Starbucks to Double China Stores in Five-Year Plan

When major global brands announce multi-year plans, coffee professionals and enthusiasts alike pay close attention—not just for what’s being said, but for what it signals about future trends in retail, product innovation, and market focus. So when Starbucks, one of the most recognized coffee names worldwide, laid out its five-year roadmap in a public investor update, industry watchers weren’t just hearing a corporate update—they were seeing the blueprint for how one of the biggest coffee companies plans to evolve across markets, especially in high-growth regions like China.

Yes, Starbucks plans to double its number of stores in China by 2019 and expects global revenue to hit $300 billion—more than double its 2014 fiscal year earnings. That growth will come from expanded store networks, new product categories, a focus on digital, and the rollout of its premium Reserve coffee in select locations.

Starbucks’ Seven-Part Growth Strategy

In a presentation to investors, CEO Howard Schultz outlined seven key strategies designed to drive Starbucks’ expansion through 2019. These include aggressive store expansion, the development of its Teavana tea brand, a big push into digital engagement, and new revenue streams such as food and evening offerings. The goal is clear: transform Starbucks from a simple coffee shop into a full-service lifestyle brand with deeper customer connections both in-store and online.

China Expansion: Doubling Down on Store Growth

Starbucks China confirmed it will double its store count in the country over the next five years. As of the announcement, the company had just opened its 1,500th store and was on track to open a new location every 18 hours. In 2014, Starbucks was already opening one new store per day on average in China—a pace it plans to significantly accelerate. Most of these new stores will be located in key urban centers, further entrenching the brand in tier-one cities like Beijing, Shanghai, Guangzhou, and Shenzhen.

Premium Coffee: Starbucks Reserve Launches in Select Chinese Cities

While the U.S. has seen the introduction of evening food and beverage options—including beer and wine—those concepts haven’t yet been slated for China. However, Starbucks is still delivering a more premium experience in the region. In eight Chinese cities, the company has launched Starbucks Reserve, offering single-origin and specially roasted coffees in a more curated environment. These Reserve locations represent a fusion of café and roastery, though currently only one such combined facility exists globally. The Reserve coffee served in China’s eight locations is sourced from this global experiential outlet.

Evening Experiences & Food Revenue Push in the U.S.

Although not part of the immediate China plans, Schultz revealed that Starbucks intends to roll out “Starbucks Evening” experiences in 20–25% of its U.S. stores by the end of the 2019 fiscal year. These evening offerings will include small bites like cheese plates, vegetables, and pizza, as well as beer and wine. The company expects this initiative alone to contribute an additional $1 billion in revenue over five years. Alongside this, Starbucks plans to boost its U.S. food sales to over $40 billion by expanding its dinner offerings and improving food-meets-coffee pairings.

Digital Engagement & Teavana Development

Another pillar of Starbucks’ strategy is deepening digital interaction, although specific China-related digital plans were not detailed in the announcement. Separately, the company is investing in building its Teavana brand as a standalone concept, aiming to establish it as a key player in the global tea market. These moves are all part of broadening Starbucks’ appeal beyond the traditional coffee customer base and creating multiple entry points for consumer engagement.

Frequently Asked Questions

How many stores does Starbucks plan to have in China by 2019?

Starbucks aims to double its China store count by 2019. As of the 2014 announcement, the company had just opened its 1,500th store and was opening new locations at a rate of one every 18 hours, with a goal of eventually having twice as many stores as it operated at that time.

What is Starbucks Reserve and where is it available in China?

Starbucks Reserve offers single-origin and specially roasted coffees in a curated, premium environment. In China, eight cities currently have Starbucks Reserve locations, mainly in first-tier cities. These stores provide a unique coffee experience, though the full roastery-café concept is still rare, with only one such global location currently existing.

Will Starbucks bring its evening food and drink concepts to China?

As of the 2014 announcement, Starbucks had no immediate plans to introduce its U.S.-based evening menu—which includes beer, wine, and small bites like pizza—to China. However, the company continues to expand its product range in China, including the addition of Reserve coffee in select cities.

What is Starbucks’ global revenue target for 2019?

Starbucks’ CEO announced a target of $300 billion in global revenue by 2019, more than double the company’s 2014 fiscal year earnings. This goal is part of a broader five-year strategy that includes store expansion, product diversification, and enhanced digital integration.

How fast is Starbucks expanding in China compared to previous years?

In 2014, Starbucks was opening one new store per day in China. For 2015 and beyond, the company plans to accelerate this pace significantly, aiming to open a new store every 18 hours and ultimately double its store footprint in the country by 2019.

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