You are on page 1of 5

Coffee culture comes to coffee-growers

In Chile, they prefer tea to coffee and instant rather than freshly brewed .
In Argentina, by contrast, breakfast is with a frothy capuccino, a heart-starting
espresso, or a caffe latte. In Brazil, after-dinner coffee is served free at any self-
respecting restaurant. That Latin America is not one great homogeneous culture
often surprises travellers.
However, even the most subtle differences in the consumer profile of a
Columbian and a Venezuelan will not have been lost on Starbucks, one of the
fastest-growng global brands. After searches for local partners, and a successful
trial run in Mexico City, Starbucks arrived in South America. With no conventional
advertising, the Seattle-based company opened stores in Lima and Santiago within
24 hours of each other.
Neither Peru nor Chile has a mass-market cafe culture, although European
and US-style coffee houses have been springing up in the upmarket districts of both
capitals.Despite this cultural peculiarity , a Starbucks survey found that Chileans
on average drink only 150 cups of coffee a year, compared with 345 in the US and
more than twice that number in many European countries. Of the 800g. of coffee
per capita bought in supermarkets and from speciality shops each year, 90 % of it
is instant. In Argentina, per capita consumption is about 4kg a year, mostly in whole
or ground coffee beans.
Despite being a coffee-grower, Peru has a similar pattern of coffee
consumption. The irony is not lost on Hulio Gutierrez, head of Latin America at
Starbucks Coffee International. "We've been doing business in Latin America for
decades," he says. "We haven't had any stores but we've been buying Latin
American coffee since the beginning. Expansion will depend entirely on how long
it takes to find the right partner in each of those countries. If we don't find anyone,
we may think about going in ourselves". Anyone who knows the Starbucks story
can already visualise potential outlets in the most fashionable neighborhoods of the
region's capital cities. From a single store in Seattle's Pike Place Market in 1971,
Starbucks today owns 3907 stores in North America and licences a further 1378.
They also own 437 and franchise 1180 outlets in the rest of the world. It first
expaned from its home market to Japan in 1996 and is now present in more than 30
countries. Last year alone, the Starbucks' living-room-in-a-coffee-house format was
introduced to Mexico, Germany, Spain, Austria, Puerto Rico, Greece, Oman,
Indonesia and China. Starbucks "corners", or mini-outlets, are found in airline
offices, sports stadiums, airports, hotels and bookshops. Copy-cat coffee-bar chains
have emerged , only to be swallowed by Starbucks or forced to merge with
competitors. Fortune and fame, however, have not come without their critics. Some
analysts say the company was forced to globalise because it had saturated its home
market. Others say the Japanese experience has not been a happy one.
Security concerns forced the company to retreat from Israel, and the anti-
globalisation movement now has Starbucks stores on its hit list.
In aspiring societies such as Chile and Mexico, American companies are generally
well-regarded and any novelty from abroad is guaranteed to arouse curiosity . Both
the Lima and Santiago Starbucks stores have been packed since opening their doors,
and the company has rolled out 15 stores in Mexico City since launching its first -
cleverly located beside the US embassy - a year ago. Roman Perez-Miranda, head
of Latin America for Interbrand, agrees. "Mexico is the closest Latin America gets
to the US, both geographically and culturally. It was an obvious starting point for
Starbucks in the region.
Budaya Kopi Datang ke Kopi Petani

