One time I walked into a Starbucks in China and found that they’re selling authentic Chinese tea such as Biluochun green tea and Jasmine tea in tins. I found it strange, since Starbucks wouldn’t be my place to buy real tea. I don’t think most Chinese […]
Tag: starbucks china
Though we recently discussed the decline and exit of Nestea (a Coca Cola & Nestle Joint Venture) in China, Starbucks continues to sell the average cup of coffee above for 5 USD in China with high volume. With about 1100 stores the American coffee chain […]
Starbucks, the global coffee giant is opening it’s first tea bar in New York, according to the Huffington Post. To industry insiders this doesn’t come at a surprise, as the company successfully managed to commercialize the coffee culture worldwide, it’s now planning to do the same with tea. In addition, this is a logical step after the company acquired about 300 Teavana shops.
The Seattle-based company says Teavana Fine Teas + Teavana Tea Bar will serve sweets and other foods including flatbreads and salads ranging in price from about $3 to $15. Drinks will include novelties such as a Spiced Mandarin Oolong tea, according to a preliminary menu. Huffington Post
There is absolutely no doubt that a company like Starbucks has the management talent and marketing skills in the beverage industry to pull it off and make Teavana expand rapidly. However, years of experience in the coffee industry could at the same time results in blind spots that Starbucks is not able to recognize in the tea industry.
What I find even more interesting is whether Teavana will successfully enter traditional tea markets such as Japan and China. One reason why they won’t succeed is the fact that there is almost no Starbucks coffee shop in Italy, the traditional coffee country. Will the Chinese and Japanese accept commercialized tea?
You might think that Chinese people are only used to drinking tea, but the middle class is growing. It’s exactly this segment that is who is curious about western goods, including Coffee. You don’t have to like it, but if you hold a cup of […]