"The hype was (un)real"

I have been to Starbucks once in my life. They lured me into it. The hype was (un)real. I thought I was in for something special and tasty. The staff wrote my name on a cup. It didn't make me feel special. It was assembly line disguised as personal service. The coffee was bland. Not tasty. Starbucks has been criticized for creating a contrived atmosphere through forced, formulaic employee interactions, scripted, overly enthusiastic conversations, and performative, marketing-driven messages. Hence the policy of hand-writing customer names on cups. The first Starbucks coffee shop in Sweden opened in 2010 at Arlanda airport (outside Stockholm). The first real coffee shop in the centre of Stockholm opened in 2014 (which was the one I visited). The Starbucks expansion plan was megalomaniac. At its peak, Starbucks had 17 coffee shops in Sweden. Today, only three remain. Why did they utterly fail in Sweden? First, Starbucks came too late into the market. Competitors like Waynes Coffee and Espresso House had already established their concept and created a loyal customer base. Second, Starbucks' coffee quality was mediocre to bad. For a coffee chain this is a major problem. Third, too much sugar in their products. The only people who go there now are tourists.