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In mid-September, the American giant inaugurated an 80,000-square-meter site that combines a roasting plant, an integrated distribution center and an immersive experience center. Called the “China Coffee Innovation Park”, this $220 million project is Starbucks’ biggest investment outside the United States. And this model of vertical integration “from bean to cup” has no equivalent anywhere else in the world for the group.
“For the first twelve years of its presence in China, Starbucks remained faithful to its American frame of reference, which meant it ran into the usual difficulties on the ground,” observe Sandrine Zerbib and Aldo Spaanjaars in their book Dragon Tactics (Dunod 2022).
“When the brand celebrated its tenth anniversary in China in 2009, it had just 300 outlets, including those run in partnership with Taiwanese group Uni-President.