First look at Starbucks' Reserve Roastery in Shanghai

First look at Starbucks' Reserve Roastery in Shanghai

First look at Starbucks' Reserve Roastery in Shanghai

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

Starbucks Corp sees China surpassing the United States as its largest market within a decade as it counts on the country's affluent consumers to offset stagnant growth in the rest of the world.

The Roastery takes up a whopping 30,000 square feet of space on Nanjing Xi Lu, making it roughly 15 times the size of your average Starbucks location and twice as big as the company's first roastery, opened in Seattle in 2014.

It's also the largest Starbucks in the world, spanning an area almost twice as large as the next biggest, a Roastery in Seattle that opened three years ago.

The roaster also plans to roll out mobile ordering and delivery of drinks and store goods in China, said chief executive officer Kevin Johnson in an interview in Shanghai.

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 USA with lattes and cappuccinos.

Starbucks has its sights clearly set on China as its biggest future market, and is aggressively opening stores in the PRC.

"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 USA", said Mr Schultz at a briefing to unveil the new cafe.

Starbucks debuted its upscale Roastery format three years ago, in its Seattle hometown. Of that, China contributes the largest chunk of income.

The locations, which feature small-batch roastings of rare and exotic coffees, are under the careful watch of former Starbucks CEO Howard Schultz. Starbucks said that the shape was inspired by an espresso machine.

'His attention to detail, meticulous care in selecting the freshest, high-quality ingredients and the artistry of preparation creates an Italian food experience that perfectly pairs with our most premium coffees.

A Starbucks "partner" makes a siphon brew in the new Starbucks Roastery in Shanghai, China.

Anyway, enough shop talk about coffee shops. Roasteries are now slated to open in Milan and NY in 2018 and in Tokyo and Chicago in 2019.

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