Starbucks to open 1,500 more cafes in US
Another Starbucks may soon pop up around the corner, with the world’s biggest coffee company planning to add at least 1,500 cafes in the U.S. over the next five years.
Starbucks said Wednesday that it plans to boost the number of locations in its biggest market by about 13 percent by 2017. In the broader Americas region, the company plans to add a total of 3,000 new cafes by that time.
Starbucks also is planning to expand overseas, particularly in China, which is expected to surpass Canada as Starbucks’ second-biggest market in the next two years. By that time, Starbucks says it will have 20,000 stores globally, up from about 18,000.
The upbeat expansion plans mark a turnaround from Starbucks’ struggles during the recession.
After hitting a rough patch, the company brought back founder Howard Schultz as CEO in 2008 and embarked on a massive restructuring effort that included closing 10 percent of its U.S. stores.
Cliff Burrows, who heads Starbucks’ domestic business, said the problem wasn’t that Starbucks was over- saturated, but that the company hadn’t been careful about its store openings.
In the years leading up to the downturn, the company was opening more than 1,000 stores a year. That led to cafes in locations where signs or traffic might not be optimal, he said.
Burrows said Starbucks has gotten more sophisticated and noted that the cafes opened in recent years are among the company’s best performers. Sales at new cafes are averaging about $1 million a year, for example, above the company’s target of $900,000. It costs about $450,000 to build a new cafe.
The continued U.S. sales growth will be fueled by the new products, such as Evolution premium juices and Via single-serve coffee packets.