Starbucks’ five year plan for China boldly includes targets like tripling revenue and opening stores every 15 hours through 2022. The strategy, explained Starbucks CEO Kevin Johnson, will help the company weather uncertain geopolitics and compete with companies like Yum! Brands for international food chain market share. With 3,300 stores already, China is set to be Starbucks’ largest market within a decade.
Whether or not Starbucks achieves its market objectives, it will likely remain a major business player in China and globally. If the company does overtake Yum! Brands as the leading international food chain, what systemic shifts might occur? How does the ecological footprint of starbucks stores and products compare with that of KFC or Pizza Hut (both Yum! brands)? Furthermore, what effect will Starbucks’ expansion have on employment (Starbucks or otherwise) and environmental footprint in the country, as well as for other countries in the region?