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CEO back downs,Starbucks will influence coffee industry a lot

Although living in the era where the third wave of specialty coffee is the main topic, Starbucks, this iconic
second wave specialty coffee, can still grabs people’s attentions as it makes every move. In 2016, Starbucks has
also made a lot of actions：
Starbucks Cold Brewed Series

In April 2016, the cold brewed coffee, which was sold only in Starbucks
> > Reserve, now appears on every menu in other regular Starbucks stores. At
the same time, Starbucks also includes the exclusive coffee bean combina-
tion for the cold brewe. The equipment Starbucks uses to make the cold
brewe is called Toddy Brewer, it usually takes about 14 hours to extract the
liquid under room temperature. Other coffee brands had announced their
cold brewed coffee in early years, however this year the cold brewed coffee
became more popular under the great influences of Starbucks. At the
end of this year, Starbucks will bring the North American’s favorite nitro
coffee into China, right now only two Starbucks Reserve in Shanghai and
Beijing provide limited cups of nitro coffee.
Marching into the tea market

In August 2016, Starbucks officially introduced Teavana to the Chinese market, with two iced shaken tea
products: Iced peach green tea (or oolong) and iced grapefruit honey black tea. Early in 2012, Starbucks bought
Teavana, which is a specialty tea and tea accessory retailer based in Atlanta for 6.2 billion dollars. As the Teavana
series are introduced, Starbucks says looking into the potentials of Chinese tea market, Teavana is a very impor-
tant strategy point for Starbucks. In the next five years, Starbucks will plan to increase their tea business into 30
billion dollars.

Starbucks Roast Dream Factory The Change of the Top Management

Another exciting news for the coffee lovers is In October 2016, former president of Starbucks in
that at the end of 2017, Starbucks will open their China Jingying Wang was promoted to CEO, and Delin
second worldwide roast factory at Xingye Taiguhui Cai as COO in China. Despite the changes of the top
on West Nanjing Road in Shanghai’s downtown management in Asia, another imminent matter is going
area. There will be about nine sections include the to happen at the end of this year: former CEO Howard
roast factory itself, café, products exhibitions and Schultz, age 63, is going
a diner, it will have a live display of information to reassign his position to Kevin Johnson/Howard Schultz
about coffee (information includes what kind of the board director of the source：Business Wire
coffee bean is roasting and the background of this company in April 2017, he
coffee bean, etc.), it will even have a counter for is going to focus on the de-
selling coffee bean like the one in Public Market signs, innovations and de-
Center in Seattle. In the roast factory, the menu velopments of Starbuck Re-
will be redesigned from the regular store. In the serve. Although the share
only one opened in Seattle, the menu includes price of Starbucks dropped
latte, cappuccino and 37 other coffee mix drinks, 11% once the word was out,
and also it has different coffee beans that change it is not a bad idea if this
over time. Additionally, on march 31st 2016, Star- change of the company is
bucks chose to bring Starbucks Evenings, which is going to help Starbucks to
already out in N.A and British market, into Tokyo, strengthen their lines of
Japan for the first time. Furthermore, Starbucks quality coffee, and it is go-
plans to open a roast factory in both Tokyo and ing to continue boosting
New York in 2018. the quality of the brand.

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