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World's Biggest Starbucks Opening In China
06 December 2017, 12:07 | Jan Cross
The beans are roasted at the 30,000-square-foot store and the coffee is meant to be an experience
Starbucks promises that customers will be greeted by a multi-sensory coffee experience in an interactive coffee and retail destination like no other.
"The affinity we have built with our partners (employees) and customers over the past 18 years in China is special", said Howard Schultz, executive chairman of Starbucks Coffee Company in a statement.
CEO Kevin Johnson has targeted the fastest growing market for the company as it looks for ways to jumpstart sluggish worldwide sales after saturating the US market with cappuccinos and lattes.
The company is riding that wave and expanding aggressively in China, opening a new Starbucks store every 15 hours on average.
The location has three coffee bars offering multiple brewing methods and some of the rarest small-lot coffees in the world, a Teavana tea "experience" bar, and freshly baked Italian artisanal food by Princi, Starbucks' exclusive Roastery food partner. Thus, Starbucks envisages making mainland China a vital market by opening 5,000 cafes there by 2021.
The new Shanghai outpost is the chain's largest store yet with an on-site bakery, a 40-ton copper cask and an augmented-reality feature.
Starbucks is looking to leverage its huge growth in China, which is now the brand's fastest growing market, where a new store opens every 15 hours. At more than twice the size of the original Reserve facility, the Shanghai roastery will be followed by additional Starbucks Reserve roasteries in New York, Chicago, Tokyo and Milan. Located strategically at 789 Nanjing Road W. on one of the busiest shopping streets in the world, the new Starbucks Reserve Roastery is set to make a serious impact, both in China and beyond.
Starbucks furnishes the Shanghai Roastery with Chinese culture-rich decor, blended with the latest trend of augmented reality.
Starbucks Corps views China as passing the United States as its biggest market within the next ten years as it believes the growing number of affluent consumers in the country will offset sluggish growth across the rest of the globe.
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