Wong, who was simply born in Hong Kong, educated in Canada which is now situated in Shanghai, mentioned Starbucks might enter 10-15 new urban markets in China every year, while ongoing its transmission in megacities where it’s taken hold.
"There are many space to infill in third and 4th tier urban centers where we have already opened up up – Beijing, Guangzhou, Shenzhen, Shanghai," mentioned Wong.
Coffee consumption inside the world’s second finest economy remains well below individuals of Europe as well as the US, and market investigator Euromonitor predicts that retail revenue of fresh coffee will create a substance annual rate of development of 17 % in China.
However, competition in China may also be intensifying. While other worldwide coffee chains like Costa Coffee scramble to obtain business, independent cafes also provide sprang up and so are showing to become magnet for youthful affluent Chinese attempting to "differInch.
Starbucks lately unveiled promises to increase its upscale Reserve brand, where baristas prepare coffee using exceptional methods, for instance siphon brewing.
"You need to ensure we open stores that are not cookie cutters," Wong mentioned. In their new role Wong makes up about the planned 2017 opening in the first worldwide Starbucks Roastery and Reserve Tasting Room in Shanghai, which, at 30,000 sq feet, might be two occasions how big the first Dallas outlet launched in 2014.
The roastery can be a theater-style Starbucks serving coffee connoisseurs more discerning in regards to the pinto beans and roasting. It’ll be put on West Nanjing Road, among Shanghai’s most pricey shopping districts.
"Shanghai Roastery will most likely be much better than the Dallas one," mentioned Wong, declining to supply more information on just what the showpiece would appear like – aside from to hint advertising online being as being a "second Disneyland in Shanghai". "It will attract not only individuals Shanghai but attract plenty of vacationers in China," she added.
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