The Caterer

Starbucks signs first hotel licensing deal

13 March 2008 by
Starbucks signs first hotel licensing deal

Starbucks has signed its first licensing agreement with a UK hotel in a deal that will see a concession at a new Shire Hotels property in Bristol.

The licensed store is part of the 36-bedroom property on the Aztec West Business Park, which opens tomorrow (14 March).

Starbucks, which began licensing to UK locations in 2005, has recently signed deals at four Center Parcs locations, the Beatles Story in Liverpool and Jersey Airport.

Under the agreement with Shire, the outlet will be staffed and operated by the hotel group's employees in accordance with Starbucks brand guidelines.

Starbucks will provide products such as coffee, food and merchandise as well as training, operational and marketing support.

Rupert Lawrie, director of business alliances at Starbucks, said: "We are excited to confirm that this is our first licensed store in the UK hotels sector and marks the beginning of bringing the Starbucks experience to hotel guests.

"In North America today we have 171 licensed Starbucks stores operating as part of hotel services and we hope that this is the first of many similar agreements in the UK."

Antony Spencer, managing director of Shire Hotels, added: "Shire Hotels is proud to be the first British hotel company to offer its guests the full Starbucks experience."

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By Daniel Thomas

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