Can Starbucks Open in County Towns? What Are the Requirements for Starbucks Coffee Franchise?

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Currently, Starbucks does not offer third-party franchising opportunities, as all stores are operated directly by Starbucks China. Starbucks China has accelerated its expansion into lower-tier markets, and in the future, you'll be able to find Starbucks in third, fourth, and fifth-tier cities, as well as in county towns and small communities.

It's believed that the friends here want to learn about Starbucks franchising because since the Spring Festival this year, "coffee shops in county towns" has been one of the hot topics during people's leisure time.

Whether independent coffee shops or chain coffee shops, they have all been closely eyeing the lower-tier market in the past year, bringing a revolutionary transformation to county areas that were once considered lacking vitality and not in need of cultural consumption.

Why are there more and more coffee shops in county towns?

Influenced by the consumption levels and habits of permanent residents, the development of county town markets has not been taken seriously for many years. For years, people believed that coffee could not thrive in county towns due to price, taste, and the perception that county residents didn't need cultural consumption.

However, in recent years, the impression of coffee among people has undergone significant changes. One reason is the innovation in coffee flavors, making coffee more palatable and appealing; another is the popularization of affordable coffee, changing the perception of coffee as a luxury consumption; and thirdly, coffee has gradually become a daily necessity and habit for urban consumers, with sharing and popularization on social platforms giving more people a new understanding of coffee.

Additionally, as friends who have been drifting in cities gradually move to smaller areas for development, the demand for coffee among town residents has also been increasing. Many young people returning to their hometowns to start businesses have opened coffee shops, while friends who have just returned from cities also need coffee to alleviate their urban nostalgia, simultaneously raising awareness of coffee among those around them.

Due to more people returning to their hometowns to start businesses and the competition for employment opportunities, the overall income level in county towns has been continuously increasing. The purchasing power of local consumers is also growing. There's more demand for trends, social activities, aesthetics, and personalization. Coffee shops and trendy beverage stores that provide social venues have gained increasing attention.

With so many coffee shops in county towns, why does Starbucks always shine so brightly?

"Our small county town! We finally have a coffee shop, and it's Starbucks!" "Located in a small county town in southern Jiangsu, we now have 20 Starbucks stores before we knew it." "Suddenly I realized that the Starbucks in my small county town has been open for over 6 years."

Although there are more and more coffee shops in county towns today, the arrival of each Starbucks can still immediately attract people's photos, shares, and exclamations. Why does Starbucks always shine so brightly? What kind of feeling does having Starbucks in a county town bring to local consumers?

Netizen A: "I always used to think that the place where I lived was backward, but the arrival of Starbucks made me realize that our county town is not what I imagined – it has developed quite well over these years."

Netizen B: "For many people living in cities, the quality and price of Starbucks may not be as impressive as one might think. However, its environment and atmosphere provide an excellent social setting in county towns. As people's living standards improve, they will naturally pursue some cultural consumption."

Netizen C: "Although Starbucks is still priced somewhat expensively, occasional consumption is actually acceptable for most people. While coffee is not a necessity, coffee shops are great places for socializing. For those who have rarely or never been exposed to coffee, the reputation of a big brand makes people feel more at ease."

Well, these are actually some insights from the writer when chatting with friends who have returned to live in towns and mentioning Starbucks.

Some friends also mentioned: "Starbucks might not be anything special in big cities, but for a town that hasn't changed significantly for many years, the arrival of Starbucks makes people here happy. Because a coffee shop that could only be seen in big cities can now be enjoyed near home, proving that the town's development has made great progress over these years."

Perhaps it is precisely the contrast between the impression Starbucks has always given people and its expansion into lower-tier markets that makes consumers clearly feel the development of their hometowns and the improvement of people's living standards.

What are the prospects for Starbucks' development in county towns?

For big cities, the demand for coffee may have shifted from social functions to functional beverages, but for town areas, the coffee market is just beginning, so the demand for coffee shops still primarily serves social functions.

As an internationally renowned chain coffee brand, Starbucks is more appealing to consumers who have had limited exposure to coffee. Whether each consumption experience is satisfactory and worthwhile is determined by the consumer. Everyone's needs for visiting coffee shops are different, and as long as consumers themselves feel satisfied, the most direct manifestation is repeat purchases.

When Starbucks China announced the acceleration of its expansion into lower-tier markets last year, Chief Operating Officer Liu Wenjuan also stated: "Consumers in county-level markets will have more scenarios for coffee consumption due to social needs."

Starbucks' third place function has also returned to its original purpose in towns, providing a place for people to relax and rest. People no longer bring their laptops but instead meet with three or five friends to chat and unwind.

I remember the title of an article once read: County towns don't need coffee, but they need coffee shops.

Image source: Internet

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