The World's Largest, Most Extravagant Starbucks Will Open Tomorrow
The World's Largest, Most Extravagant Starbucks Will Open Tomorrow
07 December, 2017, 04:20
With more than 600 Starbucks stores already in Shanghai, there's hardly a shortage of options to get your grande latte fix in China's biggest city.
Dubbed the "first fully immersive coffee wonderland in China", it's something of a caffeine-fueled Disneyland. "This interactive, retail environment will allow customers in China to better understand the craft of roasting and brewing a range of Starbucks coffees including the rare, limited availability of Starbucks Reserve coffees from around the world". The first such roastery, which opened in Seattle in 2014, is about half its size, CNN reported. 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. The new store will roast beans on site in a massive copper cask. 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. Called the Starbucks Roastery Shanghai, the outlet measures an astounding 30,000 sq ft - that is nearly half of a football field.
"It's that unfiltered wonder, which overcomes even the most jaded, that really defines 'customer delight, ' " she said.
Trays of temptation sit everywhere, filled with Italian-style croissant called cornetti, breads studded with olives, tomatoes and fresh herbs and even a gourmet take on cinnamon rolls. It includes three coffee bars, one of which clocks in at 88 feet long - the chain's longest to date.
The store's boasting rights as the world's largest won't last long, though.
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The AR experience-which can be accessed through the roastery's digital web app platform or on Alibaba's Taobao app-acts as sort of a virtual tour guide for customers, explaining the different steps of the coffee-making process. The experience brings to life information about the Starbucks bean-to-cup story.
An expansive 2,700-square-metre (30,000-square-foot), the two-story building employees 400 employees and can serve up to 550 customers at a time.
Chairman Howard Schultz told Bloomberg News that China is on its way to become the company's largest market in less than a decade."It's obvious to us that the holding power of China for Starbucks is going to be much more significant than the holding power of the U.S.", he added.
With a new Starbucks store opening in China every 15 hours - setting the country well on the path to surpass the United States total number of stores within a decade - it's clear that those dreams are going to keep growing at an extraordinary rate.
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