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Starbucks to enter Bulgaria in 2008

Date: 21.11.2007

Starbucks, the world's biggest coffeehouse chain, will step on the Bulgarian market next year, focusing on capital Sofia in the first stage, and has already begun hiring personnel for its Bulgarian operations.

Starbucks will enter Bulgaria via Greek Marinopoulos Coffee Company, its authorised licensee in Greece.

The Greek firm has already secured locations for its future coffeehouses and is now hiring mid-level managers, marketing personnel and a regional manager.

Coffee outsells tea by far on the Bulgarian market and is an important social ritual in the country, but the market is highly fragmented, even though some foreign chains, such as Costa Coffee and McCafe, have recently opened shops in Bulgaria.

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