Starbucks wants to return to the Russian market
4 June 2024 15:49
Starbucks Corporation, which left the Russian market after the outbreak of a full-scale war, has filed applications for registration of 14 trademarks in Russia. This became known from the Russian media, reports [Kommersant]
The applications filed by Starbucks with Rospatent state corporation include the registration of trademarks in classes 21, 30, 35 and 43 of the International Classification of Goods and Services. These include instant coffee, preparation of drinks and food for on-site consumption, administration of loyalty programmes and other segments.
Reportedly, the company wants to register the Starbucks, Starbucks coffee, Starbucks frappuccino and other brands under this classification. At the same time, the coffee shop chain risks losing its existing trademarks in 2025 due to their non-use.
The filing of trademark applications may indicate that Starbucks Corporation is interested in returning to the Russian market “under brands familiar to consumers”, according to Russian officials. At least in this way, the American chain is trying to preserve the possibility of returning to the Russian market in the future.
Starbucks announced the suspension of its operations in Russia in March 2022 after the start of the military operation in Ukraine. At the time, there were 130 stores in the country. In May of the same year, the company announced its exit from the Russian market.
Starbucks’ assets in Russia were acquired by rapper Timati (Timur Yunusov), restaurateur and founder of Pinskiy&Co Anton Pinskiy, and the Sindika company. In the summer of 2022, the coffee shops resumed operations under a new name – Stars Coffee.
