Recently, after undercover investigation in two Starbucks stores, some media found that there are problems such as the continued use of ingredients after expiration, the shelf life of the past, and the shelves of pastries after overnight. On December 13, Nandu reporters noted that Starbucks China responded that it had closed the two stores at the first time and immediately launched an in-depth investigation. In fact, this is not the first time Starbucks has been exposed to food safety problems, and some of its stores have been punished or warned for this.
Its stores have been punished for food safety issues
Recently, some media conducted an undercover investigation in two Starbucks stores in Wuxi City, Jiangsu Province, and found that there were food safety problems such as chocolate liquor and matcha liquid that were still in use after expiration, and the store staff tampered with the shelf life labels of the ingredients at will, stipulating that the cakes scrapped on the same day were secretly sold on the shelves the next day.
On December 13, Starbucks China posted a statement on its official Microblog saying it had followed reports of two Starbucks stores in Wuxi. "Deeply shocked" by the food safety issues covered in the report. Starbucks said it closed the two stores as soon as possible and immediately launched an in-depth investigation.
According to the official website of Starbucks, after opening Chinese mainland its first store at the China World Trade Center in Beijing in January 1999, the company has opened 5,400 stores in more than 200 cities Chinese mainland. China has become Starbucks' fastest growing and largest overseas market. At the same time, all Starbucks stores in the Chinese mainland market adopt the company's direct business model and are not open to the public to join.
In Starbucks' fiscal 2021 annual report, consolidated net revenue for the full year was approximately $29.1 billion, up 24% year-over-year. In the fourth quarter, revenue from the China business was US$964 million, up 18% year-on-year.
In fact, before the food safety problem was exposed, Starbucks' subsidiaries were punished for food safety reasons.
According to the enterprise credit information publicity system, on April 29, 2021, the Ningbo R&D Park store of Shanghai Starbucks Coffee Operation Co., Ltd. was fined 10,000 yuan by the Ningbo Municipal Bureau of Market Supervision and Administration for selling food that exceeded the shelf life; on November 24, 2021, the Second Branch of Starbucks Coffee (Shenzhen) Co., Ltd. Yantian Yihaicheng was fined 10,000 yuan for selling food that exceeded the shelf life; He was warned by the Yantian Supervision Bureau of the Shenzhen Municipal Market Supervision Administration.
It has been controversial due to marketing activities
In addition to food issues, Starbucks has also been mired in controversy over its marketing campaigns.
According to Nandu's previous report, on December 17, 2018, Starbucks launched the "App Registration Newcomer Gift" marketing campaign, saying that new users can receive free coffee coupons through App registration. However, less than a day after the launch of the campaign, Starbucks announced that it had been attacked by black and gray production on a large scale, using vulnerabilities to register accounts in batches to obtain Starbucks coupons and then resell them. Subsequently, Starbucks urgently stopped the activity.
Some users tried to register on December 18 and found that they could not create an account, which also triggered consumers to question Starbucks' risk control capabilities.
In March 2019, the Starbucks cat's claw cup exploded, and finally "a cup is difficult to find", which was sold at a high price of 1500 yuan or even 2000 yuan, and there was a "scalper" scalping situation. A daigou merchant told Nandu reporter that it has changed hands on 50 cat's claw cups in the past few days.
In this regard, Starbucks denied "hunger marketing" through official micro on March 1. Starbucks said, "A cup of difficult situation is unexpected, after learning that the store sold out, decided to cancel the plan to sell 1,000 on March 2 and 2, instead of a one-time sale of the remaining 3,000 cat's claw cups on the afternoon of the 1st." ”
Written by: Nandu reporter Yang Tianzhi
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