Starbucks is the world's leading coffee shop chain, and even has its own fans. A variety of beverage menus as well as food options such as cakes are a favorite of the people in the world.
In Malaysia, Starbucks has been established since 1998 and today, has about 300 branches in 58 cities.
This Starbucks handle is so great that in China, the Starbucks branch is open every 15 hours there.
In fact, when the writer traveled to a country in East Asia a few years ago, Starbucks became the choice of all groups, especially when winter came.
However, Starbucks failed to penetrate the Australian market even though the people of the country were very fond of coffee.
Starbucks was first established in Australia in 2000 and expanded to nearly 90 locations in 2008.
From 2000 to 2007, Starbucks suffered a loss of US $ 105 million. In 2007, Starbucks Australia had to take out a loan of US $ 54 million to cover its operating costs.
But in 2008, Starbucks had to close more than 70% of its branches and only have about 23 branches. In the same year, Starbucks officially closed its operations in Australia.
Starbucks' mistake is that they move too fast and do not give Australians the opportunity to really recognize and develop their interest in the Starbucks brand.
Australians feel nothing special about Starbucks as it is easily available everywhere.
In addition, Australians are more likely to drink espresso coffee and do not like coffee that is high in sugar.
Since the middle of the 20th century, Australians have known coffee after Italians and Greeks migrated to the country.
They introduced espresso to Australians. In the 1980s, the culture of drinking coffee was synonymous with Australians until the emergence of coffee menus such as ‘flat white’ and ‘australian macchiato’.
In addition, Australians are more interested in coffee drinks sold at another leading chain of coffee shops, Gloria Jean’s Coffees.
Gloria Jean’s Coffees first entered Australia in 1996 and managed to attract Australians by offering a wide selection of premium espresso and coffee.
Gloria Jean’s Coffees has over 1,000 branches in 39 countries, including over 460 branches in Australia.
However, Starbucks declined to concede defeat and made a comeback in Australia in 2014.
Starbucks currently has 39 branches around Brisbane, Melbourne, Sydney and the Gold Coast but the company's target is more focused on tourists in Australia.
