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
