Starbucks opens its largest location in China

06 December, 2017, 01:00 | Author: Genevieve Gibbs
  • Starbucks opens its largest location in China

The 30,000 square foot store in Shanghai is equal to about half a soccer pitch in size and is part of upscale moves that chairman Howard Schultz has championed.

The Seattle-based company is homing in on its fastest-growing market as it searches for ways to kick-start sluggish global sales after saturating the US with lattes and cappuccinos. Starbucks promises that customers will be greeted by a multi-sensory coffee experience in an interactive coffee and retail destination like no other.

Starbucks Shanghai
Starbucks Shanghai

It will be the second of its kind worldwide, offering customers the chance to actually watch coffee beans being roasted live in-store.

Starbucks is going venti in China. A new Starbucks store opens about every 15 hours.

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The "Roastery" concept is Starbuck's premium line of stores that, in addition to selling coffee, feature a number of experience-oriented elements, like coffee education programs, tasting rooms and so on.

Starbucks opened a new super-sized Roastery in Shanghai on Tuesday.

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Starbucks "partners" work at the Teavana tea bar in the new Starbucks Roastery in Shanghai, China. Three wooden coffee bars stretching up to 27 meters (88 feet) long and handcrafted by Chinese artisans will serve as the stage for hundreds of baristas and six brewing methods: ModBar Pour Over, Chemex, Coffee Press, Siphon, Espresso and the proprietary Clover-brewed coffee.

Ratcheting up focus on China, the coffeehouse chain on Wednesday will open its largest cafe in the world. Starbucks now has more than 3,000 stores across 136 cities.

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But the Shanghai roastery won't hold the title of largest Starbucks for too long. In the third quarter ending October 1, China's comparable store sales grew 8 percent, compared to a 2 percent global growth and 2 percent growth in the USA market. The company announced plans in July to buy out its partners in its Each China joint venture, for US$1.3 billion. In the fiscal year 2017, Chinese sales grew by 7 percent, while global sales grew by 3 percent.

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