Starbucks has opened its largest ever Reserve Roastery in one of its largest single markets with a 2700 square metre location in Shanghai, China. China is Starbucks fastest growing market with a store opening every 15 hours, and Shanghai is its busiest single city in the world, with more than 600 Starbucks stores located there.
The Roastery will be open to the public with a number of attractions created to enrich the experience. There are three coffee bars offering multiple brewing methods, specially-crafted teas at the 3D tea bar, freshly baked Italian artisanal food by Princi, as well as the two-story copper cask at the entrance (pictured above) and the ceiling covered in 10,000 handmade wooden hexagonal tiles.
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 that brings to life information about the Starbucks bean-to-cup story. Integrating this technology into the store in one of the world’s busiest shopping destinations, makes it one of the most advanced digital locations for Starbucks in the world.
For the first time ever, unique, small-lot Reserve coffee which Starbucks sources from more than 30 countries around the world, including coffee from China’s Yunnan Province, will be roasted in China by eight highly trained Chinese coffee roasters – passing on 46 years of Starbucks roasting expertise to the first batch of Chinese roasters.
The Yunnan Reserve coffee, grown in Pu’er in Yunnan Province, is roasted and available exclusively at the Roastery in Shanghai. Like the Shanghai Roastery, the Yunnan Reserve coffee truly is made “In China, For China.” The introduction of Yunnan Reserve coffee also signifies an important step in completing the Starbucks China supply chain, delivering premium coffee from bean-to-cup, and now introducing a rare, exquisite, yellow honey-processed cup of Yunnan coffee to a global audience.
The Shanghai Roastery will become the first Starbucks location, and the first-of-its kind in China, to seamlessly integrate a real-time, in-store and online customer experience.
This information was sourced at Beanscene Magazine - click here.