AGENDA

Star­bucks op­er­ates more than 24,000 stores in 70 coun­tries

Southeast Asia Globe - - Contents - – Euan Black

Busi­ness in brief

Star­bucks first en­tered the Cam­bo­dian mar­ket in 2015 when the coun­try’s caf­feine ad­dic­tion be­gan to reach a crit­i­cal mass. By the end of the year, it hopes to have opened eight stores across the King­dom, a healthy ex­pan­sion that Por Lim, the cof­fee chain’s coun­try man­ager, at­tributes to the su­pe­rior qual­ity of its cus­tomer ser­vice and prod­uct

What is your assess­ment of Star­bucks’ per­for­mance in Cam­bo­dia?

We are see­ing a lot of in­ter­est from our cus­tomers. On 24 Au­gust, we launched our sixth store in Cam­bo­dia in Siem Reap, and we plan to open two more stores this year. Ev­ery store is made dif­fer­ently; we like to add some lo­cal char­ac­ter. We only use top qual­ity Ara­bica beans, which we source from around the world. What’s the fo­cus of your mar­ket­ing cam­paign in Cam­bo­dia? Is there a cer­tain de­mo­graphic you are ap­peal­ing to? In terms of our brand­ing, a lot of peo­ple al­ready know about us. What we have to do now is in­vest in our em­ploy­ees, or part­ners. We try to build a good con­nec­tion with our cus­tomers by us­ing their first name and of­fer­ing a range of food and drink. In our BKK store [in Phnom Penh], we have the very spe­cial Star­bucks Re­serve; the blend varies from coun­try to coun­try. We have a dif­fer­ent method of mak­ing cof­fee and we use more nat­u­ral pro­duce.

What have been some of the chal­lenges for Star­bucks op­er­at­ing in Cam­bo­dia so far?

One of our is­sues is find­ing a good lo­ca­tion, es­pe­cially with a big park­ing space. We also spend a lot be­cause we build a big store and the power is ex­pen­sive here com­pared to other Asean coun­tries.

Will Star­bucks con­sider work­ing with lo­cal cof­fee pro­duc­ers?

Star­bucks has a team of peo­ple try­ing to find new farm­ers to work with, and Cam­bo­dia can grow good cof­fee beans, so there is the pos­si­bil­ity that we might in the fu­ture.

Star­bucks Cam­bo­dia gen­eral man­ager Por Lim

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