Wayne’s Coffee debuts in China
In this article (4)
Swedish cafe chain Wayne’s Coffee has opened its first outlet in China. The new store on Shanghai’s Nanjing Xi Lu serves coffee, sandwiches and Swedish pastries to consumers. The move represents a courageous first step in a market dominated by international and local competitors. China is Wayne’s second market in Asia after the brand launched in Vietnam in June last year. It currently operates seven locations in Ho Chi Minh City.
While the brand has been criticised for lacking a distinctive look and presumed by some observers to be a local Starbucks clone, the brand has in fact been running in Sweden since 1994, where it was the first venue in the country to serve cafe latte. It was also the first to serve the latte in Saudi Arabia when it opened there in 2010.
Wayne’s more aggressive expansion phase was recognised when the brand won “Franchise chain of the year 2017” in Stockholm. It currently operates more than 140 locations internationally.
Questions & Answers
Q.What specifically does the new Wayne’s Coffee outlet in Shanghai offer to customers?
What specifically does the new Wayne’s Coffee outlet in Shanghai offer to customers?
The new store on Nanjing Xi Lu in Shanghai serves coffee, sandwiches, and Swedish pastries. This range of products is typical for a cafe, aligning with its Swedish origins and cafe chain status in the new market.
Q.Has Wayne's Coffee expanded into other Asian markets before opening in China?
Has Wayne's Coffee expanded into other Asian markets before opening in China?
Yes, China is Wayne’s Coffee's second market in Asia. The brand previously launched in Vietnam in June last year, where it now operates seven locations in Ho Chi Minh City, establishing a presence in the region.
Q.How long has Wayne's Coffee been operating as a brand internationally?
How long has Wayne's Coffee been operating as a brand internationally?
Wayne's Coffee has been running in Sweden since 1994, making it nearly 30 years old. It began its international expansion by opening in Saudi Arabia in 2010 and now operates over 140 locations globally.
Reader pulse
Wayne's Coffee's China entry strategy:
19,281 votes so far