Starbucks China appoints Tony Yang as first CGO amid restructuring and declining sales

Starbucks’s logo outside its coffee shop on Sept 28, 2019 in Beijing. (Image credit: TechNode/Coco Gao)

Starbucks China has appointed Tony Yang as its first-ever Chief Growth Officer (CGO), Chinese tech media LatePost reported yesterday. Yang, previously President and Partner at digital marketing firm Tizeng, joined Baidu-backed electric car startup Jidu in January 2023 to head user development. Yang’s move to the coffee giant comes as part of broader leadership changes at Starbucks China, following the appointment of Brian Niccol as global CEO in August 2024. Niccol, known for turning around growth at Chipotle and Taco Bell, has overseen strategic shifts, including halting previous pricing cuts and focusing on menu and service enhancements. Karen Yih, Starbucks China’s current CFO, will leave the company in December. The CGO role reflects Starbucks China’s commitment to driving growth, focusing on digitalization, in-store service, and customer experience. Yang’s first task includes expanding the team’s operations on Douyin (China’s TikTok sibling), with the aim of boosting engagement and attracting younger consumers.

According to Starbucks’ Q4 2024 financial report, global comparable store sales declined 7%, driven by an 8% decline in transactions, partially offset by a 2% increase in average ticket value. In China, comparable store sales fell 14%, with an 8% decline in average ticket value and a 6% drop in transactions. [LatePost, in Chinese]