Company News • 22.10.2015
Shop-in-Shop for coffee at the supermarket
REWE and Starbucks announce partnership
REWE will not only sell the Starbucks coffee "to got" - there will be regular Starbucks cafes in the supermarkets.
Source: Starbucks
Gastronomy in retail currently is a big issue. Dining options invite customers to linger and create a cozy atmosphere in which mere shopping no longer is in the foreground. REWE and Starbucks also have recognized this and plan the integration of Starbucks offers in some REWE stores.
The offers made by Starbucks are popular especially in big cities. Whether enjoying the coffee sitting down in a cafe or "to go" on the way to work - the coffee in between is still en vogue in German cities. Therefore REWE and Starbucks plan to launch the gastronomic offer of the coffee chain in REWE supermarkets in major city locations over the next year.
Enjoyment in the supermarket
No place "just" for shopping: REWE will include the Starbucks offer in markets in major cities.
Source: REWE
Commenting on the new cooperation Kris Engskov, president of Starbucks Coffee Company EMEA, said: "Germany is a country with a great coffee culture. Therefore, the country is among those with the highest coffee consumption. Thanks to the new partnership with REWE we can attract new customers. "And Lionel Souque, board member of the REWE Group, added: " REWE offers customers quality Starbucks products in Starbucks Stores which are opened directly in supermarkets for the first time in Germany. With this innovative concept REWE strengthens its convenience expertise and buying at REWE is becoming even more attractive. "
Gastro concepts in retail are a trend
Many retailers have realized now that the customers happily accept complementary gastronomic offers in the shop. Those offers increase the dwell time of customers and offer an attractive opportunity for retailers to differentiate themselves from the competition. And with Starbucks REWE seems to have found the right partner for providing the customers with something the competitors cannot offer.
Author: Daniel Stöter, iXtenso.com
