Starbucks New Pricing in China

Write: Hesper [2011-05-20]

As other cafes raise prices of their products, Starbucks can no longer withstand the pressure. However, Starbucks did not provide higher prices for all its foods and drinks and the company chose to lower some of them. Meanwhile, the leading coffee chain becomes interested in retail market besides its chain restaurants.

Starbucks branch company in the Greater China Region (GCR) told reporters yesterday that it would readjust its pricing all over China. For instance, the price of Frappuccino Blended Coffee in its chain stores will rise on average by 1 to 2 Yuan due to the price hike of its ingredients.

Li Jing, PR Manager of Starbucks GCR Company, says that in order to better serve the customers the coffee chain will lower the prices of some products by 1 to 2 Yuan, which include the popular Vanilla Latte and Plus Series , i.e. drinks plus cream or plus syrup.

Starbucks rivals decide to wait and see. Costa and Coffee Beans, two British coffee chains, have no plan yet to raise prices.