Like Apple’s iPhone, China is a critical market to Starbucks. There are more than 3,000 Starbucks stores in China, with 600 in Shanghai alone. Hence, it’s only natural that the company’s second Reserve Roastery opened with a big bang in Shanghai. It’s first flagship Reserve Roastery and Tasting Room opened in its home market of Seattle in 2014.

 

On Tuesday, armed with a mind-boggling 30,000-square-foot (2,700 square-meter) mall, Starbucks finally opened its megastore for coffee lovers. Starbucks plan to launch 5 Roasteries (besides Seattle) before 2020. After Shanghai, the second and third are scheduled to open in Milan and New York (2018) and subsequently in Tokyo and Chicago in 2019.

 

For the first time ever, 8 highly trained Chinese coffee roasters become the first batch of Chinese roasters – inheriting “kung-fu” – from 46 years of Starbucks roasting expertise. Coffee beans from more than 30 countries around the world, including coffee from China’s Yunnan Province, are being sourced and brewed so that customers can enjoy a fresh cup of Reserve coffee.

Shanghai’s Roastery is equipped with 3 coffee bars, including one that is 27 meters (88 feet long) – the longest at any Starbucks, and were handcrafted by premiere Chinese artisans. Customers can watch beans being roasted as baristas brew cups using 6 different methods. There’s also a 3D-printed Teavana tea bar serving nitrogen-infused drinks, as well as goods by Italian baker Rocco Princi.

 

The company has actually engaged the help of e-commerce giant Alibaba to create an augmented reality (AR) experience – by simply pointing their mobile devices to get life information about the Starbucks story. So, how does the Shanghai’s Roastery – the world’s biggest Starbucks – look like?

 

 

{ 1 } Shanghai’s Roastery is Starbucks biggest store in the world.

 

 

{ 2 } It’s ceiling design was uniquely designed – comprised of 10,000 handmade wooden hexagon-shaped tiles. Starbucks said that the shape was inspired by an espresso machine.

 

 

{ 3 } Starbucks’ Shanghai Roastery has 3 coffee experience bars, one of which is a whopping 88 feet long, the longest Starbucks coffee bar in the world.

 

 

{ 4 } As unique as its ceiling design, Shanghai’s unique beverages including Teavana tea infused with nitrogen using a new steam tea brewing technique.

 

 

{ 5 } Shanghai Roaster features menu items that cannot be found at any other Starbucks location. Chinese coffer lovers will be pampered with more than 100 beverages – with special focus on tea.

 

 

{ 6 } The Roastery in Shanghai also includes China’s first Teavana Bar. The bar is made entirely out of 3-D printed recycled materials.

 

 

{ 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.

 

 

{ 8 } Princi is being manned by more than 30 skilled Chinese bakers and chefs, producing more than 80 items baked fresh on-site daily.

 

 

{ 9 } Shanghai’s Roastery includes something called the AR (augmented reality) experience. Powered by Alibaba, diners just need to point their phones at items to get more information about them and Starbucks’ history.

 

 

{ 10 } The Roastery isn’t just a place to sip coffee but also features a fully manufacturing environment – roasting, packaging and brewing. Visitors can actually see how coffee beans are being roasted in a 2-story, 40-ton cask.

 

 

{ 11 } Still, the main reason Starbucks Reserve Roastery exist is the experience. The eco-system is mind-boggling where customers could get everything they want under one roof.

 

 

{ 12 } At nearly twice the size of Roastery in Seattle – the largest Starbucks in the U.S. – Roastery in Shanghai is a must visit even for Americans visiting China.

 

 

{ 13 } With 3 different coffee bars, it’s hard to get boring with Starbucks. It would take more than 100 days to try a different type of beverage everyday. And with a different combination of bakery options, the choice is almost unlimited.

 

 

{ 14 } In addition to beverages and Italian bakery Princi, Shanghai’s Roastery also serves food made in-house.

 

 

{ 15 } Shanghai is the first Starbucks Reserve Roastery outside the U.S., and only second Reserve Roastery to date. There’s a plan for similar megastore in Milan and New York (2018) and Tokyo and Chicago (2019).

 

 

{ 16 } China is Starbucks fastest growing market with a new store opening every 15 hours. After its presence in China for more than 18 years, Starbucks now has more than 3,000 stores across 136 cities – over 600 stores in Shanghai alone.

 

 

{ 17 } When Google, McDonald’s and Coca-Cola all quit China, Starbucks keeps pouring money into this Middle Kingdom. Not only it employs more than 10,000 employees here, Starbucks actually offers housing allowances, health care benefits and even critical illness insurance for parents of its staffs. The recipe to success – knows the Chinese culture and gains their trust.

 

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December 6th, 2017 by financetwitter

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