PRESS RELEASE FOR IMMEDIATE RELEASE
Mario Orinx Cedric Pauwels
Autogrill Belgium Peak Communications
General Manager Consultant
+32 3 206 93 13 +32 2 454 55 55
STARBUCKS CELEBRATES THE OPENING OF
ITS FIRST STORE IN CENTRAL BRUSSELS
Legendary coffee house steps into the capital of Europe and continues to diversify its distribution channel for continued expansion and profitable growth
BRUSSELS: 21 June 2011 – Tomorrow at 7:45 am, Starbucks Coffee Company (NASDAQ: SBUX) will open the doors of the first location in Brussels, a cosmopolitan city with an intense liveliness that serves as a crossroads for all of Europe. Autogrill Belgium will manage the day to day operations of this store that will be located in Brussels Central Station.
“We are thrilled that after the warm welcome we received at the airport and in Antwerp, we will now be able to offer our customers high-quality Starbucks coffee in the capital of Europe,” says Mario Orinx, General Manager of Autogrill Belgium. “This was a logical next step and the location perfectly matches with our core business, services for people on the move. We will not only serve commuters, but also a lot of local customers as the store is located right next to Brussels Grand Place and is close to all main tourist sites, including Manneken Pis and the Royal Palace. We are convinced that both locals and travelers will rapidly find their way to this new store.”
The Starbucks store in Brussels Central Station will be located in the main ticketing hall, close to the train platforms. This new location will offer travelers, local customers and commuters the legendary Starbucks Experience, high-quality Fairtrade Certified coffee, innovative products and an inviting and relaxed atmosphere. Furthermore, this store is in line with the company’s commitment to local relevance through flawless integration into the historic building of the Belgian railways from a design standpoint.
The store boasts a comprehensive product offering, including 100% Fairtrade Certified espresso-based drinks, and freshly-brewed coffees, teas and specialty beverages. The range of food items offers a wide variety of breakfast, lunch and snack items like muffins and other pastries, sandwiches and desserts and includes the the newest products such as the Starbucks Petites.
“After the great success of the stores in Brussels Airport and Antwerp, it was only a matter of time before we opened new stores in Belgium,” says Rich Nelsen, president of Starbucks Europe, Middle East and Africa. “We are convinced that we will bring added value to the strong coffee culture in Brussels and we are certain that coffee fans throughout the capital will enjoy the Starbucks Experience. We aim to offer our customers a ‘third place,’ a place between work and home to relax, meet friends and just be themselves over a great cup of coffee.”
The opening of Starbucks in Brussels is further proof of Autogrill’s commitment to adding quality brands to its broad food and catering portfolio and confirms the long lasting partnership between the two companies. Autogrill Belgium and Starbucks announced a strategic license partnership to open Starbucks stores in Belgium in August 2008. The store in Brussels Central Station is the fifth store in Belgium, after three stores at Brussels Airport and one store in Antwerp. Both Autogrill Belgium and Starbucks are committed to the growing demand for high-quality coffee and service and are planning the opening of a sixth store in Ghent before the end of this year.
About Starbucks Coffee Company
Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality arabica
coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience
to life for every customer through every cup. To share in the experience, please visit us in our stores or online at www.starbucks.com
About Autogrill Belgium
Autogrill is the world’s biggest provider of food & beverage and retail services for travelers. In Belgium, the group has around 100 restaurants and this in various channels such as motorways, Brussels Airport or even in train and metro stations. The offer of Autogrill is optimized permanently, also thanks to the synergy between proprietary brands and licensed brands.
Autogrill Group is present in 43 countries, with over 5,500 points of sale in over 1,200 locations. In total 74,000 employees offer an excellent service to more than 890 million customers. For more information, please visit www.autogrill.com