The British coffee brand is expected to reduce their presence in the Chinese market by early next year.
Costa Coffee has already reduced their physical stores within the region by around 10 per cent last month with the major cuts being made in the capital, Beijing and Qingdao. Although the brand has always had long-standing aspirations for China, these have been disrupted by the ongoing Coronavirus global pandemic which has resulted in unemployment and economic impacts.
The brand has consistently struggled within the Chinese market and has launched only a sixth of its 2500-store goal since launching into the region in 2006, however despite the lack of store openings and the scaling back that the company is going to undergo, the company has commented that they remain committed to the market.
