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SHANGHAI (Reuters) – Starbucks Corp. announced Friday the launch of a new cafe open all day in China, offering a menu and badtails, while the largest coffee chain in the world is looking to expand its offer of sale retail in an increasingly competitive market.
The opening of the coffee in the city of Shanghai comes as Starbucks is facing a slowdown in sales growth in its second market because of the pressure exerted by a growing number of independent coffee shops and Chinese start-ups such as Luckin Coffee. , which offer cheap delivery and significant discounts.
"Today, we mark another important milestone, as we use everything we've learned about coffee and our relentless pursuit of food innovation to create an exciting new coffee all day long and a great experience." Italian appetizer, "said Belinda Wong, CEO of Starbucks China.
The Starbucks Reserve Bakery Cafe, which will open this weekend, is the first store of its kind in China. It offers high-end coffees, freshly baked dishes from the Italian bakery Princi and alcoholic drinks from the mixology bar.
The company also has similar cafés in the United States, where it pursues a high-end strategy.
Starbucks took advantage of the growing coffee culture in China, but this trend has also led to a host of ambitious local competitors, including Luckin Coffee, which has said it wants to open 2,500 new stores this year and surpbad Starbucks as its first channel. of coffee in China. .
However, badysts say Starbucks' efforts to improve sales are gaining momentum as quarterly sales in China exceed last month's estimates thanks to new store openings and the delivery program launched with the Internet giant. Alibaba last year.
(Report by Brenda Goh, edited by Subhranshu Sahu)
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