Starbucks Coffee Company (Nasdaq:SBUX) today announced the expansion of
its long-term relationship with Hong Kong Maxim’s Group to now operate
Starbucks® stores in Vietnam. Scheduled to open the first Starbucks®
store in Ho Chi Minh City in early February 2013, Starbucks reiterated
today that Asia continues to be a significant growth driver for the
Company and is proud to be partnering with Hong Kong Maxim’s Group to
enter Vietnam this year.
Starbucks has granted Hong Kong Maxim’s Group subsidiary, Coffee
Concepts (Vietnam) Limited, the license agreement for the Vietnam market
and both teams are incredibly pleased to expand the relationship beyond
Hong Kong and Macau. Coffee Concepts (Vietnam) Limited will be Starbucks
licensee for operating Starbucks stores in this dynamic market,
delivering the legendary Starbucks Experience to customers, and
maximizing the growth potential of the Starbucks brand in Vietnam.
“Vietnam is one of the most dynamic and exciting markets in the world
and we are proud to add Vietnam as the 12th market across the China and
Asia Pacific region,” said John Culver, president, Starbucks China and
Asia Pacific. “Starbucks is deeply respectful of Vietnam’s long and
distinctive local coffee culture. We know coffee is a national pride for
many Vietnamese and as such, we look forward to contributing and growing
Vietnam’s already vibrant coffee industry. As we continue to source more
Vietnamese high-quality, arabica coffee we want to leverage our
scale to bring the best of Vietnam’s coffee traditions to the rest of
the world.”
Starbucks has built the brand by delivering a consistent, authentic
in-store experience to customers around the globe. The Starbucks
Experience is built on sourcing high-quality arabica coffee,
delivering high-quality product innovation and surprising and delighting
customers with an uplifting experience through engaged, passionate and
knowledgeable baristas.
“Our partnership with Starbucks has more than 10 years of history and we
are proud to deliver the Starbucks Experience to our customers in
Hong Kong and Macau today,” said Michael Wu, Chairman and Managing
Director, Hong Kong Maxim’s Group. “We are looking forward to leveraging
our expertise and deep understanding of the Starbucks brand to welcome
Vietnamese customers to our stores, earning their trust and respect with
the unparalleled Starbucks Experience, known by customers around
the globe.”
With 41-years of coffee heritage and expertise, Starbucks is the coffee
leader globally and has built the brand on its passion and pursuit of
the highest quality coffee. Starbucks already purchases a notable amount
of some of the highest-quality arabica coffee from Vietnam and is
committed to sourcing more arabica coffee from the Vietnam region
over the long-term. Starbucks will continue to promote responsible
business practices and production standards within its existing and
prospective supply chains and will work closely with local coffee
farming communities to elevate the quality of arabica coffee and
introduce customers globally to the rich Vietnamese coffee heritage.
“Starbucks provides much more than just the best cup of coffee — we will
offer a community gathering place where people come together, connect
with family and friends and celebrate the local Vietnamese coffee
culture and heritage,” said Jinlong Wang, president, Starbucks Asia
Pacific. “We are looking forward to serving our customers in Vietnam in
an authentic and locally relevant way. Specifically, we hope customers
will join us in the stores to personalize their favorite Starbucks®
beverage and experience the unique third place between work and home
that Starbucks is known for globally.”
Starbucks today operates more than 3,300 stores across 11 countries in
the China and Asia Pacific region. Through its licensed partner, Coffee
Concepts (Hong Kong) Limited, a subsidiary of Hong Kong Maxim’s Group,
Starbucks operates more than 130 stores in Hong Kong and Macau.
About Starbucks
Since 1971, Starbucks Coffee Company has been committed to ethically
sourcing and roasting the highest-quality arabica coffee in the
world. Today, with stores around the globe, the company is the premier
roaster and retailer of specialty coffee in the world. Through our
unwavering commitment to excellence and our guiding principles, we bring
the unique Starbucks Experience to life for every customer
through every cup. To share in the experience, please visit us in our
stores or online at www.starbucks.com.
About Hong Kong Maxim’s Group
Founded in 1956, Hong Kong Maxim’s Group now operates over 760
outlets in Hong Kong and China. The Group offers a diversified service
comprising Chinese, Asian and European restaurants, fast food outlets,
cake shops, coffee shops, Japanese chain restaurants and institutional
catering, while providing a range of festive products, spanning from
mooncakes, Chinese New Year puddings, rice dumplings to Chinese
preserved meat. Hong Kong Maxim's Group also operates air catering
services at 11 airports in China, including Beijing and Shanghai,
through joint ventures.
