The world’s largest chain of coffee shops plans to open at least 22,000 new establishments in different countries all over the world in the next ten years.
For people living in many cities, it would seem that Starbucks is already on every corner. But the company does not intend to stop there. During an investor event, the company announced a plan to increase the number of points from 33000 today to 55000 by 2030.
The company is betting on new coffee shops, including smaller ones, and geared toward self-checkout. It will attract more customers and “beat them out” of competitors. Stakes will be made in those regions where the Starbucks brand is not yet represented or is not particularly popular. The chain will pay particular attention to the suburbs, not only to densely populated areas. And this will be possible precisely because of the emergence of new formats.
During the coronavirus pandemic, the company’s sales in the usual format establishments in city centers decreased markedly. Simultaneously, small suburban coffee shops and outlets working exclusively with take-out also showed an increase in sales. Overall, the chain is doing quite well, despite all the economic difficulties caused by the pandemic.
At the same time, Starbucks plans to expand all sorts of loyalty programs, hoping to attract consumers’ attention. The menu will also be expanded to include new oat milk-based drinks. The company has previously tried them in some establishments in the U.S. Starbucks plans to introduce them across the board. The new line includes an iced espresso cocktail made with brown sugar and oat milk.
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