Recently, the soft opening of the first Starbucks took place in Tbilisi. Footage of endless queues went viral on social media. Many looked down on those eager to be the first to try the Georgian Starbucks, dismissive of the hype over average-quality coffee. Others, however, finally saw the logo in the Georgian capital—an arrival that had been promised by virtually the country’s top officials. But this piece is not about coffee.
The capital’s most prestigious district, Vake, and the country’s most luxurious business center, Axis Towers. This is the location of the Starbucks coffee shop in Tbilisi.
The hype surrounding global brands is almost a tradition in Tbilisi. In 2017, thousands of people queued for the opening of the first H&M store. Two years earlier, a similar story unfolded with the first Dunkin’ Donuts location.
But to understand why the arrival of yet another Western brand still causes such a stir, one has to go back nearly thirty years.
On February 5, 1999, the first McDonald’s opened in Tbilisi—the very one near the Rustaveli metro station. For the international company to agree to operate in a country that had survived wars, economic collapse, and criminal chaos, President Eduard Shevardnadze personally participated in the negotiations, and it was he who cut the red ribbon at the opening ceremony.
More than seven thousand people stood in line for an American burger that cost several times more than a loaf of bread. For most, it was a luxury. But for people who had survived a civil war and lived without stable electricity, gas, running water, or regular salaries, McDonald’s did not symbolize fast food. It symbolized a normal world that Georgia desperately wanted to become a part of.
Nearly three decades later, the country has changed. Power outages are a thing of the past, the economy has become much more stable, and Tbilisi has transformed into a popular tourist destination. Yet, the arrival of major brands is far from just a result of market demand. Very often, it is also a matter of political will.
Starbucks entered the Georgian market through the international franchise Alshaya Group, one of the largest Starbucks operators in the world. The company has already announced plans to open about 50 coffee shops across the country over the next seven to eight years.
The entry of Starbucks into Georgia was supported by state institutions: the “Produce in Georgia” Agency, the Ministry of Foreign Affairs, and the Embassy of Georgia in Kuwait.
