I just looked up a couple of articles myself. Apparently they entered the market in 2000, expanded rapidly but closed a whole lot of stores in 2008. As of 202

I just looked up a couple of articles myself. Apparently they entered the market in 2000, expanded rapidly but closed a whole lot of stores in 2008. As of 2022 they're still yet to turn a profit. I don't think it's a case of them requiring years of marketing to convince the general Australian public to pay more (you go past the store at Melbourne Central and it's 50-50 Asian tourists and hipster Zoomers with Macbooks that want to pretend they're in New York; either way, they just view the brand as some quirky novelty), nor is it the competition from cheap espresso (7-11 didn't launch their dollar coffees until 2013, and Coles Express was maybe a year after that) - it's the fact we already had an established coffee culture and Starbucks' product fundamentally fails to conform to what our idea of a "real" coffee is. They could sell their drinks for $1 at 7-11 and people would still buy the standard lattes.