Inside the 30000-Square-Foot Starbucks Reserve Roastery in Shanghai
06 December, 2017, 01:01 | Author: Phil Peters
Executive chairman Howard Schultz, speaking at the launch of Starbucks' first overseas "Reserve Roastery" - an opulent flagship store with gourmet coffees and a bakery - said China was on track to be "bigger, more powerful and more significant" than the firm's U.S. business. Roastery locations offer a bigger, more luxurious experience for coffee-lovers and sell drinks not found on regular Starbucks stores across the world.
Starbucks said the flagship store provides a "multi-sensory retail experience", with consumers provided access to the roasting, packaging and brewing of coffee, while they indulge in a line of premium coffee called Reserve.
A two-story, 40-ton copper cask adorned with.
At the same time, revenue from Starbucks Asia-Pacific region represented close to 15% of the revenue for Starbucks during its fiscal year that ended during October.
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Take a look at the new Reserve Roastery in this gallery. The company has more than 3,000 stores across 136 cities in China.
"With the growth of Starbucks in Shanghai, we believe we have to open a roastery here", said Howard Schultz, executive chairman of Starbucks, at the opening ceremony Tuesday.
The Roastery will also feature China's first Starbucks Teavana Bar, where customers can select a Teavana signature pure tea or blend, served either hot or iced.
Simply point a smartphone or tablet at key features around the Roastery to "bring to life information about the Starbucks bean-to-cup story", according to the company. 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 US market.
"Our commitment, together with our Roastery opening, epitomizes how Starbucks is doubling-down on the unprecedented opportunities we see in the future for Starbucks and China", Wong said. That's up from 5.5 percent five years earlier.
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