How Starbucks made it big in tea-drinking China
Starbucks announced today the introduction of its fourth and largest Partner-Family Forum programme in China.
Already present in Shanghai, Beijing and Guangzhou, Starbucks’ latest family-oriented plans for Chengdu is proof of the coffee company’s territorial ambitions in China. It’s been reported that Starbucks intends to double its locations in the country by 2019.
When Starbucks first opened in China in 1999, the company’s future seem doomed in a country that has thousands of years of tea-drinking history. However, in just 17 years, Starbucks changed and revolutionised the way the Chinese view and drink coffee. Read more…