I just read something interesting about how Starbucks is redefining its business model in Mexico, and honestly, there's a clear pattern that many are not seeing. The chain already sources 98% of its coffee locally in its stores, which sounds simple but involves a complete reorganization of the supply chain.

What caught my attention is that this is not just a marketing decision. Saraí Jiménez, Director of Construction and Brand Reputation at Starbucks Mexico, explained that they spent the entire previous year ensuring they had enough high-quality Mexican coffee supply before making any public announcement. This shows a company that understands that future coffee prices depend on having strong, certified local suppliers.

Earlier this year, they launched a Single Origin Mexico coffee with the slogan Born in Mexico, celebrated worldwide, which is now exported to 22 countries in Latin America and the Caribbean. But the most significant aspect is the mindset shift behind this. Instead of relying on costly imports, they are investing in developing local suppliers, reducing transportation costs, taxes, and creating a more efficient ecosystem. This directly impacts how future coffee prices will behave in the regional market.

They are now considering joining the Made in Mexico Program of the Ministry of Economy, which aims to strengthen the domestic market. It’s not just a recognition; it’s part of their global Back to Starbucks strategy, where the goal goes beyond selling beverages. It’s about creating human connections and experiences.

What I see here is a larger trend. Consumers are in what’s called the third wave of coffee, where they seek stories of social responsibility behind their cup. They want to know that the company acts ethically in its supply chain. That’s completely changing the game.

Starbucks is investing heavily in Mexico. They surpassed 900 stores last year, and their goal for this year is to reach 1,000. But it’s not just about opening more cafes; they are also remodeling existing ones to offer more comfortable and distinctive spaces. They have collaborations with Snoopy, Stranger Things, and the Bearista bear.

To secure the future of coffee in Mexico, according to Jiménez, sustainable practices in the field are necessary—protecting resources like water, reducing carbon emissions, and caring for coffee-growing communities. They support this through the C.A.F.E. Practices program, which has already benefited over 20,000 certified producers, although not all sell to the brand.

The interesting part is that when a supplier lacks certain certifications, Starbucks supports them in achieving them. Some of these suppliers have grown significantly by selling juices, sandwiches, and other products to the chain. That’s ecosystem development, not just buying and selling.

The reality is that in an era of personalization, every customer wants exactly what they order. If you don’t like your drink, they remake it. This requires training baristas, maintaining quality, and creating real experiences. Starbucks seems to have understood that this is what sets a brand apart in 2026.