Many Israeli coffee lovers will see their dream (partially) come true this week when Starbucks launches a pop-up store in Tel Aviv to promote many of its products.
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Although many of the famous beverages won't be offered – to the dismay of many who long for a flavored Frappuccino from the Seattle-based company – the pop-up store will let customers experience its coffee pods and roasts and get discounts to buy its off-the-shelf products from stores.
The pop-up store will operate at Dizengoff Center from April 25 to May 15, with free samples to customers, although no actual products for sale.
Some 20 years ago, the American company opened its first store in Israel but ultimately left the Israeli market. In recent months, it made a comeback of sorts as its products – coffee beans and pods – started appearing in Israeli supermarkets.
Nahum Seeman, Business Executive Officer Israel Beverages & Cereals at Nestlé, which partnered with Starbucks, said: "In 2020, we saw that the coffee consumption grew as more and more Israelis looked for a coffee experience that had more quality than before. Starbucks products were launched at perfect timing and drew enthusiasm from Israeli consumers."
He added that the new store is a sign that the pandemic is receding. "Now that we are getting back to normalcy, we are excited to provide consumers with the experience of coffee pods."
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