Thursday, 07 August 2008 17:04
Starbucks Coffee has shut down most of its Australian stores and made their staff redundant, a move that was widely expected after a spate of closures in the US. The move came after the company’s sales figures confirmed market research predictions that Australian consumers were unwilling to pay $5 for a cup of hot milk.
The chain has decided to close two-thirds of its eighty outlets in Australia. It will remain only in what it views as its strongest markets with the biggest potential, Sydney, Melbourne and Brisbane. This claim was hotly disputed by Sydney, Melbourne and Brisbane.
“We are really surprised that more Australians didn’t like our coffee,” the CEO of the local operation admitted. “It’s ultimately a question of taste, I guess. And the great thing I’ve discovered about Starbucks is that if you add enough whipped cream, caramel topping and chocolate sprinkles, you can’t taste the coffee anymore.”
The closures have been viewed as a huge win for Starbucks’ rivals Gloria Jeans and Hudsons. “Today, Australian consumers have spoken out against American-owned coffee houses with insipid beverages and bland, cookie-cutter décor,” a spokesperson for Gloria Jeans said. “Instead, we plan to offer them Australian-owned coffee houses with insipid beverages and bland, cookie-cutter décor.”
A number of cafés have indicated their willingness to take on experienced Starbucks staff as long as they are willing to learn how to make coffee.
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