European Coffee Giant Targets Starbucks, Peet’s in U.S. Foray
- Tchibo to launch premium products in U.S. Midwest this fall
- U.S. push driven by CEO who was once a chocolatier executive
Pedestrians pass by a Tchibo coffee shop in Berlin.
Photographer: Michele Tantussi/Getty Images
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Tchibo, one of Europe’s biggest coffee purveyors, is betting that more than 70 years of industry experience will help it take on the likes of Starbucks Corp. and Peet’s Coffee in its first U.S. foray.
The Hamburg-based company is introducing its roast and ground coffees to the U.S. in the coming weeks in the latest initiative by Chief Executive Officer Thomas Linemayr, whose previous experience in the U.S. included overseeing Lindt & Sprungli AG’s American division. Tchibo coffee is already sold across Europe and its CEO now aims to woo U.S. coffee aficionados.