Germany’s largest chain of coffee shops, Tchibo, is preparing to open its third UK branch in a London suburb next week. The outlet will compliment the shops already in Slough and Romford, which were opened in November of last year.
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Unfazed by the market dominance of US coffee shop chains such as Starbucks, officials at the company commented: “Things have been going so well – we feel encouraged to open a third shop in Sutton next week.”
The British are far behind continental Europeans in terms of coffee consumption per capita, but Tchibo is hoping to win over local consumers with its modern concept coffee shops and its three-in-one store format.
Speaking in reference to the marketing campaign accompanying this pilot UK expansion programme, a spokeswoman added: “We wanted to tell customers that we are also a retailer.”
The Tchibo concept is rather new to the UK. The ‘theme’ in the outlets changes weekly and besides the actual coffee, Tchibo are well known in Germany for selling non-food discount goods, household products and clothing.
The advert reads, “I’d like a cappuccino and a bra – welcome to coffee shopping.”
