Can Starbucks Blend into France?

The coffee chain is staging a French invasion, and it's looking to triumph in the ultimate café nation

It's springtime in Paris. Like the cherry trees lining its boulevards, the city's cafés are in full bloom. Peppered among them, though, is an incongruous sight: 23 Starbucks outlets, the beginnings of what Starbucks hopes will one day be a massive invasion. At first glance, Starbucks (SBUX) appears to be catching on. On a sunny Saturday afternoon in April, people are lining up out the doors of one of the Seattle-based coffee chain's stores in the trendy fourth arrondissement. The scene is the same across town in the tourist-packed sixth arrondissement.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.