Starbucks Coffee Launches in Morocco
Casablanca, Morocco; January 25, 2012 –Starbucks Coffee Company (NASDAQ: SBUX) in partnership with Alshaya Morocco S.A.S, a subsidiary of M.H.Alshaya Co., the Middle East's leading retailer, opened their first two stores in Morocco on December 5, at the Morocco Mall. A third store is planned to open in March on the Boulevard d'Anfa.
"Starbucks is excited to expand to Morocco by bringing its high-quality coffees and unique Starbucks Experience to customers in Casablanca," said Jim Godfrey, vice president Public Affairs, Europe, Middle East and Africa. "We are thankful and humbled by the warm welcome we have received in Morocco Mall, and we look forward to opening our third store in the centre of Casablanca in March with our long term partner, Alshaya."
Starbucks and Alshaya entered into a strategic partnership in 1999 and have since opened more than 500 stores throughout the Middle East and North Africa (including Bahrain, Egypt, Jordan, KSA, Kuwait, Lebanon, Oman, Qatar and the UAE,) Russia and Turkey employing nearly 5,000 partners.
The Moroccan stores boast a comprehensive product offering, including 100% Fairtrade Certified espresso-based drinks, and freshly brewed coffees, teas and specialty beverages. The range of food items offers a wide variety of breakfast, lunch and snack items like muffins and other pastries, sandwiches and desserts.
"Starbucks is proud to bring its sustainable design style to all three locations in Casablanca. "We believe a coffeehouse should be a place to find connection. We believe it should fit seamlessly within its neighbourhood. And we believe its environmental impact should be as minimal as possible," added Godfrey.
The overall concept for all three shops is mercantile with American coffee shop roots mixed in with locally relevant collections found in markets in Marrakech and Casablanca. The stores were designed to provide the Starbucks "third place" experience – a social yet personal environment between one's home and work where people can connect with others and re-connect with themselves.