Starbucks, the Seattle-based coffee company, will open a 30,000 square-feet store in Shanghai on December 6. Shanghai location is Starbucks' biggest store to date, and also its most advanced digitally.
Starbucks dominates in China and is growing fast in the market, while in the United States it comes under pressure from a "third wave" of boutique coffee sellers and cheaper rivals.
Patrons at the huge new coffeehouse located on the well-known shopping strip West Nanjing Road can watch coffee beans being roasted, use an augmented reality app from Starbucks to interact inside the store and sample high-end coffees.
"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 U.S.", Schultz said Tuesday at a briefing to unveil the new cafe. Starting with the two-story copper cask, adored with more than 1,000 traditional Chinese stamps, hand-engraved to narrate the chain's 46-year history.
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Take a look at the photos showing the state-of-the-art roastery, Starbucks will be boasting about for a long time.
Princi baked items are shown in the new Starbucks Roastery in Shanghai, China.
The Shanghai space also features a Starbuck's Teavana Bar, as well as coffee from Pu'er, a famous tea area in China's Yunnan province in the country's far southwest. Starbucks, which says it is opening a store every 15 hours in China, plans to have 5,000 cafes on the mainland by 2021.
"With the rising middle class and the opportunity in China, the market is going to be much larger here", he said, adding Starbucks was looking to hit 10,000 outlets in China within a decade, catching up with the USA in terms of stores.
Same-store sales at USA cafes were up 2% for the quarter ended 1 October, while sales in China were up 8%. In the fiscal year 2017, Chinese sales grew by 7 percent, while global sales grew by 3 percent.