:50 August 29, 2011 by soultraveler3
Starbucks is overpriced and nasty. There are much better coffee chains out there.
15:07 August 29, 2011 by jamesblish
I'm a huge coffee drinker. Huge in the sense that I drink a lot. I don't really care about the beans though, any brew is fine, really. As long as it's STRONG. And Starbucks is way too weak. The best coffee I tried in the US was DD's Turbo coffee. That was decent although insanely expensive.
15:37 August 29, 2011 by canam
I made the mistake of getting a Starbucks at Arlanda....had to mortgage my house almost. It's expensive enough in California, let alone here. No thanks.
16:28 August 29, 2011 by ledax
The coffee they sell in bags ( bean ) is MUCH better than the crap you can find at local shops... The chai at sbux is much spicier and stronger ( a thing of personal taste ) the stores here seem to make a very very soft chai... very watered down.

And like someone mentioned, their offerings in other things but coffee... is far far superior than what you find here. As for the price, I find it so laughable that people would bitch about price here.. when u pay 700;- for converse and 1000:- plus for levi's... and bitch about how "expensive" a cup of coffee is? what a joke!

I always wonder why didnt they just open up stores here and killed the competition.

Welcome Starbucks, I have been waiting !!!
16:32 August 29, 2011 by CCVB
I drink Nespresso coffee at home, doesnt get better than that!
16:37 August 29, 2011 by BillyB
At last!

This place is screaming out for Starbucks.

Happy days are coming
16:45 August 29, 2011 by Stickeroo
You know they've got the rest of the world covered when they decide to finally come to the insignificant small market which is Sweden. Lol!
16:52 August 29, 2011 by Abe L
OMG! They finally make it to Sweden, about two decades to late and they decide to open shops in Malmö and Gothenburg? Seriously, what's wrong with these people.

I've never understood the utterly slow roll-out of Starbucks in Europe after their gigantic success in the States. Just about the only markets where you can find sufficient stores are Paris and London. They can easily compete with any of the current chains active in Sweden, if not flat-out bankrupt them.
17:17 August 29, 2011 by calebian22
Starbucks is great if you want a little coffee with your sugar. If you want your coffee black or with a little milk, Starbucks coffee is burned and bitter. Their success is due to great marketing and loads of sugar. No thanks.
17:32 August 29, 2011 by jacquelinee

@ calebian22 You probably think swedish coffee tastes good. Yuck!.
17:45 August 29, 2011 by jamesblish
None of you would taste the difference between [insert name of any random café] and Starbuck's. You are victims of advertising who like the IDEA of Starbuck's (for some reason). No reasonable person cares what kind of coffee they drink as long as it's real brewed coffee and not that freeze-dried crap. You're all liars.
17:50 August 29, 2011 by Heebz
@ ledax, you took the words right out of my mouth. Swedes pay 700kr for converse that costs 300kr maximum in the states, or pay over 1000kr for a pair of jeans and then have the nerve to complain about coffee being expensive! Cut it out!
17:59 August 29, 2011 by krattan
In Sweden there are lots of konditoris with both atmosphere and soul. Starbucks or any of the other chains for fika is as exciting as eating at McDonalds.
18:02 August 29, 2011 by calebian22

Indeed I do. Swedish coffee is far superior to just about anything found in the US.
19:06 August 29, 2011 by lovebobu
this is the best news from thelocal so far this year!!!!!

19:19 August 29, 2011 by jamesblish
Heebz: Last time I checked, people are pretty bummed about paying 700:- for a pair of uncomfortable, bad-quality shoes made by slave workers in Indonesia, too.
19:25 August 29, 2011 by graphixperson
Just when I thought I had escaped.... I really like the Swedish version of Starbucks, Espresso House, in comparison. A lot more atmosphere and the coffee is actually good. I have been to Starbucks all over the US and I find the same thing at every one: they burn their beans! Their coffee is not actually strong, they mask it's true flavor by burning the beans, making it seem more bold than it actually is. That said, the beans they sale in the stores taste a lot better than the coffee they make there.

