The assumption is based on a cooperation agreement signed recently between the American coffee shop and American Restaurants (AmRest), the operator of internationally known restaurant chains such as Pizza Hut or KFC. The deal will reportedly enable Starbucks to open and operate 20 new coffee shops in Budapest, Prague and Poland by 2008. AmRest did not wish to comment on the reports of the large-scale Starbucks expansion in the region.
The American coffee chain has made repeated attempts over the past years to enter Hungary, but none of them proved to be successful. Analysts say the Americans were discouraged by the fact that Hungarian customers would not be willing to pay an average €2 for a cup of coffee, regardless of its quality. This tendency is reported to have changed in recent years, as more and more premium brand distributors report increases in their business. (Gazdasági Rádió)
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