The world’s largest coffee chain has opened its first Reserve store in Spain at Real Madrid’s Santiago Bernabéu, marking its first football stadium site globally
US coffee chain Starbucks has opened its first flagship outlet in Spain at Real Madrid’s Santiago Bernabéu football stadium.
The two-storey, 10,000sq ft site is the first time Starbucks has opened within a football stadium and is the coffee giant’s first Reserve store in Spain. Operated by Starbucks franchisee Alsea, the Bernabéu outlet features a concierge barista station, a Reserve Bar, a mixology area and tasting rooms with panoramic views into the stadium.
“This new flagship location at Bernabéu is not just a coffeehouse, it’s a global destination. It’s a tribute to our roots, a reflection of Madrid’s creative energy, and a symbol of the community connections we aim to build,” said Brady Brewer, Starbucks International CEO.
Photo credits: Starbucks
The new Starbucks store is part of an ongoing revamp of the Bernabéu as it seeks to become a more premium hospitality hub. The revamped 84,000-capacity stadium has incorporated a San Miguel microbrewery, making it the first football stadium in Spain to brew its own beer, Puerta 57 and Arzábal Bernabéu restaurants and the KŌ by 99 Sushi Bar.
Seattle-based Starbucks launched in Spain in 2002 in partnership with restaurant group Grupo Vips. In 2018, Grupo Vips was acquired by Mexico City-based Alsea, which has since scaled the coffee chain to 189 stores.
In Europe, Alsea also operates licensed Starbucks stores in France, the Netherlands, Portugal, Belgium and Luxembourg. The group’s 1,930-store licensed Starbucks portfolio also includes outlets in Mexico, Chile, Argentina, Colombia, Uruguay and Paraguay.
