Take a look inside the world's largest Starbucks

Dec 06, 2017, 00:39
Take a look inside the world's largest Starbucks

Starbucks on Wednesday, Dec. 6 is opening its biggest cafe in the world in Shanghai.

The Roastery is a window into Starbucks' future as the coffee chain attempts to bolster its premium image.

Three years after the company opened its first roastery on its home turf, Starbucks is testing the larger, upmarket store concept overseas for the first time in China, where it now has 3,000 sites. Major attractions of the new 2,700 square-meter espresso wonderland include a two-story copper cask, three different coffee bars, an integrated augmented reality (AR) experience, and a 3D printed tea bar.

Chinese are usually less hooked on coffee than their American counterparts, but for the growing middle class, Starbucks is still viewed as an attractive aspirational brand.

Starbucks is going venti in China.

Same-store sales at USA cafes were up 2% for the quarter ended 1 October, while sales in China were up 8%. There are 3,000 Starbucks in China now. The company said it plans to open 5,000 stores in the country by 2021.

It's the first Starbucks Reserve Roastery - the company's new retail offering - outside the U.S.

Schultz and Starbucks CEO Kevin Johnson made the trip for the opening.

Starbucks already has over 600 stores in Shanghai, the largest number of stores in any city where Starbucks has a presence.

"China represents the most important and exciting opportunity ahead of us". Five other sites for the specialty Starbucks brand are planned around the world, including two more US locations, one in Japan one in Italy, according to the company. There are also various coffee and tea bars, plus wine and craft beer for sale. 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. People can use their mobile app for Alibaba's shopping platform, Taobao, to get an AR store tour.

The shop is located on central Nanjing West Road, in a neighborhood with shops including Gap, Sephora and Uniqlo. Our corner Starbucks store suddenly seems inadequate! "That's more stores than we have in New York, London, Los Angeles, anywhere".

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