Despite operating in over 80 countries, global coffee giant Starbucks has yet to set foot in Croatia, where the local coffee culture runs counter to its business model.
While Starbucks thrives on quick service and a high turnover of customers, Croatia’s coffee rituals are centered around long, leisurely social breaks, often taking hours to enjoy.
The average Croatian spends over 180 hours a year sipping coffee, and with over 4,500 cafés in Zagreb alone, the market is already saturated with loyal patrons.
Furthermore, Starbucks’ pricing strategy and quick-service format clash with the cultural expectation of sitting down and savoring the drink.
As such, despite speculation and rumors dating back to 2010, official statements from the company have made it clear: Croatia remains an uncharted territory for the brand.
With local cafés offering quality brews at competitive prices, it’s unlikely Starbucks will make a move any time soon.
