Starbucks continues to use the franchise model for European expansion
Starbucks has avoided franchising for a long time even as the franchise strategy gained popularity among other international chains stating that it wanted to be in control of its brand.
However in Europe, where it has opened the majority of its stores in high-rent shopping areas, Starbucks sees franchising as a way to make quick inroads in more remote areas where locals have more familiarity with the market.
The company opened its first franchise-owned store, in the village of Liphook, and now it has 45 franchise stores in the UK. It plans to open its first such outlet in France and roll it elsewhere across Europe.