Dec
10
Why does Starbucks exist in Spain?
A friend of mine is visiting from the U.S. and it’s his first time in Madrid. After having lunch in a traditional tapas restaurant, we went for a walk and then had coffee at a traditional Madrid café. While we were sitting there talking and drinking our coffee, my friend asked me why was Starbucks in Spain when the coffee in Spain is generally excellent. In fact, not only are there Starbucks in Spain, but they are frequently packed with customers. And to those of you dear readers who think those customers are only American tourists, they’re not. Many of them are Spanish and other Europeans.
So, here’s my totally unscientific theory about why Starbucks not only exists but appears to be wildly successful in Spain.
Cleanliness. No cigarette butts and no dirty, used napkins on the floor. There’s also usually toilet paper in the bathrooms. Also, no smoking allowed.
Service without a scowl. When you place your order, the employee asks for your name and doesn’t act like he’s doing you a favor by filling your order. I love Spain but customer service is dreadful here. I was reminded of this the other day reading this account by Gabriella Opaz over at Catavino.net. With “atención al cliente” at such generally abysmal levels in Spain, it doesn’t take much for a chain like Starbucks to get a sobresaliente.
Convenience. Starbucks are located in high-traffic locations, outside museums, near metro stops, etc. They are also open earlier and close later than the typical Madrid coffee shop. Also, they accept credit cards and give you change willingly when you pay with a 20 euro note.
Muffins. It’s the only place I’ve found in Madrid that sells fresh blueberry muffins. Starbucks doesn’t have to compete on the taste of its coffee when it is the only place in a city of 3 million that sells blueberry muffins. Yum, yum!!
*In the interest of full disclosure, I personally don’t love Starbucks, so this isn’t an homage to the chain. Just stating the facts as I see them. 
*
I couldn’t agree with you more! Although I wouldn’t go near Starbucks with a ten foot poll in the states, here in Spain, I find it to be an oasis from the storm for all the reasons you mentioned above and a few others.
Comfort: Where else can you find big comfortable chairs where you can sit and study, read, or stare at the skyline without smelling smoke or feeling as if you have to chat with a local. There are many times, I just want to enjoy my coffee and collect my thoughts alone.
Bathrooms! This is a rare commodity, and to find one that is clean is like heaven.
But like every positive, there is a negative: price. Go into any local coffee shop anywhere in spain and you will most likely pay around 1.10 for a damn fine coffee. Walk into starbucks, and for the same coffee, I’m paying half my salary.
Hi Gabriella,
Yes, I agree 100 percent with your post. By the way, good for you for writing on your blog about that awful encounter you had with that dreadfully rude woman at the winery. At times I think the only way things are going to get better on the customer service front in Spain is if companies are publicly shamed. Thanks for dropping by here at Voices.
[...] moves in the U.S. were going to have on Starbucks overseas, particularly in Spain. A few months ago I wondered out loud about why Starbucks even exists in Spain. Based on the comments over at 20Minutos, many Spaniards [...]