Triple Tall Latte Finally on the Way

Why do I long for Starbucks?  What is the secret ingredient? Scarcity, of course.  We all want what we can’t have.  Starbucks is everywhere except the Netherlands!  Today I will go on the record to admit my excitement about Starbucks opening soon in Amsterdam Central Station and beyond.

To be regretted later?  Probably. After 2 days in New York City or D.C., I feel claustrophobic surrounded by Starbucks on every block; both sides of the street even!  In my hometown of St. Louis, there is a Starbucks drive thru in every strip mall.  Even the tiny Venetian town of Chania on the island of Crete, yes Starbucks!

Starbucks’ EMEA HQ and roasting facilities are based in Amsterdam, but their absence in the Dutch market has been mysterious.  Only a year ago, Starbucks made a big splash by opening 3 stores…all at Schiphol Airport.

This morning on my Tuesday commute between The Hague and Amsterdam, the urge to jump off the train at Schiphol for a triple tall latte was overwhelming, crushed only by time constraints.  Not a morning person by nature, I was busy calculating how many minutes earlier I’d have to get up to make time for a Starbucks stop.

Recently, Starbucks’ expansion plans (or lack there of) have made Dutch headlines and even municipalities and political parties have been incensed and vocal, demanding Starbucks in their city limits.

There are several theories about why Starbucks has been slow to enter the Dutch market, and the company has not exactly gone on the record to say that Dutch people are too cheap to pay Starbucks prices.  I have my own theory in addition to the price sensitivity; Dutch consumers do not demand customization or personalized service.  In fact few even recognize that it exists in the rest of the developed world.  True , the 87,000 drink combinations that Starbucks claims to offer are a bit way over the top, but I love to cram three shots of espresso into the tiny “tall” size cup without any disapproving looks, or the standard Dutch Customer Service Catch Phrase, “It’s not possible!”

The appeal of Starbucks to many people, myself included, is actually the Burger King slogan…Have it your way!  So yes,  I was excited enough by a glimpse at the work in progress at Amsterdam CS to take this photo and I look forward to my commute next Tuesday, now that a triple tall latte is truly on the way!

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