Unfortunately, many people will go there no matter what and Starbucks will conquer yet another country. Kind of sad... Maybe they'll develop their own version of Skånerost...then I might go in.
19:27 August 29, 2011 by lovebobu

if they run my swedes, maybe they keep their traditions? lol !!!!

been looking for other choices for a while and yes indeed Starbucks is the best...


i second your comment, Swedish Coffee is suck. (Nespresso from Suisse is also a fine one) but nothing can beat the Starbucks (it's an experience).

@ krattan

very interesting comparison, iam totally agree with you, i think the swedes can not live without Mcdonald.

for those who think that it's over priced and too fatty, i have nothing to say but "Good luck with ur already-over-priced-taste-nothing-coffee". this topic will prove itself by how many people that will queue up at the mermaid.
19:33 August 29, 2011 by Great Scott
Can starbucks plastic puk really stand up against the great coffees Sweden already has.
19:42 August 29, 2011 by Jimbotiago
No to Stabucks and yes to the many and varied coffee bars in Sverige, where there all types of atmosphere
21:51 August 29, 2011 by miss-swiss
Starbucks does not do bad coffee, it is just way overprized (and that is a Swiss saying it, we are used to pay too much for almost anything). And anyway nothing beats real italian espresso for like less than 1 EUR...
22:49 August 29, 2011 by Smokebox
Waynes coffee is better then starfacks!!!!!
22:55 August 29, 2011 by Ivan Juric
Starbucks tried that here (Melbourne Australia) many of there stores opened up a few years ago only to shut down again. Melbourne has many privately owned cafes and Starbucks tried to drive them out of business, thankfully they failed.
23:18 August 29, 2011 by JaneL
NNNNNNNNNNNoooooooooooooooooooooooooooooooooooooooooooo!!!!! Let's hope they make the same mistake they did in Australia...
23:18 August 29, 2011 by 3000
This was announced at the beginning of July. Not sure why it's suddenly a big news item now. (Oh, right, summer... nobody noticed.)

I do like Espresso House and a few independent places, but if SB opens in proper urban locations, competition will be a good thing (for everyone including Espresso House).
23:48 August 29, 2011 by RitaPita

Agreed! Wayne's coffee is much better! .. Plus the original Wayne was (is?) a Canadian!

Please support good quality over good marketing.
00:02 August 30, 2011 by Smallnose
*$ insulted Sweden by taking 20 years to roll out the franchise into this civilized country.
05:33 August 30, 2011 by philster61
"Swedish coffee is far superior to just about anything found in the US. "

Since when and in what dimension?
08:00 August 30, 2011 by Rick Methven
@ Abe L

"I've never understood the utterly slow roll-out of Starbucks in Europe after their gigantic success in the States"

The reason Starbucks has not expanded into Europe is because Europeans know what good coffee is and Starbucks is NOT good coffee
08:41 August 30, 2011 by karex
#15 I must disagree with you. When you grow up in Brazil your taste becomes so refined that you can almost name the brand of the coffee that you are drinking. And I do care very much what brand of cofee I drink, and still consider myself a reasonable person. I love the bitter coffee, which is almost impossible to find here in Sweden. However, the difference in most coffees does not lie in the bean itself since most countries only import the best quality, but in the way it is roasted. In my opinion Swedish coffee is not roasted enough (hence the oily ring around the inside of your mug after a while). In Brazil it is roasted until almost, but not quite, burned. So it's a bit more bitter and very strong. No criticism to Swedish coffee, however, there should be different types of roast offered for every taste. Plus, what kept me from going insane when living in the US was Swedish coffee, which I was able to mail order...
09:55 August 30, 2011 by StockholmSam
All this talk about Starbucks and Waynes and Coffee By George and Espresso House has me wondering, does everyone here go to the chains? If you are in Stockholm, PLEASE PLEASE PLEASE go to Mariatorget and visit Drop Coffee (Wollmar Yxkullsgatan 10 - the best!), Johan & Nyström (Swedenborgsgatan 7), orKaffee (St Paulsgatan). These three places know how to make great coffee and their sandwiches and buns are better than the average Stockholm café by far. You might even take a walk up to Zinken and visit Mellqvists Kaffe (Hornsgatan) which also has excellent coffee and sweets. These are the best places on Söder for coffee and among the best in the whole city. Far superior to the chains.
10:10 August 30, 2011 by jacquelinee
@calebian22 Swedish coffee? YUCK! looks like dishwater, tastes like swampwater.

