Starbucks continues Chinese expansion with huge luxury outlet in Shanghai

Starbucks Is Opening Its Largest Starbucks Ever – And You Have to See Inside

Starbucks Is Opening Its Largest Starbucks Ever – And You Have to See Inside

Starbucks has opened a stunning location in China that is 300 times bigger than the average coffee shop.

Howard Schultz, executive chairman of Starbucks Coffee Company, said the Reserve Roastery, was Starbucks' "boldest, most premium store ever".

The 30,000 square-feet Starbucks Reserve Roastery on the famous West Nanjing Road shopping strip will open its doors on 6 December.

Until now, Starbucks' only open Roastery was in Seattle, Washington.

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

The AR experience is powered by Alibaba Group's scene-recognition technology and users can access digital experiences, such as viewing menus, ordering special coffee blends and booking customised experiences via a dedicated Roastery app or through Alibaba's Taobao app.

The one bright spot was China, which stood out as Starbucks' fastest growing market.

No matter how many Starbucks stores you've been to, you've definitely never seen one like this.

China now has the second highest number of Starbucks outlets in the world (behind the US) and with extensive concerns in Japan and South Korea as well, the Asia-Pacific region is especially profitable for the company - it accounted for 15 percent of Starbucks' revenue for the last financial year. "We can build new stores in China for decades and still have [an] opportunity for growth there".

A central plank of Starbucks' Asia-Pacific strategy has been to market itself as a high-end meeting location, more than just a place to buy coffee, and that model appears to be behind much of the recent expansion in China.

Even though Chinese are traditionally tea guzzlers and less hooked on coffee than Americans, the country's growing ranks of upwardly mobile consumers still view Starbucks as an attractive, aspirational brand.

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