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World's Biggest Starbucks Shanghai Roastery is a 'Coffee Wonderland'

08 December 2017, 12:51 | Austin Hogan

World's Biggest Starbucks Shanghai Roastery is a 'Coffee Wonderland'

Starbucks Reserve Roastery Shanghai- Lots of Customers

According to the press release, "China is the company's fastest-growing market with more than 3,000 stores across 136 cities", and in Shanghai alone, "Starbucks already has more than 600 stores - the largest number of stores in any city where Starbucks has a presence".

Ma explained that Starbucks owes its success in the country to its focus on understanding Chinese people and the Chinese market, along with making its coffee with abstract ingredients like "heart", "love", and "passion".

Shanghai's newest Starbucks also sells beer and wine, including a craft beer made from Kenya, Colombia and Guatemala coffees.

"It's coffee as theater", added Echo Jiang, director of customer experience at the Roastery.

There's a two-story, four-ton copper cask where freshly-roasted coffee beans are stored and more than 1,000 traditional Chinese "chops" or stamps which tell the story of Starbucks. However, stores are beginning to see more customers adopt a US consumer pattern of drinking coffee during the morning daypart. Each step of the way, customers unlock a virtual badge and once all badges are earned, they receive a custom Roastery filter to commemorate the moment and share on social media. More than 80 items are baked fresh onsite daily at the Princi bakery, the exclusive food pairing partner at Starbucks Roasteries. This coffee-lovers' paradise is almost 30,000 square feet and is the first Starbucks Reserve Roastery to open outside of the US. Starbucks' scene-recognition software and AR experience is powered through a partnership with Alibaba Holding Group Ltd.

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{ 2 } It's ceiling design was uniquely designed - comprised of 10,000 handmade wooden hexagon-shaped tiles.

{ 9 } Shanghai's Roastery includes something called the AR (augmented reality) experience. They are shipped in various corners of the coffee through pipes that snake along the ceiling.

Visitors who don't download the Roastery app or access it on Alibaba's Taobao app can scan QR codes embedded around the Roastery for a similar experience. It would take more than 100 days to try a different type of beverage everyday.

Starbucks has plans to open Roasteries in Milan and NY in 2018, as well as Tokyo and Chicago in 2019.

{ 17 } When Google, McDonald's and Coca-Cola all quit China, Starbucks keeps pouring money into this Middle Kingdom.



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