Monday, 11 December, 2017

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

At the Starbucks Roastery in Shanghai small-lot coffees are loaded for roasting in front of a two-story 40-ton copper cask on which traditional Chinese chops or stamps are displayed to tell the story of Starbucks and its Reserve coffee. (Courtesy of S Inside the 30000-Square-Foot Starbucks Reserve Roastery in Shanghai
Charlie Simmons | 07 December, 2017, 02:52

The company has even enlisted the help of e-commerce giant Alibaba to create an augmented reality experience within the Roastery. One of the key features of the store is the ceiling, which is made of 10,000 handmade wooden hexagon-shaped tiles, inspired by the locking of an espresso shot on an espresso machine.

On Tuesday, crowds sampled fresh brews and watched beans being roasted on-site at the grand opening event for the brand's first global Starbucks Reserve Roastery, focused on serving higher-end gourmet coffee.

Good news for coffee lovers near Shanghai, they have opened the doors to the largest Starbucks location yet. Customers can watch the green beans as they are roasted, then sent through copper "symphony" pipes (named because of the musical sound the beans make as they travel through them) directly to silos at the coffee bars.

Starbucks is now building more net new company-operated stores in China than the US, said CEO Kevin Johnson, who replaced CEO Howard Schultz in April when the long-time leader transitioned into the role of executive chairman. Created from recycled materials using a 3-D printer and 25-ft.in length, the tea bar is a light jade color with dark shadows to represent tea stains formed in a teapot over time. The experience brings to life information about the Starbucks bean-to-cup story.

For foodies, the highlight of the Shanghai Reserve Roastery experience will be Princi pastries, pizzas, and bread.

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The Shanghai Reserve roastery will be the first Starbucks store globally to offer its Yunnan Reserve coffee, a yellow-honey-process coffee from Yunnan, while Reserve-line coffees from approximately 30 other origins will be available throughout the year. "Starbucks is not a premium brand any more, as when it first came".

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 menu includes more than 80 different foods, catering for breakfast, lunch and dinner - from flaky cornetti to focaccia sandwiches filled with Parma ham and Italian mozzarella.

Starbucks Corp. (SBUX) will open its biggest café in the world in Shanghai on Wednesday in a bid to maintain its upscale reputation in the increasingly important Chinese market.

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