Europe is an important market for Starbucks, but does its largest franchisee agree?

Why fragmented management could be holding Alsea’s European business back – and where the global franchise group will focus in 2026

With more than 3,500 stores across 31 countries, Europe is one of Starbucks’ largest and most important markets.

Of those markets, 28 are entirely franchised, making licensed stores a crucial component of Starbucks’ success in Europe.

Enter Alsea, one of Starbucks’ oldest and most trusted franchised partners that is also its largest globally.

The Mexico-based franchise group operates more than 1,900 Starbucks stores globally, including 625 in Europe. But Alsea’s Starbucks stores in Europe are underperforming compared to its Latin America portfolio.