Starbucks Coffee Co aims to more than double its outlets in China to 5,000 in the next five years, and has named its first chief executive officer for China.
Starbucks yesterday appointed Belinda Wong as CEO of Starbucks China.
Wong, who had been president of that operation, will continue to report to John Culver, group president of Starbucks Global Retail.
Wong has driven Starbucks' expansion from 400 stores in 2011 to over 2,300 cafes in more than 100 Chinese cities now.
The Seattle-headquartered company is eying to operate 5,000 stores in China by 2021.
The world's biggest coffee chain also promoted Leo Tsoi, who was Starbucks China's vice president of store development and design, to the role of chief operating officer for China, according to an e-mailed statement yesterday.
Since last month, Starbucks has been expanding its ready-to-drink coffee beverage business in China by introducing new bottled products tailored for local taste. These products are now found in supermarkets, convenience stores and on e-commerce channels in major Chinese cities.
