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Starbucks generated around *** million euros in revenue in 2023. Figures generally increased annually before 2020, taking a massive dip afterwards during the coronavirus (COVID-19) pandemic years. Revenue has started to recover in 2022, but has not yet reached pre-pandemic levels.

Starbucks in Germany

While Starbucks may not be as ubiquitous in Germany as it is in the U.S., for example, it’s a coffee shop chain that can be found in most large German cities, as well as major transport hubs like central train stations and airports. While fans of the chain and coffee lovers will undoubtedly be able to name their favorite drink at the drop of a hat, another major draw for consumers is the fact that the shops thus far offer free Wifi, making it a popular working space for freelancers, entrepreneurs, writers, students, nomads and travelers in general. As of 2023, there were ***ÌýStarbucks outlets in Germany.

Coffee Drinkers

German coffee drinkers typically favor simple filter coffee, as it has remained the most popular brewing method in the country for the past years. Those who seek a more refined coffee experience often turn to fully automated machines or capsule systems, which offer various flavors to enhance their hot beverages. In contrast, only a small number opt for traditional moka pots or instant coffee. Additionally, German consumers are placing increasing value on the origin of their coffee, particularly when it comes to fair cultivation and trade. Since the early 2010s, the consumption of fair trade coffee in Germany has more than **. However, it has been declining again since 2022. This is probably because it is more expensive than regular coffee and consumer prices in general are rising, so consumers are once again opting for the cheapest option.