Starbucks Opens Premium Reserve Roastery in China

Starbucks offers AR tours of its lavish Shanghai coffee shop

Starbucks offers AR tours of its lavish Shanghai coffee shop

The company opened a 30,000-square-foot Reserve Roastery in Shanghai, its flashiest commitment to its growing Chinese business. Roastery locations offer a bigger, more luxurious experience for coffee-lovers and sell drinks not found on regular Starbucks stores across the world.

As Silvia Antonioli reports, the opulent flagship store with gourmet coffees and a bakery and will be open to the public on Wednesday - one of the 10,000 outlets that Starbucks is planning to operate in China within a decade.

Twin to the Seattle-based inaugural small-lot Reserve cafe, the new restaurant boasts Starbucks' first augmented reality experience.

Schultz said on Tuesday at a briefing in Shanghai that it was obvious to the company that the holding power for Starbucks in China will be more significant than the USA holding power. Starting with the two-story copper cask, adored with more than 1,000 traditional Chinese stamps, hand-engraved to narrate the chain's 46-year history. "Strengthening partner-driven and locally-relevant community engagement" are just some of the buzzwords floating around the new initiative, which will see the introduction of Yunnan Reserve coffee, grown in Pu'er, exclusively at the Shanghai Reserve Roastery.

One of its three coffee bars is 88-feet long, the longest Starbucks bar in the world - because waiting in line is so 2016.

Pogba reveals what he hates about Jose Mourinho's training sessions
Mourinho was then asked why he was not surprised, and said: "I can't answer to the second question". We have lost games here against Man United where we didn't deserve anything.

And Starbucks is playing to that image with this new shop in Shanghai.

While Starbucks may no longer hold the monopoly it once did over the American coffee market, the global cafe chain is doing remarkably well in China, where it first set up shop in 1999.

The company is riding that wave and expanding aggressively in China, opening a new Starbucks store every 15 hours on average. Same-store sales gained 8 percent in the country during the most recent quarter, compared with 2 percent globally.

Starbucks expanded its investment in China in July, when it announced plans to buy out the partners in its East China joint venture.

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