etvfutures.com
etvfutures.com December 18, 2017


Shanghai Opens World's Largest Starbucks (For Now)

07 December 2017, 07:17 | Opal Carroll

Starbucks

Starbucks

The first such roastery, which opened in Seattle in 2014, is about half its size.

Unlike many Starbucks sites, Shanghai's Reserve Roastery sells beer and wine, including a craft beer made from Kenya, Colombia and Guatemala coffees.

The new upscaled Starbucks store offers coffee beans from over 30 countries that are available to be roasted on premise.

At the first Starbucks Reserve Roastery in Asia, a guest would normally see a two-story copper roasting cask adorned with almost 3,000 hand-carved Chinese stamps.

Starbucks has opened a new location, but it's quite a bit bigger than your average coffee shop. While speaking at the event, Ma said that people who feel American companies are not successful on Chinese soil should take a look at Starbucks- which is opening one store every 15 hours in the country.

Dubbed the "first fully immersive coffee wonderland in China", it's something of a caffeine-fueled Disneyland.

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. The coils of long copper pipes criss-cross the ceiling, carrying the beans from the copper cask to the main coffee bar.

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{ 7 } Italian bakery, Princi, which made its debut in Seattle's Roastery last month, is also featured in Shanghai's Roastery, making its first appearance to Asia.

"It's that unfiltered wonder, which overcomes even the most jaded, that really defines 'customer delight, ' " she said. A pair of massive black cast iron ovens will bake up to 80 different products daily. The eco-system is mind-boggling where customers could get everything they want under one roof.

The store is able to hold 1,000 to 1,200 customers at a time and has around 500 chairs on the site. It includes three coffee bars, one of which clocks in at 88 feet long - the chain's longest to date. As of now, China is the company's second-largest market in the world with 3,000 stores.

The app has a digital menu as well as details on the huge, borderline bewildering, range of brewing methods that include the Cold Brew Tower, Modbar Pour-Over and Siphon. During their journey, customers can earn virtual badges.

Chairman Howard Schultz told Bloomberg News that China is on its way to become the company's largest market in less than a decade."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 U.S.", he added.

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.



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