Shoppers in Abingdon gave Starbucks a warm welcome when the American coffee chain opened a branch in the town's market place.
Following a 'soft opening' on Tuesday the cafe officially opened at 9am today with balloons around the door to celebrate.
The 60-seat cafe which serves coffee, other hot drinks, cakes and snacks was busy all day.
Branch manager Wayne McHugh said he was delighted with the positive reception from people in the town.
Staff at Starbucks have been busy on the official opening day of the chain's new cafe in Abingdon pic.twitter.com/qDj7xYfSoQ
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He said: "It's been amazing - people were queuing outside at 9am waiting to come in.
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"I know it's competitive here - I've been round all Abingdon's coffee shops - but I do think Starbucks can add something very positive.
"It's a big brand name but we do want to become part of the community."
Mr McHugh has previously worked at the chain's Headington branch and this is his first role as branch manager.
He added: "I'm really looking forward to getting to know people in the town - this is a really good spot in the market place and customers have got a good view of the museum."
Prices will remain 'competitive', Mr McHugh said.
A small Americano (12 oz) is £2.65, medium (16 oz) is £3 while a large (20 oz) is £3.30.
Soon customers will be able to use a mobile app to 'skip the queue' by ordering ahead.
The branch has opened in the former M&Co clothes store.
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Not surprisingly it was busy on the opening day, but it will take a while to see what effect the arrival of Starbucks has on its rivals, including Costa, R&R and Missing Bean.
"I'm hopeful the arrival of Starbucks will attract some other big-name brands to the town," added Mr McHugh.
You can also get takeaway coffee in Parsons bakery and Greggs in the precinct, and there are other cafes nearby too.
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