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Beginning 1 January 2020, Starbucks China is launching a new benefits programme for 18,500 of its mainland Chinese employees.
The programme – dubbed Flex Star Benefits – will be open to all employees who have been with Starbucks China for two or more years. Eligible employees will be given credits they can use to select from “a wide array of benefits”.
The Seattle-founded coffee chain has enjoyed something of a dream run in China since launching there in 1999 but in recent years has faced stiffer competition from locally founded rivals such as beverage chains Luckin Coffee and Hey Tea.
“Since entering China 20 years ago, Starbucks has always strived to be a different kind of company. We want to share our success with all employees, in a timely and thoughtful manner that recognises their individual needs – because each of our 55,000 employees is special,” said Belinda Wong, chairman and CEO of Starbucks China.
Starbucks China has been steadily trying to build loyalty in its workforce in recent years with a number of C&B initiatives such as comprehensive insurance for the spouses and children of all employees – as well critical illness insurance for parents, which has benefitted its 18,500 full-time employees.
Housing subsidies are also provided to 26,000 employees who work away from their hometowns, while homesick employees may apply to return to work in newly opened Starbucks stores in their hometowns under the ‘Coming Home’ programme.