Starbucks to Open Biggest Cafe in the World in Shanghai

Ivan Schwartz
December 8, 2017

Speaking to the Financial Times before the official opening of the Shanghai roastery, he also said that the new roastery concept "represents the ability to take the customer up" at a time when an increasing number of Chinese consumers no longer regard some USA brands as premium.

There's a "pairing bar", which focuses on how coffee complements food.

Shanghai's newest Starbucks also sells beer and wine, including a craft beer made from Kenya, Colombia and Guatemala coffees. A pair of massive black cast iron ovens will bake up to 80 different products daily.

The chocolate chunk with almond cookies look especially tempting - but at 38RMB, or $5.75 each - they should be.

Trays of temptation sit everywhere, filled with Italian-style croissant called cornetti, breads studded with olives, tomatoes and fresh herbs and even a gourmet take on cinnamon rolls.

The store in Shanghai is only one of the five Roasteries that were expected to open before 2020.

However these are no ordinary chairs.

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Start by visiting three of their extensive coffee bars, which showcases various brewing methods with some of the rarest, small-lot coffees in the world.

The AR experience acts as a virtual tour guide of the Starbucks Reserve Roastery in Shanghai, and offers an option for ordering from custom tasting menus and more. The experience brings to life information about the Starbucks bean-to-cup story. Through Alibaba's Taobao mobile app, visitors can view augmented reality-powered digital menus and details of each coffee bar, brewing methods and merchandise.

They can have similar experiences all over the roastery, Emily Chang, senior vice president and chief marketing officer for Starbucks, China, said in a company press release, "It's like Alice in Wonderland meets Willy Wonka".

The new Starbucks-branded attraction is the first to open outside of the US and roughly twice the size of the original Reserve Roastery in Seattle.

The Starbucks Foundation and Starbucks China plan to make charitable donations totaling approximately $20 million USD (RMB 132 million) over the next five years to drive social impact in communities across China.

Starbucks, the U.S. coffee shop chain, has opened a vast new megastore in Shanghai, which includes a range of added features created to appeal to Chinese consumers, such as an upmarket bakery and augmented reality experiences.

Other reports by GizPress

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