Starbucks opens its largest location in China


Starbucks has opened a stunning location in China that is 300 times bigger than the average coffee shop.

He also said that China was becoming the most important market for Starbucks.

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 United States business. Customers can point their mobile devices around the Roastery for the Starbucks AR experience - accessible through the custom-designed Roastery digital web-app platform or on Alibaba's Taobao app.

Schultz said the company wanted to bring its most premium store location ever to Shanghai because it's one of the world's most dynamic retail destinations as well as a "gateway to customers from across Asia and the world".

"The in-store AR integration is the latest digital innovation to come from Starbucks, which has become much like a tech company than a simple brick-and-mortar coffee retailer". A new Starbucks store opens about every 15 hours.

Until now, Starbucks' only open Roastery was in Seattle, Washington.

In the run up to the opening, the Starbucks publicity machine has been in overdrive, hitting social media sites and chat rooms with news and details of he launch.

But Starbucks, which entered China 18 years ago, still sees remarkably strong growth in China, where many consumers view it as an aspirational brand. Starbucks already operates more than 3,000 stores in the country and plans to increase that number to 5,000 by 2021.

One of its three coffee bars is 88-feet long, the longest Starbucks bar in the world - because waiting in line is so 2016.

Green coffee is loaded in the new Starbucks Roastery in Shanghai, China.

It will also host the Teavana Bar - its first outlet in China specifically offering a range of Chinese teas. 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 USA market.