Guangzhou, China
The Coffee Club has entered the emerging Chinese coffee drinking market, opening it's very first café in the Yuexiu District in Guangzhou.
“The Coffee Club in Guangzhou will be a Coffee Club as you would see it in Australia, so the menu will remain 95 percent the same. It will be a destination, which will give us a clear point of difference against other coffee chains in China. We believe the Guangzhou locals and businesses will adopt The Coffee Club brand quite quickly and embrace our signature coffee blend and café culture.” – Nick Vincent, General Manager (Marketing)
WHY CHINA?
John Lazarou, Director of The Coffee Club, said now is the perfect time for the business to enter China, with a strong coffee culture growing in the country despite most Chinese traditionally drinking tea.
“With over 1.3 billion people, a growing middle class and general elevation of living standards, many tea drinkers are starting to switch to coffee to feel more cultured,” Mr Lazarou said.
“Coffee drinking is seen by Chinese as a sign of western sophistication and therefore a luxurious commodity — with aspirant young professionals seeking it as part of a modern lifestyle.