BCG · Strategy · Easy · 20-30 min
A European premium coffee chain — 180 stores across France, Italy, Germany, average ticket EUR 8, brand built on single-origin and design-led interiors. The CEO is considering Saudi Arabia for first Middle East entry. Saudi has a young, urban, coffee-loving population, but also Starbucks, %Arabica, Dose Café, Half Million, and dozens of independents. You have been asked to recommend: enter or not, and if so, via own stores, joint venture, or master franchise.
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