February 23, 2018

Biggest Starbucks Roastery shop landed in China

07 December 2017, 07:17 | Taylor George



It is the second Starbucks Roastery with Seattle opening the first in 2014.

Unlike many Starbucks sites, Shanghai's Reserve Roastery sells beer and wine, including a craft beer made from Kenya, Colombia and Guatemala coffees. But the new Starbucks Reserve Roastery promises a coffee experience with few equals.

On Tuesday, armed with a mind-boggling 30,000-square-foot (2,700 square-meter) mall, Starbucks finally opened its megastore for coffee lovers.

Good news, the Seattle-based coffee company opened a 30,000-square-foot store to public in my hometown Shanghai today.

It's only appropriate that the biggest city in the world's most populous country would open the planet's largest Starbucks. Beans from China such as the Yunnan Reserve blend will be exclusive to the Shanghai store.

Shanghai's Roastery is equipped with 3 coffee bars, including one that is 27 meters (88 feet long) - the longest at any Starbucks, and were handcrafted by premiere Chinese artisans. Starbucks' scene-recognition software and AR experience is powered through a partnership with Alibaba Holding Group Ltd.

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At the Shanghai site, two huge black cast iron ovens churn out more than 80 different freshly baked products a day from focaccia sandwiches with real deal Parma ham and Italian mozzarella, to sinful desserts. Customers, who download the app, get a whole new experience as they point their phones at key features around the roastery.

Coils of long copper pipes crisscross the ceiling, carrying coffee beans from the Copper Cask to the main bar. The eco-system is mind-boggling where customers could get everything they want under one roof.

"It's that unfiltered wonder, which overcomes even the most jaded, that really defines 'customer delight, ' " she said. According to the release, users can buy roastery-specific merchandise, order bags of coffee, and access curated tours or custom tasting menus.

{ 12 } At almost twice the size of Roastery in Seattle - the largest Starbucks in the U.S. - Roastery in Shanghai is a must visit even for Americans visiting China. There's a plan for similar megastore in Milan and NY (2018) and Tokyo and Chicago (2019).

They can have similar experiences all over the roastery, Emily Chang, senior vice president and chief marketing officer for Starbucks, China, said in a company press release, "It's like Alice in Wonderland meets Willy Wonka".

{ 17 } When Google, McDonald's and Coca-Cola all quit China, Starbucks keeps pouring money into this Middle Kingdom. The recipe to success - knows the Chinese cultureand gains their trust.

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