Starbucks is opening a new 30,000-square foot, high-end Reserve Roastery in China. "The affinity we have built with our partners (employees) and customers over the past 18 years in China is special", says Schultz, who notes that the metropolitan hub and consumer gateway Shanghai is the flawless location for the new premium store.
The location is 30,000 square feet and serves gourmet, nitrogen-infused drinks and food baked in-house.
No matter how many Starbucks stores you've been to, you've definitely never seen one like this.
"As our first global Roastery, we will take even bolder steps to make this Shanghai location our most stunning store", Howard Schultz, executive chairman of the Seattle-based company, said in a company statement.
Starbucks furnishes the Shanghai Roastery with Chinese culture-rich decor, blended with the latest trend of augmented reality.More news: Xiaomi's next flagship smartphone will use a Qualcomm Snapdragon 845 chip
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When Shanghai's Starbucks Reserve Roastery officially opens Wednesday, customers will find a "theater of coffee", where beans are roasted and sent in copper pipes to be packaged.
China is becoming crucial for Starbucks. There's also an on-site bakery with enough carbs from famed Italian baker Rocco Princi to keep you fueled as you explore Starbucks' first-ever augmented reality experience. Shanghai location is Starbucks' biggest store to date, and also its most advanced digitally.
China is Starbucks fasting growing market with a store opening every 15 hours with more than 3,000 stores across 136 cities. Available on the custom-designed Roastery digital web app platform and Alibaba's Taobao app, the AR platform will incorporate a digital menu and share details of the coffee bars and brewing methods, in addition to other online and offline experiences.
Green coffee is loaded in the new Starbucks Roastery in Shanghai, China. It had 8 percent same-store sales growth in the most recent quarter in China (compared to 2 percent in the U.S.) and it announced that it was buying out its joint venture partner in east China for about $1.3 billion.
Until now, Starbucks' only open Roastery was in Seattle, Washington. Our corner Starbucks store suddenly seems inadequate!