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World's largest Starbucks to open in Shanghai

07 December 2017

A press release describes the new Starbucks Reserve Roastery Shanghai as the company's "most ambitious project ever" and as offering the "first fully immersive coffee experience in Asia".

Starbucks says the shop includes hundreds of baristas, freshly baked goods and pays homage to the culture of China.

Starbucks Coffee Company has pulled out all the stops in Shanghai, opening the second location of its interactive, multi-sensory Starbucks Reserve Roastery format.

An inside look at Reserve Roastery in Shanghai
World's largest Starbucks to open in Shanghai

Revenue from the Asia-Pacific region accounted for nearly 15 per cent of Starbucks' revenue for the fiscal year ended in October.

The outlet, which is approximately half the size of a soccer field, was described by Starbucks as a "state-of-the-art premium reserve roastery" and has been specifically created to attract affluent, white-collar Chinese consumers, according to the Financial Times. Created from recycled materials using a 3-D printer and 25-ft.in length, the tea bar is a light jade color with dark shadows to represent tea stains formed in a teapot over time.

The Shanghai flagship store will offer a range of Chinese teas at a "tea experience bar", as well. The experience brings to life information about the Starbucks bean-to-cup story.

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China has become Starbucks' second-largest and fastest growing market.There are more than 3,000 Starbucks stores in China, with 600 in Shanghai alone, and Starbucks plans to increase that number to 5,000 by 2021. The Roastery's digital experience is designed by Starbucks and powered by Alibaba Group's scene-recognition technology.

The Seattle-based coffee company opened a 30,000-square-foot store in Shanghai on Tuesday.

"Jack and I have spoken about a lot of different things", he said, referring to Alibaba chairman Jack Ma, when asked whether the partnership could extend beyond mobile payment services. A standard latte at the coffee chain is already pricier than fresh brews at many local cafes in Shanghai.

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Starbucks opened its first Reserve Roastery in its home city Seattle in 2014.

Starbucks is now building more net new company-operated stores in China than the USA, said CEO Kevin Johnson, who replaced CEO Howard Schultz in April when the long-time leader transitioned into the role of executive chairman.

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World's largest Starbucks to open in Shanghai