While signs of Starbucks localizations aren't hard to spot in China, such as its red bean scones, one sign displayed on the opening day for the second Starbucks in Bengbu probably isn't how Starbucks wants to adapt in China.
"Grond Open" presumably resulted from a combination of spelling and grammatical errors in translating the Chinese phrase below "盛大开业", which is typically translated as "Grand Opening". When I asked staff about the sign, one young woman told me it had been made by a local company in Bengbu. While them using a local printer doesn't surprise me, with Starbucks opening more than a store per day on average in China I would still expect them to use a design distributed by Starbucks' central corporate office in China. But perhaps displaying a grand opening sign isn't standard and Starbucks corporate hadn't planned for a store to take this route. The last time I saw a Starbucks store on its first day was over six years ago in Kunming, so I can't say from personal experience whether grand opening signs are common or not. A quick online search didn't turn up any similar examples from Starbucks elsewhere in China.
English mistakes like "Grond Open" on professionally made signs, displays, menus, etc. are rather easy to find in China, and the Chinese government wants to reduce their prevalence. It seems fair to have higher expectations in this regard for U.S. based chains, particularly one as successful, prominent, and internationally experienced as Starbucks. That even they slip up suggests it might be a while before such mistakes become a rare sight.
"Grond Open" presumably resulted from a combination of spelling and grammatical errors in translating the Chinese phrase below "盛大开业", which is typically translated as "Grand Opening". When I asked staff about the sign, one young woman told me it had been made by a local company in Bengbu. While them using a local printer doesn't surprise me, with Starbucks opening more than a store per day on average in China I would still expect them to use a design distributed by Starbucks' central corporate office in China. But perhaps displaying a grand opening sign isn't standard and Starbucks corporate hadn't planned for a store to take this route. The last time I saw a Starbucks store on its first day was over six years ago in Kunming, so I can't say from personal experience whether grand opening signs are common or not. A quick online search didn't turn up any similar examples from Starbucks elsewhere in China.
English mistakes like "Grond Open" on professionally made signs, displays, menus, etc. are rather easy to find in China, and the Chinese government wants to reduce their prevalence. It seems fair to have higher expectations in this regard for U.S. based chains, particularly one as successful, prominent, and internationally experienced as Starbucks. That even they slip up suggests it might be a while before such mistakes become a rare sight.