On-premise outlets banking on social networking to expand presence, sales

Online social networking has become the new trend for on-premise coffee chains to get connected with digital-savvy Chinese consumers, even as the companies intensify their brick-and-mortar store expansion in the country.

Starbucks China, a unit of United States-based coffee giant Starbucks, has introduced Starbucks Now service on WeChat mini-program, featuring "taking-out for He/She" and "Coffee Social Circle" to order drinks as greetings or to share one's beverage preferences. These two functions are also available on its official mobile application.

Christina Wang, a 32-year old senior manager at an aviation company based in Beijing, said with her busy work schedule that requires flying to different tourism destinations on a weekly basis, it is challenging to be present at birthday celebrations or other social occasions.