When it comes to customer satisfaction, every minute counts. Starbucks understands this. The American coffee giant, which has 242 points of sale in France, is counting on the opening of "drives" to expand its French clientele. As is already the case with hamburgers and other fast food dishes, lovers of "lattes" will be able to enjoy their coffee on the go, without leaving their vehicle. The aim is to invest in commercial areas located on the outskirts of large cities, areas that concentrate many commercial and tertiary activities. If two Starbucks "drives" have appeared in recent years in France - in Toulouse and around Rouen - the brand had until now favored installations in the city center, in airports and in train stations.
Contacted by Le Figaro, Starbucks' French management announced its desire to open new drive-throughs this year. "More than a strategy, it's a matter of analysing the opportunities that arise on a case-by-case basis," says the brand. However, this breakthrough in the world of "drive-through" seems to be in line with the "Reinvention" plan, presented last year by the company's Global Department. On the occasion of the publication of its quarterly results, the chain explained that it was targeting new equipment in order to shorten the time it takes to prepare drinks, while diversifying its offer with pastries and sandwiches. The French subsidiary thus finds itself facing the challenge of replicating the success of the American Starbucks "Drive-throughs".
Competition from McDonald's
In France as in the United States, the coffee giant will have to compete with the McDonald's behemoth, which still reigns supreme on the French peripheries. The world's number 1 fast food company has also invested in the coffee market, launching its "McCafé" formula in 2007 in France. France now has 357 such spaces, designed as an "affordable" alternative to the iconic Starbucks. In addition, McDonald's is also looking to renew its "drive-through" offer by developing new, fully automated points of sale. Already popular in the United States, these ultra-fast "drives" could appear in France in the coming years.
Less accessible than McDonald's, Starbucks relies on its brand image to seduce lovers of coffee and other hot drinks. Despite rising prices, the American chain is still on the rise, as evidenced by its latest results, which exceeded investors' expectations. Starbucks reported $9.4 billion in revenue in the fourth quarter of 2024, up 11% year-on-year. The chain benefited from the popularity of its new openings, particularly in France, and the surprise enthusiasm of the Asian market for coffee "made in Seattle". It now remains to be seen whether the "Drive" formula will succeed in carving out a place for itself in the land of cafés and terraces...