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Starbucks Strengthens China Commitment with Opening of 100th Store in Beijing; Elevating Coffee and Partner Experience



  Starbucks Strengthens China Commitment with Opening of 100th Store in
  Beijing; Elevating Coffee and Partner Experience

Reaffirms commitment that China will become second largest market outside the
         U.S. by 2014, reaching 1,500 stores across 70 cities by 2015

  Celebrating 41 years of coffee heritage, company opens its first store in
                 Beijing led by all certified Coffee Masters

  Further invests in partner (employee) development with first class through
                          Starbucks China University

Business Wire

BEIJING -- November 26, 2012

Starbucks Coffee Company (NASDAQ: SBUX) today advanced its growth plans in
China with the opening of its 100^th store in Beijing, celebrating the first
store in the China market led by all certified Coffee Masters, further
elevating Starbucks coffee expertise and uncompromising Starbucks Experience.
The company also announced the launch of Starbucks China University, its
innovative talent development program.

“China is a focal point of our global expansion efforts and we are proud to
bring this unique store, staffed by all partners certified as Coffee Masters,
to our customers here in Beijing and further demonstrate our espresso
leadership,” said Belinda Wong, president, Starbucks China. “Beijing is where
we started our journey in China, opening our first store in 1999 and we are
proud to now operate 100 stores across the city and more than 700 throughout
Mainland China.”

Starbucks has announced that China will be its second largest market by 2014
and will have 1,500 stores by 2015 across more than 70 cities.

First China Store Staffed by All Certified Coffee Masters Elevates Espresso
Excellence While Consistently Delivering Authentic Starbucks Experience

The 100^th store in Beijing is located at the Solana International Business
District, and is staffed by all Starbucks Coffee Masters, baristas who have
completed a rigorous certification process and have earned the right to wear
the distinguished Black Apron after intensive coffee skills and knowledge
training. Starbucks Coffee Masters have an unparalleled passion for coffee and
are equipped with a high-level of artisanal coffee skills and expertise to
deliver an exceptional Starbucks coffee experience to customers.

“Our passion and pursuit for high-quality arabica coffee is how we have built
our company and the Starbucks brand the past 41 years,” added Wong. “Our
partners are at the heart of everything we do in our stores in China, and the
certified Coffee Masters leading this store will introduce customers to even
more unique elements of the espresso experience, demonstrating and defining
our coffee leadership position in China.”

To become a Coffee Master, partners undergo a vigorous training and skills
examination, acquiring coffee knowledge spanning from coffee history,
geography, agriculture to coffee sourcing, green coffee bean quality control,
and Starbucks coffee roasting and blending. In addition, these certified
coffee leaders demonstrate the highest level of expertise in the “last 10
feet” of the coffee journey – the steps Starbucks partners take to handcraft
the perfect Starbucks espresso-based beverage, lead coffee tasting sessions
and share the unique Starbucks coffee culture by building personal moments of
connection with customers. Starbucks Coffee Masters renew their certifications
regularly to ensure that they are not only highly-skilled coffee experts, but
also the ambassadors who will inspire the appreciation of the Starbucks coffee
culture and values.

This store will showcase the expertise of the Starbucks Coffee Masters using
the manually operated La Marzocco espresso machine to create the perfect
Starbucks espresso-based beverages and the Starbucks pour over brew for the
perfect Starbucks whole bean coffee experience. Each Starbucks Coffee Master
is also trained in Starbucks latte art, an exceptional artistic skill that
adds a touch of creativity to each Starbucks coffee beverage.

The new store uses the Art Nouveau design concept to draw attention to
Starbucks focus on environmental sustainability and the continued promotion of
a Starbucks coffee culture and lifestyle. Wall murals of coffee trees, bags of
coffee cherries and roasted arabica beans perfectly showcase the complete
Starbucks bean-to-cup journey, which has enabled the delivery of an authentic
Starbucks Experience.

Starbucks China University Strengthens Investment in Talent Development for
Partners

The coffee passion, artisanal skills and expertise presented at Starbucks
stores requires the persistence by each Starbucks partner in their individual
learning journey. To help partners enhance their coffee and service expertise,
the company has initiated its first class through the innovative Starbucks
China University. The Starbucks China University curriculum will advance the
personal and career development of Starbucks partners across China, including
leadership skills as well as a deep understanding of Starbucks coffee
craftsmanship and culture.

“Our partners are at the heart and soul of our signature Starbucks Experience,
and also the cornerstone of Starbucks success. It is therefore critical that
Starbucks continues to invest in their development, share with them the
company’s success and set them up for future growth and development,” Wong
added. “These investments are critical as we work to achieve our ambitious
goals and future aspirations in China.”

Starbucks China University will be a world-class corporate university that
inspires coffee passion, builds retail expertise and nurtures the human spirit
that connects it all. As the Center of Excellence for Starbucks China people
development, the virtual university features a personalized learning
experience through various customized methods, including digital and mobile
platforms, to provide partners with modules matching their interests and
career development goals.

At the same time, Starbucks China University will be implementing a “Partner
Professors” initiative. These “Partner Professors” comprise experienced
professionals from store partners to senior management executives, each
possessing deep coffee knowledge, practical business retail expertise and
business management skills.

Starbucks China University will also offer training curriculums that encompass
a broad range of areas and functions of the Starbucks China business,
including coffee knowledge and culture training, and provide tailor-designed
curriculums on retail and related functional training as well as leadership
competency.

As a global coffee leader operating in China, Starbucks today already boasts
one of the most comprehensive barista training and certification programs.
Through Starbucks China University, Starbucks will conduct more than 200
different training modules, from now through the end of 2015, at various
levels through the organization. Starbucks China University is also looking to
collaborate with academic institutions and related Chinese government agencies
to strengthen its value proposition and offerings in the market.

About Starbucks Coffee Company

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing
and roasting the highest quality arabica coffee in the world. Today, with
stores around the globe, the company is the premier roaster and retailer of
specialty coffee in the world. China will become Starbucks second largest
market outside the U.S. by 2014, and Starbucks aims to operate over 1,500
stores in China by 2015. Starbucks currently operates over 700 stores across
over 50 cities in China. Through our Starbucks partners, we insist on our
unwavering commitment to excellence and our guiding principles, we bring the
unique Starbucks Experience to life for every customer through every cup.

Contact:

Starbucks Greater China
Xingrong Wang
Tel: 86-21-2412 3382
xingrong.wang@starbucks.cn
or
Christina McPherson
Starbucks Public Affairs, China and Asia Pacific
Tel: +1-206-318-7100
press@starbucks.com
or
Edelman
Joyce Zhao
Tel: 86-21-6193 7551
joyce.zhao@edelman.com
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