Shanghai's Starbucks Mega-Store Opening With an Eye On Digital Distillation

07 December, 2017, 02:55 | Author: Diane Mills
  • Is this the world's most luxurious Starbucks? Lavish new cafe launches in Shanghai complete with a 3D-printed tea bar, freshly baked Italian artisanal food and a multi-sensory coffee experience

Take a look at the new Reserve Roastery in this gallery.

The incredible store even features Starbucks' first-ever augmented reality experience where digitally-savvy customers can point their phone at different features around the venue to receive instant information and feedback on anything from the bean to coffee process, to varying brewing methods. "Now in Shanghai you can see Starbucks anywhere".

The location is actually only the second Starbucks Reserve Roastery in the world: the first opened three years ago in Seattle.

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. 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.

In connection with the opening, the Starbucks Foundation and Starbucks China announced plans to to make charitable donations totaling approximately $20 million over the next five years to programs and projects that contribute to, "meaningful and enduring social impact through poverty alleviation by creating opportunities for groups facing barriers, strengthening partner-driven and locally relevant community engagement, and improving lives of Yunnan coffee farmers and their families".

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'Rocco and his team's passion for handcrafted food and artisanal baked goods at Princi mirrors how I feel about our coffee, ' Mr Schultz said. Starbucks said that the shape was inspired by an espresso machine.

Shares of Starbucks have risen 5.8 per cent this year.

The company agreed to acquire the remaining 50 per cent of the business in a US$1.3-billion (S$1.8-billion) transaction, giving it ownership of about 1,300 cafes in Shanghai and the Jiangsu and Zhejiang provinces. The company already has over 600 stores in Shanghai - the largest number of stores in any city where Starbucks has a presence. "Starbucks is not a premium brand any more, as when it first came". "For coffee, there's a certain kind of "in-the-know" from consumers who seek out these good boutique shops".

Still, roll-out has been slowed by high construction costs and trouble finding suitable real estate.

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