Starbucks, considered the world's leading coffee distributor and roaster and managed by Alsea in Spain since 2018, is strengthening its growth plan in the country with the launch of two new 'Starbucks auto' in the Community of Madrid, as announced by the company.
With these two additions, the chain now has a total of 233 establishments in Iberia and positions itself as the first specialized coffee brand to decisively commit to the 'Drive Thru' format (car service), aligning with the new consumption patterns demanded by customers.
In this new phase of expansion, the firm launched Starbucks La Garena, in Alcalá de Henares, and Starbucks Megapark, in San Sebastián de los Reyes, this Wednesday. In both cases, the specific lane for car service is expected to be fully operational before 2027, thus tripling the company's commitment to this model oriented towards new consumption habits, where speed, comfort, and high-quality coffee are combined to enjoy it without getting out of the vehicle.
With an eye on responding to the demands of different consumer profiles, the brand promotes a renewed commercial model in which agility and ease of use allow customers to access their favorite drink while remaining in the car.
"With the impulse of 'Starbucks Auto' we are redefining 'retail' in Spain to adapt to the pace of life of our customers. We want enjoying quality coffee to be an excellent, comfortable, and agile experience, whether they decide to relax in our carefully designed stores or prefer to continue their journey without getting out of the car," explained the general director of Starbucks Iberia, Antonio Romero.
The brand's head in Iberia highlighted that this business format integrates "passion for coffee with maximum flexibility and digitalization." "These new openings are a reflection of a more dynamic, efficient, and close Starbucks that meets the needs of another type of consumer while keeping the brand's essence intact: human connections," added Romero.
Adaptation to new consumption habits
Starbucks' strategy with this model responds to a profound transformation in consumption habits in Spain. The 'Drive Thru' format and organized catering have registered a strong impulse in recent years, consolidating themselves as one of the segments with the greatest dynamism and business volume within the national hospitality industry.
This type of service already has high acceptance and notable development in markets such as Mexico. In this context, Starbucks baristas in Spain have completed almost 200 hours of specific training to optimize operations to the fullest, which will coexist with that of a conventional store.
The company detects significant potential in this consumption model, to the point of undertaking two simultaneous openings in a single year. These are two locations considered strategic and that fit with new social and urbanistic models: La Garena, in Alcalá de Henares, and Megapark, in San Sebastián de los Reyes.
This new service scheme has been designed in detail, adjusting customer service and order preparation protocols to always guarantee excellent and more agile service. Tests carried out indicate that the time elapsed from when the customer enters the 'Drive Thru' lane until they resume driving with their order is less than four minutes.