German supermarket chain Rewe will open Starbucks coffee corners in its supermarkets next year, which signals the very first time the American giant enters German supermarkets.
Collaboration to create convenience
Those coffee corners will contain Starbucks' product range, with all types of coffee brands, different drinks and products that can be consumed right there or that can be taken home. "Rewe will offer the German customer high-quality Starbucks products for the first time, right there in the supermarket. This innovative formula will strengthen the idea of convenience in the store and will make the shopping experience at Rewe even more enticing", Rewe board member Lionel Souque said.
"Germany has a long tradition in coffee and is one of the countries with the highest coffee consumption per citizen. Thanks to its collaboration with Rewe, Starbucks will be able to attract new customers, offer excellent quality and make sure people can enjoy coffee while they shop", according to Starbucks EMEA president, Kris Engskov.
With more than 3,000 supermarkets and over 90,000 employees, Rewe managed a 16.9 billion euro turnover last year. The full-service formula, with franchisees in the mix, is one of the leading supermarket formulas in Germany. Alongside Penny, the company belongs to the Rewe Group, one of Germany's leading 4 supermarket giants (Edeka, Aldi, Schwarz group which owns Lidl and Rewe Group itself).
On the other hand, Starbucks Germany has 160 stores in more than 40 cities and busy intersections like airports and stations. The chain launched in Germany in 2002 and only has stores of its own.