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What did Starbucks and Dunkin' Donuts do wrong in Sweden?

Last Updated: 26.06.2025 05:32

What did Starbucks and Dunkin' Donuts do wrong in Sweden?

It also didn’t help that they for some unspeakable reason tried to establish themselves in relatively prestige locations?

Had already taken root all over the place. Starbucks locations were bad and often looked way less cozy. They also missed to account for Swedish coffee tastes, Swedes don’t really drink much sweet coffee or coffee drinks like that and you need good pastries, well made sandwiches or something like that to go with it.

On top of the chains there is also the Konditorier, places that focus more on the pastries with the coffee often just being regular drip coffee. It’s made up for by having lovely baked goods, sandwiches and often you can also by your bread there to take home.

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Here’s one I tend to go to when I don’t make my own:

As for Dunkin… did you see the pastries in the last picture? Who’d buy Dunkin’? For Fika we have pastries, cinnamon buns and all manner of cookies and shortbread. I’ve tried a Dunkin’, it tastes dry and artificial. We do have some of those American style donuts in Sweden, one of my local shops sell them in the bread section. I don’t know many who’d buy them, but apparently there’s some market for them. Enough to have a food place that focuses on them? Never.

Apparently they didn’t even fry them in the store, they came shipped frozen and were just thawed and glaced on the spot. Also they apparently had remarkably terrible coffee and couldn’t seem to decide if they were fika or if they were going for extra insanity points and pretend to be food. Just overall a very confused approach.

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I’ll start with Starbucks. Starbucks came late to Sweden, not until 2010 did they finally make an attempt, apparently one of their bosses thought that Sweden had to high rents for cafés so they let the market saturate. Not only did we by then have established chains already, both Wayne’s Coffee:

We also have restaurant chains that are technically Swedish but sell themselves as American. I remember spending quite a few evenings at the local Texas Longhorn, a chain of steakhouses focusing on grilled meat, texmex and other percievably Texan food.

And Espresso House:

Hello,hope y'all doin good, i came to Quora to share my strange story , a very weird one , a story when luck smiled at me ,maybe u will enjoy it , let's begin,have fun... A year ago ,I was a real porn addicted(btw I was 18) ,but never had sex before, I don't have a gf I didn't try to find one even ,always thinking to go to find a sex worker but then I just don't , everyday watching different bodies getting fucked and everyday enjoying. One day, I was watching porn, a big ass lady with big boobs ,just after seeing her the image of my female cousin poped in my mind, (let's introduce her : she's 35 years old , very big ass , nice boobs ,not very big but nice,always wearing tight clothes , she's divorced ) and I thought of me fucking her ,I never had sexual desires for her but now I do days went by and when I met her I was so horny ,I couldn't stay with the family cz my penis was clearly erected , I realized this is my first time I get horny for one of my family ,it not illegal in my country.well to make a long story short( if u want details just text me I will tell u 😊),I decided to give her signs that I want to fuck her,finally I decided to have sex and with my cousin , I thought it is the best beggining for me, i started touching her when I came across her in a narrow place , make her feel my hard cock when we hug , I thought it will hard and I will be ashamed but no , I felt nothing and she said nothing , probably she thought it was by mistake,anyways, I decided then to talk with her about sex, waited for her to be alone in a room and talk with her, I confessed everything about me watching porn and addicted..etc,she said it's normal and u are growing up and u must have sex,well at that time I was like whaaat????? Well I didn't control myself and asked her for sex ( horny like I Ve never been before) she said that she will think Abt it ,2 weeka went by then she called me ,telling that she reserved a room in a hotel and we meet tonight ,we met,and bruuhh, sex is great , I mean, I had to find a pirstitue ,what I was waiting for to have such a feeling ????, I will never forget that night, I started kissing her she was kissing hard ,she misses sex so bad , she sucked my dick and swallowed my semen ,I felt I'm in a dream , then when fucked ,her ass was very big and the anus was open ,didn't struggle to get my hard cock inside it , she was obviously missing sex , she was shouting ,fuck me yh fuck me , I go fast after every word until I cum , we did that 3 times , then we went to her pussy , using condoms I fucked her so hard the moans were higher , everything was perfect ,in the end I asked her to lick her body , licked pussy ,ass, boobs,then she sucked my cock until we sleeped ,all I know that she was dirty ,well before even having sex with her I knew she is an open minded woman , and a woman that looks that she donesnt know anything , but she knows everything, but never expected having sex with her ,well she was horny and that helped...but no one of us regretted that sex ever.. We still have sex from time to time ,and I started having sex with sex workers , joining threesomes..etc If u want pics of her text me.

I’ve written similar answers to this question before, but I think mainly they failed to do proper market research. They also failed in some other ways.

They still remain as a brand though, they sell ready-made iced coffee in cornershops and gas stations.

No glaze, things with that sort of sugar glaze in general don’t sell well here.

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And here’s the thing. American brands can find a spot here. There is a large market for Fast Food brands that know how to integrate themselves properly. McDonalds is huge here, Burger King does well also, most larger towns have a Pizza hut, Subway is suddenly everywhere, I even have a KFC near where I work though to be fair I think we only have a dozen of those here. There are chains that succeed, the one’s that do their homework. We’re getting Five Guys in the beginning of next year.

So for Starbucks to come here as the new kid with underwhelming coffee unsuitable for Swedish tastes, with uncozy enviroments and on top of that having to get into a place where every other block already has either a coffeshop or a konditori already? Maybe if they started 15 years earlier when there was only Konditorier and places didn’t focus so much on good coffee yet, especially if they went to the mid sized cities instead of trying to force their way into Stockholm ass first.

A lot of Samuel Addams beers on tap as well. I haven’t been in a while but I still buy their BBQ-sauce to have at home.

It seems that I am cursed with bad luck. How do I break such a curse?

This is how I prefer a donut, without a hole and a cream filling.