Starbucks, a global coffee chain, has grown from a small Seattle cafe to a symbol of the 'coffee routine’. However, the chain has not a single branch in Croatia due to the high quality of the coffee and coffee routine in the area. Starbucks management stated that they would not expand to the Balkans and Israel due to the doubt that their offer could compete with the local coffee.

Coffee in Europe and the Middle East has cultural significance, and Starbucks believes that locals prefer domestic coffee and will not visit their branches. The Balkans’ long coffee consumption goes against Starbucks’ philosophy, which views coffee time as a time for work or a short break.

Coffee culture in the Balkans is deeply ingrained, reflecting a blend of tradition, social connection, and a love for rich, strong brews. Turkish coffee holds a special place, prepared in cezves and served with sugar. The ritual of sipping coffee is a cherished social activity, fostering conversations and bonding. In addition to Turkish coffee, the region embraces espresso and other European coffee styles. Cafés are vibrant hubs, where locals gather to share stories, engage in discussions, and savor the pleasure of slow coffee consumption. The Balkans’ coffee culture symbolizes hospitality, community, and the art of savoring moments.

The average Croatian consumes about 3-4 cups of coffee per day, reflecting how thenrobust coffee culture is deeply embedded in daily life and social interactions.

The difference in habits and the availability of specialty coffee shops in Croatia have led Starbucks to stop considering Zagreb as its next destination for expansion. In conclusion, Starbucks’ success in the Balkans and Israel is largely due to the centuries of Ottoman occupation and resultant high quality of the coffee and coffee routine in the region.

It remains to be seen whether coffee chains from the Balkan region will be able to take market shares globally. Maybe there could be a chance if enough baklava will be served with the coffee.