85°C Plans 20 New Stores in Fujian This Year

When a well-known international cafe chain expands quickly, customers expect great coffee—but also consistent service and food safety. That’s the challenge now facing 85°C in Fujian, where rapid growth over the past decade has brought both praise and scrutiny.

This year, 85°C plans to open 20 new stores in Fujian, mainly in Fuzhou and Xiamen, but the pace is slower than before. The company wants to strengthen operations in its most established cities rather than spread too thin.

85°C’s Growth in Fujian So Far

Since opening its first store in Fuzhou in October 2010, 85°C has launched 29 cafes across Fujian, including in major cities like Xiamen, Quanzhou, Zhangzhou, Putian, Fuqing, Changle, Pingtan, and Shishi. The brand first entered Fujian with a store on Shengfu Road in Fuzhou, which was well received and led to wider expansion.

Why the Slower Pace in 2024?

85°C’s regional manager for southern China, Wu ZhenSong, explained that while the 20-store target for 2024 is lower than previous plans, the focus is now on deepening presence in mature markets such as Fuzhou and Xiamen. The goal is to stabilise operations and consolidate growth rather than rapidly increase store numbers.

Wu noted that 85°C entered Fujian aggressively. The first store opened in 2010, and by 2011 the company had merged all Fujian outlets under one management firm. A large central kitchen in Xiamen’s Torch Hi-Tech Zone opened in 2012, marking a high-growth phase. But rapid expansion strained staff training and store management, leading the company to slow down and prioritise service and food safety improvements.

Addressing Public Concerns

When asked about negative online feedback, Wu acknowledged media and consumer attention, stating that the company investigates every claim seriously, regardless of its validity. He said 85°C is also engaging in community activities, such as a planned Mother’s Day event at the new Quanzhou store, aiming to strengthen its local reputation through genuine engagement rather than publicity stunts.

Brand Background

85°C is a well-known Taiwanese chain famous for bread, coffee, and baked goods. It operates more cafes globally than any other coffee and cake brand, with locations in China, the U.S., and Australia. Since entering mainland China in 2007, 85°C has built over 380 stores in cities like Shanghai, Beijing, Hangzhou, Nanjing, Tianjin, and Shenzhen. Most locations offer 24-hour service and delivery.

The chain is also praised for baking dough fresh daily—discarding unused portions the next day—and for launching over ten new products every month. These practices have helped build its reputation for quality and innovation since its debut.

Frequently Asked Questions

How many 85°C stores are currently in Fujian?

As of the latest report, 85°C operates 29 stores across Fujian, including locations in Fuzhou, Xiamen, Quanzhou, Zhangzhou, Putian, Fuqing, Changle, Pingtan, and Shishi.

How many new stores does 85°C plan to open in Fujian in 2024?

85°C plans to open 20 new stores in Fujian this year, with a focus on Fuzhou and Xiamen.

Why is 85°C slowing its expansion in Fujian?

The company is slowing expansion to focus on improving service quality, staff training, and food safety in its existing and most developed markets, especially Fuzhou and Xiamen.

What challenges has 85°C faced in Fujian?

85°C has faced criticism online, partly due to rapid growth outpacing its ability to train staff and manage stores consistently. The company is now addressing these issues to rebuild consumer trust.

Does 85°C run any community or public events in Fujian?

Yes, 85°C plans to host a Mother’s Day event at its new Quanzhou store, aiming to engage with the local community in a meaningful way.

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