Starbucks Reserve Roastery opens in Shanghai

An augmented reality app is used in the new Starbucks 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.

The world's largest Starbucks opened in Shanghai Dec. 6.

It is the company's fastest growing market and they are expanding rapidly. 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.




This new Shanghai store is almost 30,000 square feet, has over 100 beverages on the menu, and allows customers to participate in the first AR (augmented reality) experience from Starbucks. Yet the Reserve Roastery is quite unlike any of the existing 3,000 Starbucks stores throughout China, offering immersive coffee- and tea-focused experiences throughout multiple stories. Using fine tea ingredients, the bar's "tea curators" will handcraft new brews through Starbucks' classic tea mixology, as well as using more surprising processes such as nitrogen and tea. "Strengthening partner-driven and locally-relevant community engagement" are just some of the buzzwords floating around the new initiative, which will see the introduction of Yunnan Reserve coffee, grown in Pu'er, exclusively at the Shanghai Reserve Roastery. Starbuck will open another Roastery in Milan, Italy in 2018 and Chicago in 2019.

This includes over 600 stores in Shanghai - the largest number of stores in any city where Starbucks has a presence. Thus, Starbucks envisages making mainland China a vital market by opening 5,000 cafes there by 2021. The success of the Seattle Roastery, which opened in late 2014, demonstrated to Starbucks the potential for more upscale locations and provided a blueprint for the other Roasteries in the works around the world. Same-store sales gained 8 percent in the country during the most recent quarter, compared with 2 percent globally.

Starbucks Shanghai Reserve Roastery is now open at 789 Nanjing Road W.in Shanghai, China. The company announced plans in July to buy out its partners in its Each China joint venture, for US$1.3 billion.

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