Sunday, 17 December, 2017

World's largest Starbucks store to open in China

A “Steampunk” device uses steam to extract the best flavor from tea at the Starbucks Roastery in Shanghai Starbucks Is Opening Its Largest Starbucks Ever – And You Have to See Inside
Lisa Bryan | 07 December, 2017, 02:53

Opening Tuesday in the Chinese city is Starbucks' second Reserve Roastery, a "megastore" that is more of a mecca for coffee lovers than a traditional cafe.

'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. Executive chairman Howard Schultz believes that appetite for top-end luxury goods in the People's Republic is transferable to coffee and predicted at the roastery's unveiling that China is on course to become the company's biggest market within a decade, according to Bloomberg. Customers can point their smartphones around the roastery for an augmented reality experience.

Starbucks first debuted the Roastery store format in 2014; much larger than a typical Starbucks store, the Roasteries showcase single-origin beans that are roasted on-site and prepared with a variety of brewing methods, from Chemex to pour-over.

Starbucks chains are viewed as upmarket destinations in China, enabling the company to extract more profits from them.

The new roastery in Shanghai is expected to enhance Starbuck's reputation as a go-to place for dates and business meetings at a time when some locals argue that the company is losing its premium branding.

Starbucks has said it plans other Roastery cafes in New York, Tokyo and Italy. At this rate, the coffee giant estimates that a new store opens ever 15 hours in China.


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

Starbucks is serving more than 5 million customers in China per week, Johnson said. The three wooden coffee bars, including one that is 88 ft. long - the longest at any Starbucks - were handcrafted by premiere Chinese artisans and reference the unique roasting curve of individual coffee beans.

The bars allow customers to be up close and watch as their coffee is brewed.

With over 100 beverages on the menu, including a tea infused with nitrogen, we're sure even the pickiest of percolators will find their niche.

Like the location in Seattle, the Shanghai Roaster will feature menu items that can not be found at any other Starbucks location.

But the Shanghai roastery won't hold the title of largest Starbucks for too long. The bar is made entirely out of 3-D printed recycled materials, the company said.

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