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Shanghai Marketing

Starbucks ups China investment, names first CEO and opens first international ‘Roastery’

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By Charlotte McEleny, Asia Editor

October 20, 2016 | 2 min read

Starbucks has announced plans to increase its footprint in mainland China to 5000 stores, as it promotes Belinda Wong to CEO.

Belinda Wong Starbucks China

Belinda Wong named CEO of Starbucks China

It’s the first time Starbucks China has had a CEO as Wong is promoted from her former role as president.

Wong will now oversee the expansion of Starbucks in China, from 2300 stores to 5000, reporting into John Culver, group president of Starbucks Global Retail.

Culver said: “Over the past five years, Belinda’s vision, experience and push for innovation have elevated Starbucks in the hearts and minds of the Chinese people and created a strong foundation for Starbucks growth in China. Belinda embodies our mission and values as a company, and her promotion will help further propel Starbucks efforts in building the partner and customer experience for the China market over the long-term.”

Starbucks has also elevated another key China employee, Leo Tsoi, to the newly created role of chief operating officer (COO). Prior to this he was Starbucks China’s vice president of store development and design.

Alongside the news, Starbucks chairman and CEO Howard Schultz met with Mr Han Zheng, Party Secretary of Shanghai this week to thank him for supporting Starbuck’s growth in China.

Starbucks also announced its first international Roastery, opening in 2017 in Shanghai. Much like the ‘Roastery’ proposition in the US, the retail space includes coffee roasting, manufacturing, education and retail within a single space.

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