The coffee chain is teaming up with the European food retailing company Grupo Vis to launch the brand in France, with the first store due to open in Paris in early 2004.
Perhaps showing a little trepidation at taking on the city that is famed for its wonderful cafes, Starbucks' chairman Howard Schultz said in a statement: "It is with utmost respect and admiration for the cafe society in France that we announce our entry into the market."
Acknowledging that France has embraced coffee drinking as a way of life for considerably longer than Starbucks has been around, he said: "Historically, French cafes have served as the 'third place' to authors, philosophers and artists. I am, therefore, confident that the Starbucks Experience will fit well into the French cafe tradition."
Starbucks has drawn the ire of the anti-globalisation movement with its worldwide expansion programme. As well as its ubiquitous presence in the US, Starbucks has outlets in 31 other markets, including China, the Middle East, Spain, the UK, Japan and Australia.
Franck Esquerre, the managing director of Starbucks Coffee France, is the man who has been tasked with getting the French to love Starbucks. "We look forward to sharing our passion for high quality coffee and our commitment to outstanding customer service with local customers."
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