Starbucks Coffee Company reaffirmed the strategic role of the China market in shaping the future of the company.
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Howard Schultz, chairman and CEO, and other company leaders announced the initiatives at Starbucks China Partner Family Forum in Chengdu.
They joined more than 1,300 Central and Western China region partners and their family members to experience Starbucks mission and values together and celebrated the 2,000 store milestone achievement.
“As Starbucks second largest and fastest-growing market globally, China represents the most important and exciting opportunity ahead of us,†said Schultz.
“We are deeply humbled by the enthusiasm with which Chinese people have embraced Starbucks as part of their daily ritual over the past 17 years.
“Over time, it’s conceivable that China could become our largest market and I am grateful to our 30,000 dedicated China partners and their supportive families for the significant contributions they are making to Starbucks success.
“The continued investments we are making, coupled with the culture of innovation we have established, are elevating Starbucks partner and customer experience beyond that of any other retailer in China.â€
Joining Schultz on stage at the Partner Family Forum was Jack Ma, founder and executive chairman of Alibaba Group, where both leaders shared their vision to redefine the roles and responsibilities of a for-profit public company – one that invests in its people, giving back to the local communities in meaningful ways, and creating unique developmental opportunities for the youth of today.
The Partner Family Forum is a first-of-its-kind employee engagement event, first introduced by Starbucks China in 2012, as part of a series of new initiatives aimed to honor the special role families play in China.
Beginning this month, full-time baristas and shift supervisors in Starbucks company-owned stores across China will receive a monthly housing allowance subsidy to help them overcome the initial financial challenges of starting their careers and often, living and working independently.
This benefit is expected on-average to cover 50-percent of their monthly housing expenditures, enabling partners who are starting in their careers the ability to better take care of themselves, while they pursue their personal and professional dreams.
In addition, Starbucks China will introduce the Career Coffee Break, a partner benefit tradition from the U.S., to recognize, appreciate and honor the hard work put in by long serving partners.
Starting this month, Starbucks partners within its company-operated store with 10 consecutive years of service will be eligible to apply for a Career Coffee Break, of up to 12 months unpaid leave, to refresh themselves.
The partner will be guaranteed reinstatement to either the same position or a position with similar pay and benefits upon their return to work. The partner’s social and company benefits will also continue during the Career Coffee Break. ■