Fri, Apr 10, 2015 - Page 14 News List

Starbucks eyeing more specialty outlets: President

MARKET POSITIONING:President Starbucks said it planned to garner higher market share by offering services such as latte art and providing free Internet

By Amy Su  /  Staff reporter

President Starbucks Coffee Corp (統一星巴克) yesterday said sales this year are expected to increase from NT$7.7 billion (US$246.56 million) last year through service upgrade and establishment of more specialty outlets.

“Sales of Taiwan’s coffee market are about NT$60 billion a year,” President Starbucks president John Hsu (徐光宇) told a media briefing.

Hsu said President Starbucks, whose revenue accounts for betwen 10 percent and 15 percent of the local coffee market, still has room to grow its market share in Taiwan.

He did not elaborate.

The coffee chain, a joint venture between President Chain Store Corp (PCSC, 統一超商) and the Seattle-based coffee giant, has 346 outlets in Taiwan.

President Starbucks yesterday announced plans to upgrade its services, such as by making latte art and expanding free Internet service, to increase customer loyalty.

Through the service upgrade, Hsu said the company expects to attract more people to the brand and further expand the overall coffee market in Taiwan.

In addition, President Starbucks aims to raise the number of themed outlets to up to 15 percent of its total outlets, from 10 percent.

The chain’s total stores in Taiwan may reach 365 by the end of this year, before exceeding 400 next year, Hsu added.

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