Should Starbucks adapt its coffee and services to meet Columbian needs

3. Should Starbucks adapt its coffee and services to meet Columbian needs?

Yes, we will have to adapt because the consumption of coffee in Columbia is a bit complex and not the same as in the us.

First of all, although Columbia is one of the largest coffee producers in the world, Columbians are not the biggest coffee consumers. In fact, per year, they consumed approximatively 2 kilos of coffee per capita, whereas in the US the consumption goes up to 4.4 kilos of coffee per capita. In comparison, the Fins who lead the world in coffee consumption consume 12 kilos of coffee per capita. This is a substantial gap, especially considering that you can’t grow coffee in Finland.

Price of the product

The first issue we will have to deal with is the price. Income in Columbia are much lower than in the US, in 2019 the average salary in Bogota, Colombia is COP 1,000,000, which is approximately USD 310. This means that not all Columbians can afford a cup of coffee at an American price.

Starbucks coffee cup price example (in the US).

 So we will have to decrease the price.

Make Colombians consume their own coffee.

With the globalization, Colombians are surfing the global trend of drinking better coffee inside and outside of the home.

But at the same time the country export 80% of it’s locally produce coffee, while Colombians tends to drink coffee imported from the neighboring country which has a lesser quality.

 So, we will need to find local producers with exclusive and gourmet coffee beans, and to propose them to Colombians as a way to rediscover a part of their culture. And by that, we will be able to encourage local producers and fair trade.

Add local drinks to the menu

Even if the coffee consumption is increasing, Colombia’s favorite coffee drink is tinto, a sweetened drink with panela, a solidified form of sugar cane juice, mixed with cloves and cinnamon.

 So like we did in the others country we for example in the US with the different kind of Ice Tea or the Cool Lime or Very Berry Starbucks Refreshers, we will add to the menu a couple of locally appreciate drinks for instance in Colombia : the tinto or even the aguapanela.