Nikkei Asia reported on November 13 that after transferring its China operations to a joint venture with local investment firms, Starbucks has shifted its focus from expanding store count or competing on price to emphasizing the quality of its outlets.
This autumn, Starbucks posted notices in its Chinese stores clarifying that seating is reserved for customers who make purchases. Last month, the company announced it would invest more than 300 million RMB (approximately 45 million USD) over the next year to renovate counters, lighting, and food equipment across about 1,000 stores, while gradually rolling out a new point-of-sale system capable of recommending products based on customer preferences.
The report also noted that Starbucks plans to adjust staffing schedules at half of its locations according to peak hours, aiming to reduce wait times. Facing intense competition from Luckin Coffee, which now operates nearly 30,000 stores, Starbucks previously set a target of 20,000 stores in China and stated it would avoid price wars that could compromise financial stability. The restructuring completed in April saw Boyu Capital holding a 60% stake, with Starbucks retaining 40%.
Original article: toutiao.com/article/1881758338738251/
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