Starbucks Corp, the world's largest coffee house chain by annual sales revenue, has doubled down on its commitment to the China market by reopening its renovated flagship store in Beijing's upscale commercial and lifestyle hub of Sanlitun.
Company executives said the coffee chain is also on track to open 500 new stores by the end of this fiscal year, despite the temporary setback from COVID-19.
Leo Tsoi, chief operating officer and president of Starbucks China Retail, the local unit, said the firm's long-term development strategy in China remains firm despite the challenges and difficulties posed by COVID-19.
"We will continue to increase our investment in the country, making efforts to bring top-level coffee and continuous innovations."
Opened seven years back, the Sanlitun store was the coffee chain's first flagship outlet on the Chinese mainland. It received a major renovation that introduced the firm's signature Reserve coffee and Bar Mixato, which integrates modern cafe and bar experiences for the benefit of younger consumers.
This move is expected to increase nighttime footfalls as well, in line with the growing summer trend of night economy in China.
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