Starbucks is opening a new 30,000-square foot, high-end Reserve Roastery in China.
The world's largest Starbucks opened in Shanghai Dec. 6.
As Silvia Antonioli reports, the opulent flagship store with gourmet coffees and a bakery and will be open to the public on Wednesday - one of the 10,000 outlets that Starbucks is planning to operate in China within a decade. Roastery customers are invited to immerse themselves in the first Starbucks augmented reality (AR) experience - accessible through the custom-designed Roastery digital web-app platform or on Alibaba's Taobao app.
As executive chairman Howard Schultz notes, Starbucks' success in China presents an unparalleled opportunity for the global consumer brand.
A two-story, 40-ton copper cask adorned with.
The Roastery will feature AR installations with information about coffee bars beans and roasting processes. Source Starbucks
A Starbucks "partner" makes a siphon brew in the new Starbucks Roastery in Shanghai, China. The ambitious storefront is being called the Shanghai Reserve Roastery and looks more like a resort than a cafe. Starbucks Roastery stores are the company's new upscale coffeehouses in major metros.
And Starbucks is playing to that image with this new shop in Shanghai.
Here's what it's like to visit the Shanghai Roastery, the most over-the-top Starbucks in the world. At the three coffee bars (one of which is 88 feet long), Starbucks will, for the first time, add Chinese vendors to its suppliers list, brewing coffee beans grown in Yunnan, a southern province historically known for growing tea plants. The company already has over 600 stores in Shanghai - the largest number of stores in any city where Starbucks has a presence.
Schultz said the company wanted to bring its most premium store location ever to Shanghai because it's one of the world's most dynamic retail destinations as well as a "gateway to customers from across Asia and the world". Same-store sales gained 8 percent in the country during the most recent quarter, compared with 2 percent globally.