World's largest, most lavish Starbucks opens in Shanghai

07 Décembre, 2017, 04:19 | Auteur: Auguste Feret
  • Jack Ma Lecturing

Starbucks has opened a new location, but it's quite a bit bigger than your average coffee shop.

Dubbed the "first fully immersive coffee wonderland in China", it's something of a caffeine-fueled Disneyland. The opening of a premium Reserve roastery in Shanghai is expected to increase Starbucks's brand image and drive its SSSG.

A new Starbucks opens every 15 hours in China, the company says. The new store will roast beans on site in a massive copper cask.

The store has a Willy Wonka feel, with a giant two-story cask holding tons of freshly roasted beans that are sent out to the café's various bars through tubing that snakes along the ceiling while packaged beans wander around on conveyor belts.

The ceiling is covered in 10,000 handmade tiles made from American walnut, that are hexagonal in shape and apparently inspired by the locking of an espresso shot on an espresso machine.

But the Shanghai Roastery won't hold the title of largest Starbucks for too long.

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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.

In addition, the Roastery digital web-app platform also incorporates a digital menu and will intuitively, through AR technology, share details of the coffee bars, brewing methods, as well as other not-to-be-missed unique online and offline experiences.

According to the press release, "China is the company's fastest-growing market with more than 3,000 stores across 136 cities", and in Shanghai alone, "Starbucks already has more than 600 stores - the largest number of stores in any city where Starbucks has a presence". The handcrafted long bar, one of three on site, is aptly-named, as at 88 foot it's the world's longest coffee bar.

The first Starbucks augmented reality (AR) experience is available, either through the Roastery app or on Alibaba's Taobao app. The experience brings to life information about the Starbucks bean-to-cup story.

"When people ask me how much can you really grow in China, I don't really know what the answer is, but I do believe it's going to be larger than the U.S.", Schultz told the New York Times. During their journey, customers can earn virtual badges.

The building, which is created to look like a giant coffee bean from the sky, houses three coffee bars-one of which stretches 88 feet-a Teavana tea bar made of 3D printed recycled materials, a two-story, 40-ton copper cask used to refill the store's coffee silos and a ceiling covered in 10,000 handmade tiles constructed from American walnut inspired by an espresso machine.

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