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.
- About Us
- |
- Terms of Use
- |
-
RSS - |
- Privacy Policy
- |
- Contact Us
- |
- Shanghai Call Center: 962288
- |
- Tip-off hotline: 52920043
- 沪ICP证：沪ICP备05050403号-1
- |
- 互联网新闻信息服务许可证：31120180004
- |
- 网络视听许可证：0909346
- |
- 广播电视节目制作许可证：沪字第354号
- |
- 增值电信业务经营许可证：沪B2-20120012
Copyright © 1999- Shanghai Daily. All rights reserved.Preferably viewed with Internet Explorer 8 or newer browsers.
