Group 3
While coffee is a staple beverage in nearly all cultures around the world, there are many nuances
that separate coffee practices from country to country.
Australia: Australia has a rich coffee culture deeply ingrained in its society, influenced by Italian
and Greek immigrants. Australians prefer specialty coffee drinks like flat whites or Australian
macchiatos over sugary concoctions which are often seen in the U.S.(CNBC, 2018). Local cafes
serve as community meeting places, and Australians prioritize quality and authenticity over
convenience. Starbucks struggled to penetrate this market due to its rapid expansion, generic
menu, and failure to adapt to local preferences (CNBC, 2018). However, Gloria Jean's, another
American coffee chain, succeeded by offering a diverse menu and catering to local tastes
(CNBC, 2018).
United States: In the U.S., coffee culture varies by region. While Starbucks dominates with its
standardized menu and convenient locations, there's also a thriving specialty coffee scene with
independent cafes focusing on quality and unique offerings. The increasing popularity of coffee
has led to an emphasis on coffee origins, brewing methods, and artisanal preparation techniques.
Ethiopia: In Ethiopia, where historians believe coffee to be discovered, coffee is a deeply cultural
experience, celebrated through elaborate ceremonies and traditional brewing methods like the
Jebena. The focus is on the quality of the coffee itself rather than elaborate additions or large
sizes. Coffee ceremonies are a ritualistic and communal affair, often held in homes. It's a time for
sharing stories, and memories, and bonding over freshly brewed coffee.
China: China's coffee culture is rapidly evolving, with a growing number of coffee shops
catering to urban consumers, particularly in major cities like Shanghai. While tea remains the
traditional beverage of choice, younger generations are embracing coffee as a trendy and social
drink. Starbucks has seen significant success in China by capitalizing on its global brand
recognition and adapting its offerings to local preferences.
Global Variations: Beyond these specific examples, coffee culture varies widely around the
world based on factors such as historical influences, economic development, cultural traditions,
and local tastes. Countries like Ethiopia and Colombia have strong coffee cultures rooted in their
status as major coffee-producing regions, while others, like Japan, have developed unique rituals
around coffee consumption, such as intricate brewing methods and cafe aesthetics.
In essence, coffee culture reflects the diverse preferences and traditions of different societies,
ranging from quick caffeine fixes to leisurely social rituals, and from standardized chains to
artisanal craft. Understanding and adapting to these nuances is crucial for coffee companies
seeking success in international markets.
- Dominique, Philip, Aida and Talia
References:
CNBC. (2018, July 26). Why Starbucks failed in Australia [Video]. YouTube.
https://www.youtube.com/watch?v=_FGUkxn5kZQ