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Biggest Starbucks Roastery shop landed in China

Biggest Starbucks Roastery shop landed in China

Speaking inside of the 30,000 square foot Starbucks Reserve Roastery Shanghai, right in front of a magnificent two-story roasting cask engraved with more than 1,000 traditional Chinese stamps, Ma sang the praises of the Seattle-based coffee chain, saying that when people ask him why so many American companies are not so successful in China, he points them to Starbucks, which is opening a new location here every 15 hours.

When customers walk in they are even given an "exploration guide", which doubles as a map.

The building, which is created to look like a giant coffee bean from the sky, houses three coffee bars-one of which stretches 88 feet-a Teavana tea bar made of 3D printed recycled materials, a two-story, 40-ton copper cask used to refill the store's coffee silos and a ceiling covered in 10,000 handmade tiles constructed from American walnut inspired by an espresso machine.

Starbucks opened a similar store or a Roastery in Seattle in 2014. They are shipped in various corners of the coffee through pipes that snake along the ceiling.

Twice the size of the original Seattle Roastery, opening the Shanghai Roastery marks "a turning point for the corporation" Starbucks executive chairman Howard Schultz, who oversees the brand's worldwide growth including the vital market of China for the company where he was formerly CEO, told CNBC's Andrew Ross Sorkin on a tour this week. More than 80 items are baked fresh onsite daily at the Princi bakery, the exclusive food pairing partner at Starbucks Roasteries.




China is the fastest growing market for Starbucks. "We wanted to take that customer experience even further". The specially designed, beautifully finished pieces were handmade by Chinese craftsmen and will eventually be available to purchase.

In addition, the Roastery digital web-app platform also incorporates a digital menu and will intuitively, through AR technology, share details of the coffee bars, brewing methods, as well as other not-to-be-missed unique online and offline experiences. The roaster also boasts of an 88-foot long coffee bar, which is the longest at any Starbucks site.

Chinese elements are found in the design of the new coffee store. The experience brings to life information about the Starbucks bean-to-cup story. During their journey, customers can earn virtual badges. "It's one thing to imagine a fully integrated in-store and digital experience, which brings together the impressive scale of the Shanghai Roastery with the highest quality small-lot coffee beans".

The cafe spans 2,700 square metres (30,000 square feet) - almost half the area of a soccer field - and is the company's second Starbucks Reserve Roastery, a larger type of store featuring premium coffees, teas, and coffee-infused beer along with a personalised barista service.


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