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Why Starbucks Failed Badly To Make Teavana Enter Heaven

teasenz — Sun, 06 Aug 2017 08:10:13 +0000

During the end of 2012, Starbucks announced its acquisition of Teavana, a high-end retailer of loose leaf tea. The coffee chain dreamed big and announced in 2014 that it was ready to conquer the 90 billion dollar tea market. In 2016 the company also decided to accelerate the brand in Asia. Yet recently, Starbucks announced that it’s closing all its 379 Teavana stores. While most people who aren’t into tea might not find it strange, it came as a huge surprise for the tea community. See for example discussions on forums such as Reddit and Steepster. So what happened? Why did Starbucks fail so badly in making Teavana a big success? See below our analysis: 1. Tea Isn’t Coffee. Tea isn’t coffee. Yes, both beverages contain caffeine and are therefore often categorised together. Yet, it’s fair […]

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Starbucks Tries It Again, Starts Selling Milk Tea in China

teasenz — Sun, 28 May 2017 08:57:06 +0000

One time I walked into a Starbucks in China and found that they’re selling authentic Chinese tea such as Biluochun green tea and Jasmine tea in tins. I found it strange, since Starbucks wouldn’t be my place to buy real tea. I don’t think most Chinese would either. Recently, Marketing Interactive reports that Starbucks tries again to enter the tea market. Now with bottled milk teas sold in supermarkets and online. Is it gonna work? I’ve my doubts. In 2016, Starbucks also introduced Teavana teas in China as reported by Bloomberg. This line of teas doesn’t really compete with the authentic Chinese teas, but rather competes with the bubble tea chains that that have been extremely successful. Yet, I don’t think it worked out well. I don’t know any friends who go to Starbucks for an iced tea. […]

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Global Starbucks Succeeds In Tea Oriented China By Adopting Local Strategies

teasenz — Thu, 26 Jun 2014 03:35:16 +0000

Though we recently discussed the decline and exit of Nestea (a Coca Cola & Nestle Joint Venture) in China, Starbucks continues to sell the average cup of coffee above for 5 USD in China with high volume. With about 1100 stores the American coffee chain has achieved its last year’s target and has become the market leader in the coffee industry in China with another 400 stores opening by the end of 2015. This year it will shift its focus from central locations to expanding into local communities. According to the chain, employees will start promoting the brand by building connections with local communities, by being part of local projects and organizing volunteering activities. “It’s a market where we continue to see traction around the Starbucks experience, and there are a number of things that […]

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Starbucks Opening Teavana ‘Tea Bar’ in New York

teasenz — Mon, 27 Jan 2014 08:36:34 +0000

Starbucks, the global coffee giant is opening it’s first tea bar in New York, according to the Huffington Post. To industry insiders this doesn’t come at a surprise, as the company successfully managed to commercialize the coffee culture worldwide, it’s now planning to do the same with tea. In addition, this is a logical step after the company acquired about 300 Teavana shops. The Seattle-based company says Teavana Fine Teas + Teavana Tea Bar will serve sweets and other foods including flatbreads and salads ranging in price from about $3 to $15. Drinks will include novelties such as a Spiced Mandarin Oolong tea, according to a preliminary menu. Huffington Post There is absolutely no doubt that a company like Starbucks has the management talent and marketing skills in the beverage industry to pull it off […]

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Starbucks Aims for 1000 Stores in China in 2013

teasenz — Sun, 29 Sep 2013 14:43:20 +0000

You might think that Chinese people are only used to drinking tea, but the middle class is growing. It’s exactly this segment that is who is curious about western goods, including Coffee. You don’t have to like it, but if you hold a cup of coffee with the Starbucks logo, you feel more sophisticated. Starbucks has become a kind of status symbol in China, where a smallest Frappucino sells for about 5 USD. According to Investorsplace.com, it’s therefore not a surprise that the successful coffee chain has announced the news that they are aiming for over a 1000 stores in 2013 in the Middle kingdom. One of the main reasons for Starbucks’ success, is the fact that Chinese tea companies haven’t been able to come up with a successful tea chain that gives the busy […]

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