Starbucks getting even more aggressive in China — doubling store count

Starbucks Corp. announced its most ambitious expansion plans to date for China, and also named its first CEO for the country.



Starbucks said it plans to double its store count in China, growing to 5,000 stores by 2021. Overseeing the expansion will be Belinda Wong, who has promoted from president to CEO of Starbucks China, effective immediately.



Starbucks said Wong has been instrumental in its growth in China, expanding its store portfolio from 400 locations in 2011 to over 2,300 stores today. 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. In her new 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, a 30,000-sq.-ft. store in Shanghai, in 2017.



In another appointment, Leo Tsoi, who most recently has served as Starbucks China’s VP of store development and design, has been promoted to COO of Starbucks China.