By Beth Main.
In piping hot competition with Starbucks and McCafe the Taiwanese cafe chain 85Caims to open 100 more branches annually in mainland China by 2017.
85C (named after the optimum water temperature for coffee) currently has 366 stores in China, the first opened in Shanghai in 2007, as well as branches in Taiwan, Australia and the US.
Most people know 85C as a bakery not a coffee house, but that is all part of their marketing strategy along with an ever-evolving menu featuring such oddities as Taro Milk Tea, Sea Cliffs Coffee and Snow Rabbit Cake.
The fresh cosmopolitan Taiwanese style is very popular in China and fits in the middle of a diverse market ranging from Starbucks high priced drinks to McCafe’s cheaper versions. Gourmet Master’s 85C outlets offer a 16-ounce serving of latte at NT$65 ($2.15) compared with NT$110 at Starbucks.Gourmet Master’s 85C outlets offer a 16-ounce serving of latte at NT$65 ($2.15) compared with NT$110 at Starbucks.
The Chinese thirst for coffee is only set to increase with continued economic growth raising average salaries and the added need for caffeine to fuel the growth – a vicious coffee cycle.