The world's largest Starbucks has landed in Shanghai

Starbucks

Starbucks has just opened its largest store in the world in Shanghai.

Ma explained that Starbucks owes its success in the country to its focus on understanding Chinese people and the Chinese market, along with making its coffee with abstract ingredients like "heart", "love", and "passion". The eco-system is mind-boggling where customers could get everything they want under one roof.

The venti sized outlet is called the Starbucks Reserve Roastery Shanghai.

It's the longest coffee bar in the world, according to a release sent out by the coffee giant, with a two-storey roasting cask and a 3D printed tea bar. It's as if they've gone through the looking glass via their phones, peering inside the cask to watch an animated version of newly roasted beans dropping into the cask. A pair of massive black cast iron ovens will bake up to 80 different products daily.

The 30,000-square-foot Starbucks Roastery, the first of its kind in Asia, introduces visitors to a fully immersive coffee wonderland.

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. The augmented reality points in the establishment remain an exclusive for the Shanghai store.

Guests can virtually see them resting before they are whisked through copper pipes to the coffee bars, and they can read about the process a bean goes through on the way to becoming a cup of coffee.

{ 11 } Still, the main reason Starbucks Reserve Roastery exist is the experience. And with a different combination of bakery options, the choice is nearly unlimited.

Customers have the option of "tasting journeys" to highlight the roastery's food and beverage offerings. There's a plan for similar megastore in Milan and NY (2018) and Tokyo and Chicago (2019). "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". Peet's Coffee, a craft chain that rivals Starbucks at home, opened its first China store last month, and has brought in local help from investment firm Hillhouse Capital and Sam Su, ex-China head of Yum Brands Inc, who drove impressive growth for KFC and Pizza Hut in China.

{ 17 } When Google, McDonald's and Coca-Cola all quit China, Starbucks keeps pouring money into this Middle Kingdom.

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