Starbucks and NS Celebrate the Opening of Starbucks Store in Utrecht Centraal
Legendary coffee house steps aboard the Netherlands via NS stations and continues to diversify its distribution channel for continued expansion and profitable growth
UTRECHT. – Tomorrow, Starbucks Coffee Company (NASDAQ: SBUX) and Servex, a subsidiary of NS, will open the doors of the first Starbucks location at Utrecht Centraal Station. This marks the beginning of Starbucks initial expansion into the Netherlands through major railway stations including Amsterdam Centraal Station later this year.
“We are proud that we will now be able to offer our customers high-quality Starbucks coffee,” said Madeleine van der Zwaan, general director of Servex. “Starbucks will be a comfortable meeting place and a great place to rest in the busy world of our customers. It seamlessly fits into the NS ambition to turn stations into comfortable places where customers can relax with the goal of offering travelers more quality and variation in the shopping offering.”
The Starbucks store in Utrecht Centraal is centrally located in the arrival hall next to De Broodzaak and Bruna and will offer travelers its legendary Starbucks Experience, high-quality arabica coffee, innovative products and an inviting and relaxed atmosphere. The opening of Starbucks is further proof of NS’ commitment to adding quality brands to its broad food and catering portfolio.
“It is with utmost respect for the longstanding coffee tradition in the Netherlands that we open this Starbucks in Utrecht Centraal,” said Buck Hendrix, president of Starbucks Europe, Middle East and Africa. “Starbucks has been roasting coffee in the Netherlands for seven years and by opening this store, we are honored to expand our role in the rich Dutch coffeehouse culture.”
Starbucks opened its only coffee roasting plant outside the U.S. in the Netherlands in 2002. The plant roasts and packages all Starbucks coffee distributed in the EMEA region.
NS and Starbucks announced a strategic license partnership to open Starbucks stores in Dutch railway stations in August 2008.The opening of the store at Utrecht Centraal Station is further proof of Starbucks commitment to the growing demand for high-quality coffee and service in a growing travel market.
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