Di Cile, mereka lebih memilih teh daripada kopi dan instan daripada yang
baru diseduh. Di Argentina, sebaliknya, sarapan dengan capuccino berbusa,
espresso yang hangat, atau caffe latte. Di Brasil, setelah makan malam kopi
disajikan gratis di restoran yang menghargai diri sendiri.
Di Amerika Latin bukanlah satu budaya para travellers. Namun, bahkan
perbedaan paling halus dalam profil konsumen seorang Kolumbia dan seorang
Venezuela tidak akan hilang di Starbucks, salah satu merek global yang paling cepat
berkembang. Setelah mencari mitra lokal, dan uji coba yang sukses di Mexico City,
Starbucks tiba di Amerika Selatan. Memasang iklan konvensional, perusahaan yang
berbasis di Seattle membuka toko di Lima dan Santiago dalam waktu 24 jam satu
sama lain. Baik Peru maupun Chili memiliki budaya kafe pasar massal, meskipun
rumah kopi bergaya Eropa dan Amerika Serikat telah bermunculan di khusus kelas
atas di kedua ibu kota tersebut.
Terlepas dari keunikan budaya ini, sebuah survei di Starbucks menemukan
bahwa rata-rata orang Chili rata-rata hanya minum 150 cangkir kopi setahun,
dibandingkan dengan 345 di AS dan lebih dari dua kali jumlah itu di banyak negara
Eropa. Dari 800g kopi per kapita dibeli di supermarket dan dari toko-toko khusus
setiap tahun, 90% isinya instan. Di Argentina, konsumsi per kapita sekitar 4 kg per
tahun, kebanyakan biji kopi utuh atau bubuk.
Meski menjadi kopi petani, Peru memiliki pola konsumsi kopi yang serupa.
Ironisnya tidak hilang di Hulio Gutierrez, kepala Amerika Latin di Starbucks
Coffee International. "Kami telah melakukan bisnis di Amerika Latin selama
beberapa dekade," katanya. "Kami belum punya toko tapi kami sudah membeli kopi
Amerika Latin sejak awal Ekspansi akan bergantung sepenuhnya pada berapa lama
waktu yang dibutuhkan untuk menemukan pasangan yang tepat di masing-masing
negara. Jika tidak menemukan , kami mungkin memikirkan cara lain lagi"
Siapa pun yang tahu cerita Starbucks sudah bisa memvisualisasikan gerai
potensial di lingkungan ibu kota negara yang paling modis. Dari satu toko di
Seattle's Pike Place Market pada tahun 1971, Starbucks hari ini memiliki 3907 toko
di Amerika Utara dan memiliki lisensi lebih dari 1378 . Mereka juga memiliki 437
dan waralaba 1180 outlet di belahan dunia lainnya. Ini pertama kali expaned dari
pasar rumah ke Jepang pada tahun 1996 dan sekarang hadir di lebih dari 30 negara.
Tahun lalu saja, format ruang tamu Starbucks kopi diperkenalkan ke Meksiko,
Jerman, Spanyol, Austria, Puerto Riko, Yunani, Oman, Indonesia dan China.
Starbucks "sudut", atau mini-outlet, ditemukan di kantor maskapai penerbangan,
stadion olahraga, bandara, hotel dan toko buku. Peniru kopi telah muncul, hanya
untuk ditelan Starbucks atau dipaksa untuk bergabung dengan pesaing.
Peruntungan dan ketenaran, bagaimanapun, tidak datang tanpa kritik
mereka. Beberapa analis mengatakan perusahaan tersebut terpaksa mengglobal
karena telah jenuh dengan pasar rumahan. Yang lain mengatakan bahwa
pengalaman Jepang belum pernah membahagiakan. Masalah keamanan memaksa
perusahaan untuk mundur dari Israel, dan gerakan anti-globalisasi sekarang
memiliki toko Starbucks dalam daftar sasarannya.
Dalam masyarakat yang bercita rasa seperti Chile dan Meksiko, perusahaan
Amerika pada umumnya dianggap baik dan hal baru dari luar negeri dijamin dapat
membangkitkan rasa ingin tahu. Kedua toko Starbucks Lima dan Santiago telah
dikemas sejak membuka pintu mereka, dan perusahaan tersebut telah meluncurkan
15 toko di Mexico City sejak diluncurkan dengan cerdik pertama di samping
kedutaan AS - setahun yang lalu.
Roman Perez-Miranda, kepala Amerika Latin untuk Interbrand, setuju.
"Meksiko adalah Amerika Latin terdekat yang paling dekat dengan Amerika
Serikat, baik secara geografis maupun budaya. Ini adalah titik awal yang jelas bagi
Starbucks di wilayah ini.

5 vocab from this article :
1. Consumption
2. Launching
3. Peculiarity
4. Buying
5. Competitor
Sentences from the vocab :
1. Tom’s consumption of coffee doubled after he became captivated by the
stunning beauty of the barista at the coffee shop.
2. I was here to see the launching of this particular type of instrument.
3. It is an architectural peculiarity of Paddington station .
4. Joe is buying a new book.
5. I think she is the best competitor.