Starbucks is launching short brew coffee in Brazil, a nod from the American brand to Brazilian consumer habits.
The filter will also now come out in a 200ml cup, instead of the cups traditionally offered by the American chain.
The drink arrives on the menu called “cafezinho”, and will also come in versions with milk, with names that also seek to connect with the Brazilian public: medium (half coffee, half milk) and pingado (filter coffee with a little milk).
The new product will be available in all stores starting Thursday (13). Those who enjoy the American-style drink will still be able to drink it, as the brand has no intention of giving up on larger formats.
The company’s move is similar to one already practiced by another giant American company in Brazil, McDonald’s. The fast food chain is offering 200ml cups starting at R$2.00, in a bid to compete with bakeries and other popular establishments.
The foreign café market in Brazil is expected to become more competitive with the arrival of Colombian company Juan Valdez. The brand had already been planning to expand into the Brazilian market for about two years, but now, after some setbacks, it will finally open its first café. The opening store will be in Ribeirão Preto, within the city of São Paulo.
Starbucks is thus trying to strengthen its brand, which went through a period of crisis when SouthRock, which operates the chain’s stores in Brazil, entered the judicial recovery phase at the end of 2023.
At that time, many stores closed their doors, and the company experienced a state of inactivity, with no launches or promotional activities.
Shortly thereafter, the operation was transferred to Zamp, which is also responsible for Burger King in Brazil. After a period of reorganization, the company resumed its investment in Starbucks.
Since then, there have been frequent launches of various seasonal and thematic products, as well as collaborations with other brands and promotional events, such as Coffee Parties, where daytime parties in cafés have become known.
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