@Great Scott - same thing as above (and puke has an e on the end)

@ RitaPita &Smokebox- Never tried Waynes, but I will give it a try. But, Starbucks coffee has some depth of flavour that is sure missing in any Swedish coffee I have tried so far. You can't beat coffee that comes from South America.
10:39 August 30, 2011 by cogito
"The reason Starbucks has not expanded into Europe is because Europeans know what good coffee is and Starbucks is NOT good coffee" (#33)

@Rick. You need to get out more. Starbucks has been wildly popular in Paris, Rome and Athens for many years.

So, are you saying the Italians, French and Greeks don't know what good coffee is?

Or that the Italians, French and Greeks are not Europeans?
10:54 August 30, 2011 by Lin Lu
The local coffe is boring, not much choices...cant wait for Starbucks open a shop in downtown stockholm..
11:21 August 30, 2011 by jamesblish
I didn't see a single Starbuck's in Paris actually.
11:29 August 30, 2011 by cogito
Uhh, are you sure you were in Paris?

5, rue de l'abroisie,

29 rue du Fbg Saint-Antoine

13 rue des Archeives

18 Boulevard Montmartre

76 Avenue des Champs Elysees

4 rue Aubry

62, rue Sait-Andre des Arts

Place du Caroousel, Musee du Louvre

76 Avenue du General Leclerc

162 Rue du Fbg. Saint Honor108 boulevard Haussmann
14:52 August 30, 2011 by soultraveler3
Rick just doesn't like anything American lol. At least it seems that way, as he never seems to miss a chance to say something negative about it or about how anything European is far superior to anything American. As silly as it makes him look, that's his prerogative. :)
15:36 August 30, 2011 by cogito
Yes, soultraveler. America-hater Rick's head explodes at any positive posts re. anything to do with the USA.

But his hate does not excuse his incoherent babble. Look at his logic.

If Starbucks is successful in Greece, France and Italy, then the Greeks French and Italians are not really Europeans.

Or something.

I can't figure it out.
16:33 August 30, 2011 by Rick Methven
And cogito flies into a strop and throws his toys out of the pram, any time anybody has the temerity to disagree with him that the US of A and the tea party is not the saviour of the world.

Dare do it once and you will be stalked for life by him
21:57 August 30, 2011 by Ludde Svensson
It's funny to see so much bickering because two (yes, only two) Starbucks are going to be opened in the Kingdom of Sweden.
09:06 August 31, 2011 by irridium
I don't personally care for Starbucks coffee, I think it the equivalent of grocery store coffee that was roasted months prior, but Starbucks does employ a lot of people. Besides, I'm sure the barristas in Sweden will be a site better than the ones in the US!
10:30 August 31, 2011 by Streja
I will not go into starbucks in Sweden.

In the UK yes. They have only crap chains in most small towns.

The funniest part was seeing the only coffee brand in a supermarket in the UK. It was called Real Coffee. The rest was nescafé instant and other instant brands.
14:09 August 31, 2011 by jamesblish
Well, if you like coffee so much why not go to a real coffee shop and buy your own beans etc? Why is it that it's a global american CHAIN or coffeeshops (one that also happens to serve their coffee in paper cups five time too big) that has the best coffee? Again, the Starbuck's lovers are all about the brand and the marketing, they wouldn't even notice if you served them a different brew than they ordered. In many ways, you're just like the Ben & Jerry's lovers, who don't really know the difference between this and that ice cream, they just love the brand and what it stands for. And they like being a bit of a snob but still not having to learn anything about the actual product. But it allows them to feel just a little better than the people who get their morning brew from 7-Eleven.
15:09 August 31, 2011 by cogito
@Jamesblish: Did you figure out if you were really in Paris or not?(#39 & 40)


instead of incoherent babble about tea parties or whatever other conspiracies are nipping at your heels, why not simply explain or support your claim that:

"The reason Starbucks has not expanded into Europe is because Europeans know what good coffee is and Starbucks is NOT good coffee" (#33)

In Paris there are at least 20, in Athens 35 at last count, and Starbucks is wildly popular in Rome as well. To me, that sounds they have expanded in Europe.

