Starbucks brews Via success
By Jin Jing |
April 27, 2011, Wednesday
|
Print Edition
Print Edition
STARBUCKS Corp plans to add more ready-made beverage items on its menu after sales of Via ready-brewed instant coffee exceeded expectations, Howard Schultz, its chief executive officer, said in Shanghai yesterday.
Schultz said Via freshly brewed instant coffee has achieved a combined sales of US$200 million in the first 12 months since debuting in late 2009.
He expects Via to be a billion-dollar business within a couple of years after its introduction in China, Japan, the United Kingdom, Canada and the Philippines.
Schultz also said that the Seattle-based coffee chain operator intends to bring other beverage categories similar to Via as the firm has a ''big idea around the portfolio of Via."
Starbucks' focus on Via was part of its strategy to transform itself from a coffee retailer to a company which creates consumer products that could reach more customers by selling them in grocery shops.
Starbucks is on track to accelerate its opening of 1,500 outlets in China by 2015, with many of them located in second-tier cities, from the current 450 stores.
Schultz said Via freshly brewed instant coffee has achieved a combined sales of US$200 million in the first 12 months since debuting in late 2009.
He expects Via to be a billion-dollar business within a couple of years after its introduction in China, Japan, the United Kingdom, Canada and the Philippines.
Schultz also said that the Seattle-based coffee chain operator intends to bring other beverage categories similar to Via as the firm has a ''big idea around the portfolio of Via."
Starbucks' focus on Via was part of its strategy to transform itself from a coffee retailer to a company which creates consumer products that could reach more customers by selling them in grocery shops.
Starbucks is on track to accelerate its opening of 1,500 outlets in China by 2015, with many of them located in second-tier cities, from the current 450 stores.
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