Starbucks Targets 5,000 Stores in China by 2021
Starbucks Coffee Company announced Wednesday the promotion of Belinda Wong from president to chief executive officer (CEO) of Starbucks China.
According to Starbucks, Wong has been instrumental in Starbucks growth in China – from 400 stores in 2011 to over 2,300 stores today.
In this role, Wong will oversee Starbucks plans to double its scale to operate 5,000 stores in China by 2021. She will continue to report to John Culver, group president, Starbucks Global Retail.
Wong joined Starbucks in January 2000 and has held a number of leadership roles across the Starbucks China and Asia Pacific region.
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In her elevated role, Wong will focus on the overall long-term growth strategy and lead the innovation pipeline for Starbucks China.
She will be responsible for key areas, including the vast digital and e-commerce opportunities across the market and overseeing the opening of the first international Starbucks Reserve Roastery in Shanghai in 2017.
Leo Tsoi, who most recently has served as Starbucks China’s vice president (VP) of Store Development and Design, has also been promoted to the role of chief operating officer (COO) of Starbucks China.
As COO, Tsoi will continue to scale and deepen Starbucks store footprint, transform the infrastructure in the market, implement key operational systems, and evolve the Food business to elevate the customer experience in China.
As VP, Store Development and Design, he and his team accelerated Starbucks store growth to 550 new stores, including flagship stores, high profile coffee-forward stores, and 75 Starbucks Reserve bars and more than 380 Pour Over bars for Starbucks customers.
Since joining the company in 2012, Tsoi has led several key areas of the business as chief marketing officer (CMO) and VP, North China.
Starbucks said both Wong and Tsoi’s roles are effective immediately.
Photo courtesy: Starbucks
