This year, Starbucks will open stores in the states of Goiás, Ceará and Pernambuco, marking its presence in 11 states across Brazil.
Sao Paulo – Starbucks Brazil, through its local licensed operator, SouthRock, today announced an expansion to three new Brazilian regions in 2023. The stores will be constructed in Fortaleza (Ceará), Goiânia and Alexânia (Goiás), and Recife (Pernambuco). With its arrival in these locations, Starbucks Brazil is expected to create more than 140 direct jobs and the brand will mark its presence in 11 states across Brazil, including Bahia (Salvador), announced in late 2022 with a store opening planned for the first quarter of 2023.
"We are very excited to bring the Starbucks Experience to even more Brazilian customers and are confident that our stores will become meeting points for community members to connect with family and friends over coffee," said Claudia Malaguerra, Starbucks Brazil managing director. "These openings are undoubtedly a milestone for Starbucks in Brazil, continuing our commitment to expand our presence in the market, creating jobs for local communities and reaffirming our mission to inspire and nurture the human spirit, one person, one cup, and one neighborhood at a time while positively impacting the communities we serve," she added.
In Goiás, Starbucks first store opened on February 10, in the city of Alexânia, at Outlet Premium Brasília and, soon, another new store will open at Flamboyant mall (first floor) in the capital Goiânia. In Fortaleza the store will be constructed on the ground floor of the Iguatemi Bosque Fortaleza mall. In Recife, the brand is in local negotiations for the first store and will announce it soon. To further Starbucks mission and impact in the region, Starbucks Brazil is actively evaluating other potential locations for additional stores in the three cities.
The new stores will feature cozy, comfortable environments for customers to enjoy high-quality arabica coffees from Brazil and around the world, along with seasonal and year-round beverages and menu items prepared by passionate baristas and according to their preferences. Menu options range from Starbucks® Brazil Blend – an exclusive coffee made with 100% Brazilian beans from the regions of Minas Gerais, São Paulo, and Bahia – to products specifically created for Brazilian customers, such as Starbucks Brigadeiro Frappuccino® Blended Beverage and an exclusive recipe for the traditional pão de queijo, one of the region’s most popular bakery items.
Customers of the new stores will also have access to the Starbucks Rewards™ loyalty program, which offers exclusive benefits to its members. As one of the program perks, for every R$ 3.50 spent on Starbucks menu items and merchandise, Starbucks Rewards members will receive a star to collect and exchange for store items. All store orders, including beverage customizations, can be made using the Starbucks Brazil app.
POSITIVELY IMPACTING COMMUNITIES
With the arrival of Starbucks in the states of Goiás, Pernambuco and Ceará, over 140 jobs will be created, many without the requirement of previous work experience. Additionally, Starbucks Brazil will open Starbucks Training Centers in all three new markets, where it will conduct training programs that cover barista certifications, service practices, operational routines, and education about the coffee industry, along with courses on menu quality and food safety.
To support Starbucks partners, the brand will also bring the “I Am" project to the new states, which offers legal and emotional well-being support for transgender partners to amend their names and genders on their birth certificates. Since its launch in 2020, the project has transformed the lives of more than 70 people in Brazil, supporting partners in stores, corporate offices and other businesses operated by SouthRock in Brazil, as well as members of partner NGOs. The 2023 edition of the project marked a record number of partners registered from Brazilian States where Starbucks is currently present.
Starbucks Brazil also brings with it initiatives to give back to local communities, such as Caramel Day (a day in December when the net profit from the sale of Caramel drinks is donated to the Gol de Letra Foundation), Pride Month (throughout the month of June, Starbucks joins with partner NGOs to recognize the LGBTQIAP+ community through such initiatives as donating the net profit from sales of the Pride Frappuccino® Blended Beverage to applicable organizations) and Global Good Month (a global initiative held each April to encourage community service). In addition, Starbucks plans to connect with like-minded NGOs in the new states to further local engagement and community outreach work. Over the 16 years that the brand has been present in the market, Starbucks Brazil has worked with over 100 NGOs and institutions across several states, leaving a significant impact on the lives of partners and customers throughout the region.
STARBUCKS IN BRAZIL
Starbucks first store in Brazil opened in 2006 in the Morumbi mall, located in São Paulo, followed by the opening of another store in Rio de Janeiro in 2008. In 2018, the brand entered into a licensing agreement with SouthRock to operate Starbucks stores in Brazil, making SouthRock the local licensed operator of the brand marketwide.
In 2019, after 11 years working exclusively in São Paulo and Rio de Janeiro, Starbucks expanded its presence in the country by opening its first stores in the South Region, located in Santa Catarina. In December 2020, the expansion continued and Starbucks began operations in Brasilia. In 2021, the brand entered three more markets, opening stores in Rio Grande do Sul, Minas Gerais and Paraná.
Starbucks is now present in seven Brazilian states (São Paulo, Rio de Janeiro, Paraná, Santa Catarina, Rio Grande do Sul, Brasília-DF, and Minas Gerais), and has announced its arrival in the Northeast, starting in Bahia with the opening of its first store scheduled for March 2023.