2012
Starbucks planned to open 20 stores in Finland.
2026
There is only one Starbucks left outside the airport.
What happened?
At the core of Starbucks’ success was personal service and experience.
Getting called and served by your first name was a WOW moment in the US.
In Finland?
Getting your first name shouted in a crowded coffee shop sounds like a nightmare to many Finns.
And unnecessary.
Even ordering was difficult, if you didn’t speak Starbucks.
Tall means small.
Grande means medium.
Venti means large.
Sure, there are Starbucks lovers in Finland.
But to reach that 20-store goal, it would have required a concept built for Finnish culture.
At Sellai, we always say the same thing:
To grow in Europe, you must align with local culture.
For a global brand as iconic as Starbucks, the smartest move in Finland probably is to stay small…
and not bend the playbook.
Just admit the fact that maybe...
Finland just isn’t a Starbucks country.
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