Starbucks has opened its first fully immersive coffee experience in Shanghai. The company’s new Reserve Roastery is similar to its inaugural Seattle Roastery, which opened in the U.S. in 2014, and will feature a multi-sensory coffee experience for Chinese consumers.
The Reserve Roastery will be the ultimate destination for coffee drinkers. The design is exclusive for Chinese customers and won’t be repeated in other locations. Key features of the 30,000-square-foot location include:
- Small-batch roastings of rare and exotic coffees;
- An augmented reality experience in partnership with Alibaba;
- Three coffee experience bars for customers to watch their coffee brew;
- A unique menu just for the location, including Teavana tea infused with nitrogen;
- China’s first Teavana Bar made out of 3D printed, recycled materials; and
- A Princi bakery operated by more than 30 Chinese bakers and chefs.
China is Starbucks’ fastest growing market, with more than 3,000 stores across 136 cities. The company operates more than 600 stores in Shanghai alone. In July 2017, Starbucks bought out the remaining 50% share of its East China business for $1.3 billion and announced its plans to open the Roastery in December 2017 — and they’re right on track.
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“The affinity we have built with our partners (employees) and customers over the past 18 years in China is special,” said Howard Schultz, executive chairman of Starbucks Coffee Company in a statement. “We knew we must bring the Reserve Roastery to Shanghai, China’s bustling metropolitan hub and one of the world’s most dynamic retail destinations, as well as a gateway to customers from across Asia and the world. We’ve created a space that both recognizes and celebrates our 46-year history of coffee leadership and retail innovation with China’s rich, diverse culture.”
