Starbucks Reveals New China CEO, Plans 5,000 Stores by 2021

By | Oct 19, 2016 09:31 AM EDT
 A new holiday Starbucks cup is viewed on November 12, 2015 in New York City.

A new holiday Starbucks cup is viewed on November 12, 2015 in New York City. (Photo : Getty Images)

American coffeehouse Starbucks announced on Wednesday it is promoting company executive Belinda Wong to chief executive for China and revealed its plan to increase its store count to 5,000 by 2021.

"In her elevated role, Wong will focus on the overall long-term growth strategy and lead the innovation," Starbucks said in a statement.

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Wong will oversee not only the expansion of the current 2,300 Starbucks outlets to 5,000 branches in China but also the opening of Starbucks' first international Roastery and Reserve Tasting Room in Shanghai next year, according to Reuters.

"It is a privilege and honor to be appointed to lead Starbucks business in China during this important time," Wong said. "There continue to be tremendous opportunities for Starbucks in China and I look forward to further elevating the mission and values of our company through growth and innovation for our Chinese partners and customers."

Before joining the Starbucks team in 2000, Wong served as a marketing manager in McDonald's China Development Company. And she was the president of Starbucks China before she assumed her new position, the Wall Street Journal reported.

Leo Tsoi, Starbucks China's vice president of store development and design, has also been promoted to chief operation officer for China.

Meanwhile, Starbucks has been extending its ready-to-drink coffee beverage in China as it started introducing new bottled lines made especially to suit the local palate, Shanghai Daily reported. The products are now available on convenience stores, supermarkets, and e-commerce platform in major Chinese cities since September.

Starbucks has been operating in China for nearly two decades. It has been a key development market for the coffee chain. 



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