The 39th Starbucks outlet in Shanghai is expected to open at the
end of this month.
That in itself might not seem like big news, but its location in
a hospital marks it as a first for both Shanghai and China as a
whole, in whose cities the chain has become as ubiquitous as
elsewhere.
Shanghai East Hospital in Lujiazui, the most prosperous
commercial part of Pudong New Area, did not organize the
arrangement itself, but handed negotiations over to the Yipu
Company, affiliated to the hospital, according to a
spokesperson.
The new branch of Starbucks, the biggest coffee retailer in the
US, was scheduled to open its doors on October 20, but construction
and decoration was delayed and a new date has not yet been
disclosed.
The final appearance of the new outlet remains a mystery,
despite efforts of passers-by to peek through cracks in the
boarded-off area, as do its business prospects inside the
hospital.
In response to concerns about hygiene Summer Li, spokesperson
for the President of Starbucks Coffee Shanghai Corporation, said,
"We will use disposable cups in the new outlet instead of the
coffee mugs used in ordinary outlets in order to prevent diseases
from spreading."
As for Shanghai East Hospital, its spokesperson said hospital
space was divided into three categories: sterile, clean and
contaminative. The clinic hall where the Starbucks will be located
belongs to the clean area so - in theory - there is no difference
between this spot and any other public place.
Liu Zhongming, president of the hospital, said people should not
worry about the risk of contagion - after all, customers at any
cafe could become sick. Strict disinfection measures will be
undertaken to lower the possibility of contamination and the new 60
square meter-outlet will be enclosed. Liu said the introduction of
Starbucks into the hospital had been approved by the local health
inspection department.
It is not unusual to find cafes in the halls of hospitals in
many countries. In these cases, however, due to their larger main
halls and lower visitor numbers, it is easier for cafes to operate
in well-ventilated areas. Some experts have suggested that Chinese
hospitals should be more concerned about their general conditions
than about housing coffee shops.
"It's important to keep in line with the best international
standards - not just medical expertise, but also service concepts,"
said Liu, "We want to create a more relaxed and cozy environment
for patients, their family members and medical staff."
The hospital had previously planned to establish a cafeteria of
its own, but switched to the idea of partnering with Starbucks
because of the coffee company's reputation. Starbucks, meanwhile,
hopes patients, doctors, nurses and employees from nearby buildings
all make use of the new location.
The Seattle-based Starbucks Corporation opened its first China
outlet in Beijing's Forbidden City, the former imperial palace, in
December 2000. Li said the company chose Shanghai East Hospital
after conducting careful research, noting its ideal location,
surrounded by office buildings and near a high-density residential
community.
Hospital visitors were interviewed by the Shanghai Star. "I
think it would make a good place for people to sit and wait for
their examination results," said one, named Fan.
But some disliked the idea of drinking designer coffee in a
hospital. "I often drink coffee in Starbucks, but I will not drink
here. There is a Starbucks near my workplace, and I would prefer to
go there," said a young woman named Li.
"It would be better for the cafe to be located outside the main
hall," said a man named Xu. "Most people are used to avoiding
hospitals. Unless they have to stay in the hospital for some
reason, they would not choose to come to a cafe there. I am not
sure whether it will prove very profitable."
(Shanghai Star October 27, 2004)