Inside the 30000-Square-Foot Starbucks Reserve Roastery in Shanghai

Inside the 30000-Square-Foot Starbucks Reserve Roastery in Shanghai

Inside the 30000-Square-Foot Starbucks Reserve Roastery in Shanghai

Roastery locations offer a bigger, more luxurious experience for coffee-lovers and sell drinks not found on regular Starbucks stores across the world.

China is Starbucks' fastest growing market with more than 3,000 stores across 136 cities.

In addition, Starbucks has included an augmented reality or AR experience for people who visit Shanghai's Roastery. Roastery customers are invited to immerse themselves in the first Starbucks augmented reality (AR) experience - accessible through the custom-designed Roastery digital web-app platform or on Alibaba's Taobao app.

Starbucks opened its first store in China in 1999 in Beijing. When customers enter the massive new Roastery building, which measures up at 2,700 square-meters (30,000 square-feet), they'll be greeted by a two-story copper cask adorned with over a thousand hand-engraved Chinese stamps, collectively narrating the story of Starbucks coffee.

It is the second such high-end concept store opened by the coffee chain after the first opened in Seattle three years ago. The ambitious storefront is being called the Shanghai Reserve Roastery and looks more like a resort than a cafe.

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The Starbucks Roastery follows Smith & Sinclair's "experiential" chocolate shop in Britain's John Lewis, and the sensor-decked NikeLab in London and NY stores previous year. 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. The company announced plans in July to buy out its partners in its Each China joint venture, for US$1.3 billion.

The Shanghai space also features a Starbuck's Teavana Bar, as well as coffee from Pu'er, a famous tea area in China's Yunnan province in the country's far southwest.

Princi baked items are shown in the new Starbucks Roastery in Shanghai, China.

The company is riding that wave and expanding aggressively in China, opening a new Starbucks store every 15 hours on average. In the third quarter ending October 1, China's comparable store sales grew 8 percent, compared to a 2 percent global growth and 2 percent growth in the US market.

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