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06 December 2017, 12:08 | Austin Hogan
New Starbucks Reserve Roastery in Shanghai China
The new Shanghai location (which is 30,000-square-feet and features many coffee bars, one of which is 88 feet long) will officially be the biggest in the world.
Starbucks said the flagship store provides a "multi-sensory retail experience", with consumers provided access to the roasting, packaging and brewing of coffee, while they indulge in a line of premium coffee called Reserve.
Starbucks' new Shanghai store is 30,000 square feet.
It will also host the Teavana Bar - its first outlet in China specifically offering a range of Chinese teas.
Starbucks opened a new super-sized Roastery in Shanghai on Tuesday.
China is Starbucks' fastest-growing market (it has 3,000 stores with a new shop opening every 15 hours) and the new space is an investment in the future of retail.
The Shanghai Roastery will also be the first of Starbucks' 27,000 locations worldwide, and the first of its kind in China, to seamlessly integrate a real-time, in-store and online customer experience, powered by Alibaba's Mobile Taobao app and the company's augmented-reality (AR) technology. Starbuck will open another Roastery in Milan, Italy in 2018 and Chicago in 2019. "It's about opening a store 500 different times because you're in a different neighborhood and we've got to build that relationship with our customer", Wong said.
Starbucks "partners" work at the Teavana tea bar in the new Starbucks Roastery in Shanghai, China.
Here's what it's like to visit the Shanghai Roastery, the most over-the-top Starbucks in the world.
There's also pricey merch for sale, such as a wooly gray cap with a "Starbucks Reserve Roastery Shanghai" patch ($55.80) and a $90 coffee press. Starbucks already operates more than 3,000 stores in the country and 2,000 more by 2021.
The Roastery cafe includes three wooden coffee bars and a dedicated bar that offers China's traditional drink, tea. In the third quarter ending October 1, China's comparable store sales grew 8 percent, compared to a 2 percent global growth and 2 percent growth in the US market.
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