Dateline: Tel Aviv
I get verbal reports that Starbucks failed here because of the uncompetitive coffee quality.
Starbucks succeeded in Tokyo by following my advice of partnering with one of the Sazabi brothers who knew the high quality of Japanese coffee and knew Tokyo real estate.
Israeli coffee taste is also sophisticated. It evolved from the settlement of Israel in the home of Turkish coffee. Turkish coffee was freshly brewed for decades by soldiers in the Israeli army and became the source of an intimate ritual of camaraderie. Universal military service produced a national taste that eventually gravitated to Italian style espresso.
Café’s are open-air dialog events. People talk to me in all of the cafes and talk to each other leisurely while watching the style parades in the boulevards.
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