World's largest Starbucks store to open in China


The way Starbucks puts it, it's the coffee company's "most theatrical and immersive manifestation" meeting "perhaps the world's most electrifying city".

Starbucks opened a new super-sized Roastery in Shanghai on Tuesday. Roastery locations offer a bigger, more luxurious experience for coffee-lovers and sell drinks not found on regular Starbucks stores across the world.

Starbucks Corporation "is going venti" in China by announcing the opening of its largest cafe in the world - the first Starbucks Reserve Roastery outside the United States.

Guests explore the new Starbucks Roastery in Shanghai
Guests explore the new Starbucks Roastery in Shanghai

According to Starbucks, "Visitors can point their phones at various locations around the Shanghai Roastery to get an insider's digital look, including peeking inside the massive copper roasting cask, find out about various brewing methods and much more with state-of-the-art augmented reality (AR) technology".

Starbucks' same-store sales in China rose 8 per cent during the most recent quarter, beating its global 2 per cent growth. The largest acquisition in the company's 46-year history, it was a sharp indication of the growing importance of the Chinese market to the company.

China has become Starbucks' second largest and fastest growing market, and one the company expects to eclipse the US market one day.

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Starbucks plans to open other Roastery cafes in New York, Tokyo, Milan and Chicago.

Not just any old coffee shop?

Starbucks claims China is now its fastest-growing market worldwide with 3,000 stores at present, with the country being tipped by its chief executive, Kevin Johnson to become the Seattle-based firm's biggest market within a decade.

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Starbucks is opening one store in China every 15 hours, the company's China CEO Belinda Wong told "Squawk Box".

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