A drive-thru coffee latte? Starbucks' new bet to expand its French customer base

When it comes to customer satisfaction, every minute counts. Starbucks understands this well. The American coffee giant, which has 242 points of sale in France, is counting on the opening of “drives” to expand its French customer base. As is already the case for hamburgers and other fast-food dishes, latte lovers will be able to enjoy their coffee on the go, without leaving their vehicle. The objective is to invest in commercial areas located on the outskirts of large cities, areas which concentrate many commercial and tertiary activities. If two Starbucks “drives” have appeared in recent years in France - in Toulouse and around Rouen - the brand has until now favored installations in city centers, airports and train stations.

Asked by Le Figaro, the French management of Starbucks expressed its desire to open new “drives” this year. “More than a strategy, it’s about analyzing the opportunities that arise on a case-by-case basis,” says the brand. However, this breakthrough in the world of “drive” seems to be in line with the “Reinvention” plan, presented last year by the company’s World management. 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 offering with pastries and sandwiches. The French subsidiary thus finds itself challenged to reproduce the success encountered by the American “Drive” Starbucks.

In France as in the United States, the coffee giant will have to compete with the behemoth McDonald's, which still reigns supreme on the French outskirts. The number 1 fast food restaurant in the world has also invested in the coffee market, launching its “McCafé” formula in 2007 in France. France today has 357 spaces of this type, designed as an “affordable” alternative to the iconic Starbucks. Furthermore, McDonald’s is also seeking to renew its “drive” offering 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 is banking on its brand image to attract fans of coffee and other hot drinks. Despite rising prices, the American chain is still on the rise, as evidenced by its latest results, which are higher than investors' expectations. Starbucks achieved $9.4 billion in revenue in the fourth quarter of 2024, an increase of 11% year-on-year. The chain benefited from the popularity of its new openings, particularly in France, and from the surprise enthusiasm of the Asian market for “made in Seattle” coffee. It now remains to be seen whether the “Drive” formula will manage to carve out a place of choice in the land of cafes and terraces...