The world's biggest Starbucks just opened in China

The world's biggest Starbucks just opened in China

The company opened a 30,000-square-foot Reserve Roastery in Shanghai, its flashiest commitment to its growing Chinese business. "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.

China is Starbucks' fastest growing market with more than 3,000 stores across 136 cities. 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. Customers can book coffee tasting experiences on Alibaba's e-commerce site and also buy special Starbucks Reserve coffee and related products tied to the store's launch.

The Starbucks Foundation and Starbucks China plan to make charitable donations totaling about $20 million, or 132 million yuan, over the next five years to drive social impact in communities across China. Starting with the two-story copper cask, adored with more than 1,000 traditional Chinese stamps, hand-engraved to narrate the chain's 46-year history. "It is also another example of Starbucks tying together a physical store experience with new technology" said Starbucks CEO Kevin Johnson when announcing this at the GeekWire Summit in September. The concept is part of a broad push upmarket that includes a line of premium coffee called Reserve and cafes to showcase the new brand. Starbucks Roastery stores are the company's new upscale coffeehouses in major metros.

Joshua Trujillo  Starbucks
Joshua Trujillo Starbucks

On Wednesday, Starbucks is opening its biggest cafe in the world in Shanghai.

Take a look at the photos showing the state-of-the-art roastery, Starbucks will be boasting about for a long time. Starbucks now has more than 3,000 stores across 136 cities.

The company is riding that wave and expanding aggressively in China, opening a new Starbucks store every 15 hours on average. Sales in same-stores were up by 8% in China in the most recent quarter, in comparison to an increase globally of just 2%.




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