Did you mean that the French, Greeks and italians don't know good coffee?

Or that Paris, Athens and Rome are not in Europe?
22:40 August 31, 2011 by GLO
So much crap about nothing, important no problem, Sweden.....
05:54 September 1, 2011 by dahaviland
Starbucks stay away! Please let Sweden stay Swedish!
19:36 September 1, 2011 by mkvgtired
@cogito, I also saw many Starbucks in Munich, Berlin, Dublin, Amsterdam, Nurnberg, and several other European cities. I actually tried to find a local coffee chain in Munich, but ended up going to Starbucks because I couldnt find one. I did however find one 1 block after I got my Starbucks coffee. I agree with you, Europe is not as saturated as the US, but I have seen many Starbucks locations almost everywhere I have been in Europe.

Chicago was the 3rd city Starbucks rolled out in. There are over 50 locations in the downtown area alone. That being said there are still independent retailers that are successfully competing with Starbucks. Especially in the residential neighborhood parts of the city. There is one chain that is growing, intelligentsia, that started as one location. They have some of the best coffee I have ever had in any country. They, and many individually owned shops, are thriving along side Starbucks because they offer quality and innovative products.

On that note if anyone on here that loves coffee ever comes to Chicago or LA grab a cup of intelligentsia or even better one of their lattes or espressos. They are AWESOME! Mostly served in Italian style.
16:35 September 2, 2011 by cdauerer
As an American who travels abroad, I am certainly used to the anti-American sentiment. While Starbucks may not be the best, it is usually consistent. As a relatively frequent visitor to Gothenburg, I welcome the opportunity to walk to the train station for my cappucino.
17:04 September 2, 2011 by Captain Judgment
Finally! I got tired of picking Starbuck's French roast from Arlanda or when I have been traveling in Barcelona or Paris. My prediction, the Swedes will soon learn that "small, medium, and large" do not exist in the Starbucks vernacular and will quickly adopt, "large, grande, and venti." Espresso House, by George, and Wayne's Coffee I predict will be closing some locations in the next five years, because few if any Swedish chains will be able to compete with the customer service and food options that round off Starbucks' corporate culture. The only coffeehouses that are safe based upon coffee and experience in Stockholm are Melqvist (at St. Ericsplan and also in Söder) and Non-Solo bar (2 locations in Vasastan). For the coffee illiterates who drink Nespresso and other marketing jokes, I am sure they will be clueless that a real coffee culture via Seattle is arriving. Now if only they could block baby carriages from entering... :P
17:54 September 2, 2011 by whatnowki
No No No!!! Not Starbuck in Sweden!!! It needs to be Peets!! Peets!!! Then our family would not have to bring pounds of Peets in our luggage when we came to visit!!!

Although Drop Coffee and Johan & Nystrom are nice too! (Loved staying by the Mariatorget station)

I read an article about Starbucks written by someone in the coffee bean business that said "Starbucks sells milk, not coffee."

But just a thought- Sweden has the best dairy products, maybe Sweden's milk will cover the taste of Starbucks wimpiness in every cup.

Karen and Mats from San Francisco
02:12 September 3, 2011 by marcelj
I am a fan of starbucks coffee.....they also have free wifi.....all I can say is give it a try and see what you think......the company cares about its employees too....its a great company to work for.....its all a win win situation....who could say anything bad about such a wonderful company?....if your looking for a life time job go work for starbucks.....they really rock!
00:04 September 8, 2011 by Bushyblondehead
I love Ellie coffee, mmm good.
10:07 September 8, 2011 by Roffe
They get stuff done much quicker in Gothenburg than in Stockholm. There are too many money hungry 08:or in Sthlm which slows down the process tremendously. Look what Gothenburg is doing in terms of arranging events and getting stuff done. Stockholm is a joke of a capital.
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