STARBUCKS ATTACKS SHANGHAI WITH WORLD’S BIGGEST COFFEE MALL – YOU WON’T BELIEVE YOUR EYES, IT’S AMAZING!

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.

Starbucks China - Coffee from Yunnan Province

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.

Starbucks Reserve Roastery Shanghai - Nanjing Xi Lu

{ 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.

Starbucks Reserve Roastery Shanghai - Ceiling Wooden Hexagon-Shaped Tiles

 

{ 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.

Starbucks Reserve Roastery Shanghai - Three Coffee Experience Bars

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

Starbucks Reserve Roastery Shanghai - Unique Teavana Tea Infused with Nitrogen

{ 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.

Starbucks Reserve Roastery Shanghai - More Than 100 Beverages

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

Starbucks Reserve Roastery Shanghai - Teavana Bar

 

{ 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.

Starbucks Reserve Roastery Shanghai - Princi Bakery 2

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

Starbucks Reserve Roastery Shanghai - Princi Bakery - 80 Menu

 

{ 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.

Starbucks Reserve Roastery Shanghai - AR Augmented Reality Experience

 

{ 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.

Starbucks Reserve Roastery Shanghai - Coffee Being Roasted

{ 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.

Starbucks Reserve Roastery Shanghai - Lots of Customers

{ 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.

Starbucks Reserve Roastery Shanghai - Twice As Large As Seattle Roastery

{ 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.

Starbucks Reserve Roastery Shanghai - Coffee Bar

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

Starbucks Reserve Roastery Shanghai - In-house Made Food

{ 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).

Starbucks Reserve Roastery Shanghai - First Starbucks Reserve Roastery outside the United States

{ 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.

Starbucks Reserve Roastery Shanghai - China is Starbucks Fastest Growing Market

{ 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 cultureand gains their trust.

Starbucks Reserve Roastery Shanghai - Employees Working Happily

 

– Finance Twitter

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