Starbucks opens quietly in Moscow

By Adrian Blomfield in Moscow

When McDonald’s opened its first branch in Moscow in 1990, hungry Russians queued for hours to sample their first "Beeg Mac", marvel at the chain’s disposable plastic cups and savour the unfamiliar taste of American fast food.

Muscovites have questioned the chain's sensitivity to Russian culture
Much richer and far more brand savvy, Russians can barely muster an indifferent shrug now that another American landmark, the Starbucks coffee chain, has arrived.
With little fanfare, the Seattle-based company opened its first outlet in a shopping mall just north of Moscow last week.
Business was relatively brisk, although customers arrived in a steady trickle rather than in an eager stampede.
For those who did pause to look at a menu before moving on, it was not the price of a cup of Joe that seemed to discourage patrons.
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The £4.50 large venti mocha — £1.55 more expensive than in London — might have put off any passing Briton, but for Muscovites used to living in the world’s most expensive city, it was far from exorbitant.
Instead, the main deterrent seemed to be the café’s strict no-smoking, no-drinking policy — a practice eschewed by the American chain’s more entrenched Russian rivals, Coffee House and Shokoladnitsa.
"I don’t think they understand Russians," said office worker Dmitry Nesterov.
"No beer? No cigarettes? They will be finished within a year."
Despite the scepticism of some, Starbucks believes it can expand rapidly in the lucrative Russian market and hopes for a boost when it opens its flagship branch on the prestigious Old Arbat street in central Moscow later this year.
But critics say Starbucks is entering the market several years too late and predict that most Russians will stick to homegrown rivals.
The chain had hoped to open in Russia more than three years ago only to discover that the Starbucks trademark had been registered in the name of a former car alarm salesman, who wanted 300,000 pounds to surrender his claim.
Starbucks successfully sued in 2005.
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