Business

Starbucks Opens Premium Reserve Roastery in China

Starbucks Opens Premium Reserve Roastery in China

Roasted coffee spills into a cooling tray in the new Starbucks Roastery in Shanghai, China.

No matter how many Starbucks stores you've been to, you've definitely never seen one like this.

Good news for coffee lovers near Shanghai, they have opened the doors to the largest Starbucks location yet. Customers at this lovely outlet settled on the West Nanjing Road shopping strip, now can watch beans being roasted, sample high-end brews and use a Starbucks augmented-reality digital app to interact with the store. There's also an on-site bakery with enough carbs from famed Italian baker Rocco Princi to keep you fueled as you explore Starbucks' first-ever augmented reality experience.

"The in-store AR integration is the latest digital innovation to come from Starbucks, which has become much like a tech company than a simple brick-and-mortar coffee retailer".

In addition, Starbucks has included an augmented reality or AR experience for people who visit Shanghai's Roastery.

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The Starbucks Foundation and Starbucks China plan to make charitable donations totaling about $20 million, or 132 million yuan, over the next five years to drive social impact in communities across China. Shanghai location is Starbucks' biggest store to date, and also its most advanced digitally. The Shanghai location is Starbucks' second, and twice as large as the Roastery in Seattle.

Until now, Starbucks' only open Roastery was in Seattle, Washington.

Four more reserve roasteries are expected to open by 2020, in Milan, New York, Chicago and Tokyo. It's home to three "coffee experience bars", one of which is 88 feet long, making it the longest Starbucks coffee bar in the world.

In Wu Qiong's small cafe in downtown Shanghai, coffee beans nestle in glass jars on the bar while various brews bubble away behind the counter.

Take a look at the photos showing the state-of-the-art roastery, Starbucks will be boasting about for a long time. Same-store sales gained 8 percent in the country during the most recent quarter, compared with 2 percent globally. Our corner Starbucks store suddenly seems inadequate!


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