Cup of Joe chains expand outlets as consumers' tastes diversify

US-based coffee chain Peet's Coffee has rapidly expanded in China, increasing store count to more than 200 within a year and entering eight new cities, including Chengdu in Sichuan province and Chongqing.

In a market characterized by deepening segmentation, Peet's, known for its emphasis on quality roasts and craft coffee, is targeting high-frequency coffee drinkers.

In 2023, the company introduced more than 150 coffee products, including cheese-topped coffee on social platforms. It also collaborated with art studios and high-end outdoor brands to weave itself into urban life.