Starbucks Opens Premium Reserve Roastery in China

06 December, 2017, 01:04 | Author: Irene Delgado
  • A “Steampunk” device uses steam to extract the best flavor from tea at the Starbucks Roastery in Shanghai

The new Shanghai Roastery will also feature China's first Starbucks Teavana Bar as a tribute to its deep culture.

It's also the largest Starbucks in the world, spanning an area almost twice as large as the next biggest, a Roastery in Seattle that opened three years ago. Customers can point their mobile devices at key features around the Roastery to immerse themselves in Starbuck's first augmented reality (AR) experience, which is accessible through the custom-designed Roastery digital web-app platform or on Alibaba's Taobao app.

Patrons at the huge new coffeehouse located on the well-known shopping strip West Nanjing Road can watch coffee beans being roasted, use an augmented reality app from Starbucks to interact inside the store and sample high-end coffees. When customers enter the massive new Roastery building, which measures up at 2,700 square-meters (30,000 square-feet), they'll be greeted by a two-story copper cask adorned with over a thousand hand-engraved Chinese stamps, collectively narrating the story of Starbucks coffee.

At the same time, revenue from Starbucks Asia-Pacific region represented close to 15% of the revenue for Starbucks during its fiscal year that ended during October. A regular latte at Starbucks in China is already costlier that fresh coffee in many Shanghai local cafes.

There are plans for a fancy Starbucks roastery to open in NY next year, but the company says it won't be quite as large.

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"With the growth of Starbucks in Shanghai, we believe we have to open a roastery here", said Howard Schultz, executive chairman of Starbucks, at the opening ceremony Tuesday.

One of its three coffee bars is 88-feet long, the longest Starbucks bar in the world - because waiting in line is so 2016. The company announced plans in July to buy out its partners in its Each China joint venture, for US$1.3 billion.

Princi baked items are shown in the new Starbucks Roastery in Shanghai, China. That was up from just 5.5% five years ago.

China is Starbucks's fastest-growing market with more than 3,000 stores across 136 cities, including 600 in Shanghai alone.

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