Coffee giant Starbucks aims to widen its range of mainland investments, including an expansion outside of its core business.
Starbucks China and Asia-Pacific president John Culver said the company's plans included introducing a new line of premium single-cup coffee and machines, entering the 'energy drink' category, and developing its fruit juice stores.
'We are ramping up investments in ... staffing, training, development and systems,' Culver said, without disclosing the cost of these activities.
Seattle-based Starbucks, which posted a 16 per cent year-on-year increase in total revenue to US$3.4 billion in its fiscal first quarter ended January 1, has about 10,000 staff on the mainland and directly owns stores in 44 cities. 'We're closing in on 600 stores in the coming months,' Culver said, adding that Starbucks was 'on track' to have 1,500 stores in more than 70 mainland cities by 2015.
He said the company also saw 'a big opportunity in [mainland] China' for extending its coffee business into mainland consumers' homes and offices.
The new Verismo system makes espresso drinks and brewed coffee one cup at a time. Slated for release later this year, Verismo machines, single-cup coffee and milk pods will be sold at some Starbucks stores and specialist retailers in the United States, Canada and selected international markets.
'We're working on our rollout plans right now,' Culver said.