Futuristic Starbucks Roastery opens today in Shanghai



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".

Starbucks is using augmented reality (AR) to drive its omni-channel retail efforts, blending the online and in-person store experiences.

As customers enter the new Roastery, they are greeted by the sight of a two-story, copper cask, adorned with more than 1,000 traditional Chinese chops (or stamps) that have been hand-engraved to narrate the story of Starbucks and coffee.

Now, as part of the company's aggressive expansion in China, the Seattle-based coffee retailer opened its largest store in the world: a almost 30,000-square foot compound that does much more than simply serve coffee.

SHANGHAI | Starbucks has opened on Wednesday in Shanghai its more spacious facility world, at a time when the american giant intends to establish itself in China, a country where the consumption of coffee explodes after having always been confidential.

Alibaba's online marketplace, Tmall, can also be used to further extend the shopping experience at Starbucks Reserve Roastery in Shanghai.

The store in Shanghai is only one of the five Roasteries that were expected to open before 2020. It's as if they've gone through the looking glass via their phones, peering inside the cask to watch an animated version of newly roasted beans dropping into the cask.

With a new Starbucks store opening in China every 15 hours - setting the country well on the path to surpass the U.S. total number of stores within a decade - it's clear that those dreams are going to keep growing at an extraordinary rate. For comparison, there were more than 11,100 Starbucks in America in 2012. This outlet highlights the unexpected success of the company in China.

Belinda Wong, the CEO of Starbucks China, explains that Starbucks Reserve Roastery isn't just a store but "carries the dreams of 40,000 partners", in other words their China-based employees.

"It's obvious to us that the holding power of China for Starbucks is going to be much more significant than the holding power of the USA", he said.

"When you look at our pricing structure, we look at it market by market". Over the past year, sales in China grew by seven percent compared to a three percent in the rest of the word, ABC News reported.

"This is a show store", John Gordon, a restaurant analyst at Pacific Management Consulting, told CNN.

The store's boasting rights as the world's largest won't last long, though. Instead, they can order from anywhere in the 30,000-square-foot building.

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