Starbucks will launch short-brew coffee in Brazil as the American brand pays homage to the habits of Brazilian consumers.
The filtrate will also be served in 200ml glasses, rather than the cups traditionally served in American chain stores.
The drink is part of a menu called Cafézinho, which also comes with a milk version, and the name seeks to connect with the Brazilian public. They are medium (half coffee, half milk) and pingado (filter coffee with milk).
The new products will go on sale at all stores starting this Thursday (13th). The brand has no intention of abandoning the larger format, so those who prefer American-style drinks can still drink it.
The company’s move is similar to what another American giant, McDonald’s, is already implementing in Brazil. The fast food chain offers 200 ml cups from R$2.00 to compete with bakeries and other popular establishments.
Brazil’s foreign coffee shop market is set to become even more competitive with the entry of Colombian company Juan Valdez. The brand had been planning to enter the Brazilian market for about two years, but after several setbacks, they finally decided to open their first cafe. The store will open in Ribeirão Preto, in the interior of São Paulo.
With this, Starbucks is looking to strengthen its brand after going through a period of crisis when Southrock, which operated the chain in Brazil, entered judicial recovery at the end of 2023.
At that time, several stores were closed and the company fell into a state of lethargy, with no new product launches or promotional activities.
Shortly thereafter, the operation was taken over by Zamp, who is also responsible for Burger King in Brazil. After a period of organization, the company resumed investing in Starbucks.
Since then, various seasonal and themed products have been frequently released, as well as collaborations with other brands and promotional events such as coffee parties, which have become known as daytime parties at coffee shops.
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