Facing backlash over quality issues in China, US coffee chain Starbucks has stalled operations in some of its outlets in China. This follows the growing tensions and rapidly deteriorating relations between US and China following trade curbs announced by the former.
This comes just a week after global luxury brand Louis Vuitton (LV) saw social media backlash over its return, refund policy, which was termed discriminatory in Chinese media.
According to Starbucks, it had shut two outlets in China and was conducting an investigation after a state-backed newspaper reported that they used expired ingredients to make drinks, violating food safety rules.
Earlier a Beijing News newspaper reported that, in what it described as an undercover investigation, the incidents occurred at two stores in the eastern Chinese city of Wuxi.
“We take what was reported by local media very seriously, and have immediately closed the two stores in question to conduct a thorough investigation,” a Starbucks spokesperson said.
“Since entering the Chinese mainland market 22 years ago, we have been committed to implementing strict food safety standards and adopting a ‘zero-tolerance policy towards food safety issues. We welcome the continued supervision of members of the media and the public,” the spokesperson said.
The company, however, did not comment on the specifics of the report. The incident became a trending topic on China’s Twitter-like Weibo social media site after the report was published.
Chinese consumers and media have become more aggressive about protecting customer rights and monitoring the behaviour of big brands, especially from overseas. The natives earlier targeted the Canadian winter wear brand Canada Goose which drew complaints about its refund policies, has been subjected to government reprimands, while Chinese brands such as milk tea chain Nayuki have also drawn public attention.
Meanwhile, China is the largest market for Starbucks outside the United States with 5,360 stores as of Oct. 3, the firm’s latest earnings report showed. A Beijing News report said one of the Starbucks stores used expired matcha liquid to make lattes, while another had put pastries up for sale that were meant to be thrown away.
As of Monday afternoon, the topic of Starbucks’ response to the Beijing News report had received more than 50 million views on Weibo. Commenters expressed both disappointment and worries over more widespread problems.