The outlet, which is approximately half the size of a soccer field, was described by Starbucks as a "state-of-the-art premium reserve roastery" and has been specifically created to attract affluent, white-collar Chinese consumers, according to the Financial Times. Customers can point their mobile devices at key features around the Roastery to immerse themselves in Starbuck's first augmented reality (AR) experience, which is accessible through the custom-designed Roastery digital web-app platform or on Alibaba's Taobao app. "Now in Shanghai you can see Starbucks anywhere". Three years after the company opened its first Roastery on its home turf, Starbucks is testing the larger, upmarket store concept overseas for the first time in China, where it now has 3,000 sites. The company said it plans to open 5,000 stores in the country by 2021.
Located in Shanghai, the coffee giant has opened it's second state-of-the-art Starbucks Reserve Roastery in the traditionally tea-drinking nation of China.
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 United States with lattes and cappuccinos.
Starbucks is opening one store in China every 15 hours, the company's China CEO Belinda Wong told "Squawk Box".
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"China represents the most important and exciting opportunity ahead of us". China is on course to be the company's largest market in less than a decade, he added.
In 2012, Starbucks China has operated the China Starbucks Farmer Support Center in Pu'er in the Yunnan Province, supplying agronomists to work in concert with government representatives and local farmers to improve quality and production through the region. The company already has over 600 stores in Shanghai - the largest number of stores in any city where Starbucks has a presence.
Starbucks opened its first Reserve Roastery in its home city Seattle in 2014. "For coffee, there's a certain kind of "in-the-know" from consumers who seek out these good boutique shops". At more than twice the size of the original Reserve facility, the Shanghai roastery will be followed by additional Starbucks Reserve roasteries in New York, Chicago, Tokyo and Milan.