Business Intelligence on Retailing, Franchising, and Consumerism in China

Starbucks Makes Bold Move To Control Coffee Shops In Mainland China

Starbucks announced that it has signed an agreement with Hong Kong Maxim's Caterers Limited, Starbucks' joint venture partner in southern China, to gain a 100% stake in over half of Starbucks coffee shops in mainland China.

Under this agreement, Starbucks will gain the full ownership of its coffee shops in Guangdong, Hainan, Sichuan, Shaanxi, Hubei, and Chongqing; in return, Maxim will gain the remaining stake previously owned by Starbucks in Hong Kong and Macau.

John Culver, president of Starbucks, said in a statement that to realize the full holdings of Starbucks coffee shops in the middle, southern, and western areas of China is one of the company's strategic plans to establish China as the second largest market of Starbucks, following the U.S. market. This move is also reportedly a part of Starbucks' plan to increase the number of its chain coffee shops in mainland China to 1,500 by 2015.

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