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

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As of now, Starbucks offers no third-party franchise program, because every store is run directly by Starbucks China. Starbucks China has sped up its push into lower-tier markets, and in the future you will be able to find Starbucks in third-, fourth- and fifth-tier cities, in county towns and in small communities.

Chances are the friends reading this want to understand Starbucks franchising because, since this year's Spring Festival, "coffee shops in county towns" has been one of the hottest topics people bring up in their spare time.

Independent shops and chains alike have spent the past year eyeing the lower-tier market, bringing something close to a revolution to county areas that were once considered to lack vitality and to have no need for cultural consumption.

Why Are There More and More Coffee Shops in County Towns?

Shaped by the spending levels and habits of permanent residents, the county-town market went unappreciated for years. People long assumed coffee could not take root in county towns because of price, taste, and the belief that county residents had no need for cultural consumption.

In recent years, though, the way people see coffee has changed a great deal. For one thing, flavor innovation has made coffee more palatable and more appealing; for another, the spread of affordable coffee has erased the idea that it's a luxury; and third, coffee has gradually become a daily habit for urban consumers, while sharing and buzz on social platforms have given more people a fresh understanding of it.

On top of that, as friends who once drifted in big cities gradually move to smaller places to build a life, demand for coffee among town residents keeps rising. Many young people who return home to start businesses open coffee shops, and those who have just come back from the city still need coffee to ease their urban nostalgia, which in turn raises awareness of coffee among the people around them.

With more people returning home to start businesses and more competition for jobs, overall income in county towns has been climbing steadily, and local purchasing power is growing with it. Demand for trends, socializing, aesthetics and personalization is stronger than ever, and the coffee shops and trendy drink stores that offer a place to socialize are drawing more and more attention.

With So Many Coffee Shops in County Towns, Why Does Starbucks Still Shine So Brightly?

"Our little county town finally has a coffee shop, and it's Starbucks!" "We're in a small county in southern Jiangsu, and before we knew it we had 20 Starbucks stores." "It suddenly hit me that the Starbucks in my county town has been open for over 6 years."

Although there are more coffee shops in county towns today than ever, each new Starbucks still draws photos, shares and exclamations right away. Why does Starbucks always shine so brightly, and what does having one nearby make local consumers feel?

Netizen A: "I always thought the place I lived was backward, but Starbucks opening here made me realize our county town isn't what I pictured at all; it has come a long way over the years."

Netizen B: "For many people living in cities, Starbucks may not be as impressive in quality or price as you'd think. But its environment and atmosphere make for an excellent social setting in a county town. As living standards rise, people naturally start pursuing cultural consumption."

Netizen C: "Starbucks is still a bit expensive, but a treat now and then is fine for most people. Coffee isn't a necessity, but coffee shops are great places to socialize, and for people who have rarely or never been exposed to coffee, a big brand's reputation puts them at ease."

These are, in fact, some insights the writer picked up while chatting with friends who have moved back to live in towns and who brought up Starbucks.

Some friends also said: "Starbucks might be nothing special in a big city, but for a town that hasn't changed much in years, its arrival makes people happy, because a coffee shop that used to exist only in big cities can now be enjoyed close to home, which proves the town has made real progress."

Perhaps it is exactly the contrast between the image Starbucks has always carried and its expansion into lower-tier markets that lets consumers clearly feel their hometown's development and the rise in living standards.

What Are the Prospects for Starbucks in County Towns?

In big cities, demand for coffee may have shifted from socializing to a functional pick-me-up, but in town areas the coffee market is only just beginning, so coffee shops there still serve mainly a social function.

As an internationally recognized chain brand, Starbucks appeals most to consumers who have had limited exposure to coffee. Whether each visit is satisfying and worth the money is for the consumer to decide. Everyone's reason for visiting a coffee shop is different, and if they feel satisfied, the clearest sign is that they come back.

When Starbucks China announced last year that it would accelerate its push into lower-tier markets, Chief Operating Officer Liu Wenjuan said: "Consumers in county-level markets will have more occasions for coffee because of social needs."

Starbucks' "third place" function has also come full circle in the towns, offering a place to relax and rest. People no longer bring their laptops; instead they meet a few friends to chat and unwind.

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

Image source: Internet

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