Starbucks In Africa!🧋

Once upon a time, Africans far and wide dreamed of the day when the almighty Starbucks would grace their lands. Picture the scene: locals sashaying into a swanky Starbucks, eyes aglow with the dream of accidentally-on-purpose bumping into their wealthy soulmate or, for the pragmatically romantic, a well-to-do gold digger. It's a scene straight out of our beloved TV shows and movies, where every coffee shop encounter leads to a rom-com worthy twist of fate.

The fairy tale began in April 2016 when Starbucks opened its doors in South Africa amidst a cacophony of excitement. Those were the days when caffeine enthusiasts would queue for what felt like an eternity just to wrap their hands around that iconic cup, adorned with their name misspelled in marker. The launch, a glamorous affair, was the fruit of a star-crossed partnership between Starbucks and South Africa's Taste Holdings. But, as with all tales, there was a twist. By November 2019, the dream seemed to dim. Taste Holdings, in a move that had everyone's eyebrows reaching for the heavens, sold off all 13 Starbucks outlets for a sum that sounded more like the price tag of the flagship store's espresso machine rather than the entire kingdom - a mere 7 million rand (about $464,000) to a mysterious consortium.

Meanwhile, Domino's Pizza, another venture under Taste's belt, was experiencing its own set of soap opera-worthy dramas. The plot thickened.

The crux of Starbucks' saga in South Africa wasn't just about finding love in a hopeless place (the queue) but the cold, hard cash. Despite its global cachet, the Starbucks pricing strategy had locals clutching their pearls and their wallets tighter. With homegrown Mug & Bean offering an endless river of coffee at nearly half the price, the Starbucks allure began to wane. Even though a Starbucks latte cost less in South Africa than it might in, say, New York City, the price tag still seemed a bit steep when converted into the local currency of love and longing - the rand. The covid pandemic was not too kind to help.

Cue the dramatic pause: expansion plans were sheloped, and the franchise found itself in the arms of a new suitor, dreaming of conquests in bustling cities and student-packed towns. The new owners, armed with optimism and probably a lot of caffeine, believe that all South Africans need is a little education on the "value" Starbucks brings to the table. Whether this strategy will turn the tide and transform Starbucks into the beloved backdrop of South African love stories, or remain the aspirational haunt of the few, remains a cliffhanger worthy of a season finale.

So, what's next? Will Starbucks cast its caffeinated spell over another African market? Perhaps Kenya, with its vibrant tech scene, Rwanda with its burgeoning business-friendly environment, or Nigeria, Africa's bustling giant? The future is as uncertain as the last sip of a mocha frappuccino. But this much is clear: it takes a bold soul to play the Starbucks game on the African board.

And to those daring entrepreneurs, we say: we'll be watching. With all the intensity of a season finale cliffhanger, we await the unfolding drama. Will Starbucks become the beloved coffee haven in a new African home, or will it face the same bitter brew of challenges? Grab your popcorn (or perhaps a latte) because this saga promises more twists and turns than your favorite soap opera, spiked with a double shot of suspense.