First look at Starbucks' Reserve Roastery in Shanghai

The World's Largest Starbucks Just Opened in Shanghai and We Have 1 Word Wow

"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.

Twin to the Seattle-based inaugural small-lot Reserve cafe, the new restaurant boasts Starbucks' first augmented reality experience. The first Starbucks Reserve Roastery opened in the company's home city of Seattle.

"Chinese consumers, especially the younger generation, are looking for things more quality-driven, more unique, that speaks to who they are", said Mr Jack Chuang, a Shanghai-based partner at OC&C Strategy Consultants who has studied the Chinese coffee market.

It wouldn't come as a surprise if this "friendship" and "shared values" resulted in key partnerships that would tremendously benefit the Starbucks brand in China, which helping Ma leverage Starbucks' considerable presence in the United States and other key markets.

The Shanghai location is just one of five Roasteries expected to open before 2020.

Starbucks is serving more than 5 million customers in China per week, Johnson said.

Despite a long, proud history of tea drinking and the fact that a tall latte costs as much as $4.69 in China, people have taken to coffee and culture of Starbucks with its specialty drinks and free Wi-Fi and bathrooms.

Starbucks plans to open other Roastery cafes in New York, Tokyo, Milan and Chicago.

The bars allow customers to be up close and watch as their coffee is brewed.

In addition, the light jade colouring of the bar was inspired by ancient green clay teapots, Starbucks said. It is also the only tea bar created from recycled materials using a 3-D printer, measuring 7.5 metres (25 feet) in length.

This location will be manned by more than 30 skilled Chinese bakers and chefs and feature more than 80 items baked fresh on-site daily. The Roastery's digital experience is designed by Starbucks and powered by Alibaba Group's scene-recognition technology.

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