Published: Thu, December 07, 2017
Worldwide | By Victor Meyer

The World's Biggest Starbucks Lands in Shanghai With Augmented Reality

The World's Biggest Starbucks Lands in Shanghai With Augmented Reality

Opening Tuesday in the Chinese city is Starbucks' second Reserve Roastery, a "megastore" that is more of a mecca for coffee lovers than a traditional cafe.

Starbucks now has about 3,000 stores in China, but it wants to put in at least another 2,000 by 2021 to take the grand total up to 5,000.

Comparable-sales growth in China is outpacing the U.S. Last quarter, China posted an eight per cent increase, compared with a three per cent gain in the U.S., excluding impacts from Hurricanes Harvey and Irma.

"To us, we open 500 plus stores a year, but to us, it's not about 500".

In 2012, Starbucks China has operated the China Starbucks Farmer Support Center in Pu'er in the Yunnan Province, supplying agronomists to work in concert with government representatives and local farmers to improve quality and production through the region. Starbucks said that the shape was inspired by an espresso machine.

Starbucks is going venti in China.

In China, Starbucks' young baristas and shift supervisors receive a housing allowance subsidy, Wong said. "The friendship and the shared values we have and their reach, our brand - there are things that we could do together".

More news: YouTube says over 10000 workers will help curb shady videos

Customers in China can pay for Starbucks purchases using the mobile payment service from Alibaba-affiliate Alipay, which the roaster began accepting in September.

The company is riding that wave and expanding aggressively in China, opening a new Starbucks store every 15 hours on average.

It is betting China's hunger for luxury goods is transferable to coffee.

A Starbucks "partner" makes a siphon brew in the new Starbucks Roastery in Shanghai, China. "Starbucks is not a premium brand any more, as when it first came".

The outlet, which is approximately half the size of a soccer field, was described by Starbucks as a "state-of-the-art premium reserve roastery" and has been specifically created to attract affluent, white-collar Chinese consumers, according to the Financial Times. Basically, it's like the Willy Wonka Chocolate Factory of coffee shops.

Additional Roasteries are slated to open in Milan and NY in 2018 and in Tokyo and Chicago in 2019.

Still, roll-out has been slowed by high construction costs and trouble finding suitable real estate.

Like this: