december 07, 2017 - Starbucks

Starbucks Opens State-of-the-Art Premium Reserve Roastery in Shanghai

New multi-sensory retail experience offers customers an immersive:

  • manufacturing and cafe environment including roasting, packaging and brewing;

  • integrated offline and online augmented reality (AR) digital experience; and

  • debut of #food freshly baked onsite by Italian #food purveyor, Rocco Princi for the first time ever in China

China is #starbucks fastest growing market with a store opening every 15 hours, marking immense opportunity across the country which is unparalleled for any other global consumer brand

The #starbucks Foundation and #starbucks China reaffirms commitment to the China market announcing a social impact commitment of $20 million USD (RMB 132 million) over the next five years

SHANGHAI, Dec. 5, 2017–– #starbucks Reserve Roastery in #Shanghai, the first fully immersive coffee experience in Asia, will celebrate its historic opening tomorrow, Dec. 6, culminating in #starbucks most ambitious project ever. When the doors open to the world’s second #starbucks Roastery, created three years after the inaugural Seattle Roastery, customers will be greeted by a multi-sensory coffee experience in an interactive coffee and retail destination like no other.

The Roastery is the epitome of coffee and retail innovation for #starbucks in China, the company’s fastest-growing market with more than 3,000 stores across 136 cities, unprecedented for any global consumer brand and with immense growth opportunity. #starbucks already has more
than 600 stores in #Shanghai – the largest number of stores in any city where

Starbucks (NASDAQ: SBUX) has a presence.

As customers enter the Roastery and step through the front doors of the 2,700-square-meter (30,000-square-foot) building, they’ll be greeted by the stunning sight of a two-story copper cask, adorned with more than 1,000 traditional Chinese chops, or stamps, hand-engraved to narrate the story of #starbucks and coffee. As part of their experience, customers can visit many

attractions including one of three coffee bars offering multiple brewing methods, explore specially- crafted teas at the 3-D printed tea bar, enjoy freshly baked Italian artisanal #food by Princi, and marvel at the ceiling made of 10,000 handmade wooden hexagon-shaped tiles, inspired by the locking of an espresso shot on an espresso machine.

And, all along the way, customers can point their mobile devices around the Roastery for even more moments of discovery as they immerse themselves in the augmented reality (AR) experience. Integrating this technology into the store, located at 789 Nanjing Road W., in one of the world’s busiest shopping destinations, makes it one of the most advanced digital locations for #starbucks in the world.

“The affinity we have built with our partners (employees) and customers over the past 18 years in China is special and we knew we must bring the Reserve Roastery, our boldest, most premium store ever, to #Shanghai, China’s bustling metropolitan hub and one of the world’s most dynamic retail destinations, as well as a gateway to customers from across Asia and the world,” said Howard Schultz, executive chairman of #starbucks Coffee Company. “We’ve created a space that both recognizes and celebrates our 46-year history of coffee leadership and retail innovation with China’s rich, diverse culture." 

More information on the press release

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