Starbucks to Go "Venti" in China

Marie Harrington
December 6, 2017

The company opened a 30,000-square-foot Reserve Roastery in Shanghai, its flashiest commitment to its growing Chinese business.

China is a major market for the coffee giant. Customers can watch the green beans as they are roasted, then sent through copper "symphony" pipes (named because of the musical sound the beans make as they travel through them) directly to silos at the coffee bars.

Starbucks opened its first store in China in 1999 in Beijing.

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.

Customers can also visit Tmall to purchase Shanghai Roastery and Reserve branded merchandise and coffee for home delivery.

Starbucks waited three years since it opened its first US based Roastery to finally test the concept in China, where it has over 3,000 stores. Three wooden coffee bars stretching up to 27 meters (88 feet) long and handcrafted by Chinese artisans will serve as the stage for hundreds of baristas and six brewing methods: ModBar Pour Over, Chemex, Coffee Press, Siphon, Espresso and the proprietary Clover-brewed coffee.

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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.

Starbucks expanded its investment in China in July, when it announced plans to buy out the partners in its East China joint venture.

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. Since then, it has opened more than 3,000 stores in 136 cities (more than 600 are in Shanghai), and is adding a new one every 15 hours, the company said in a statement.

Princi baked items are shown in the new Starbucks Roastery in Shanghai, China. Sales in same-stores were up by 8% in China in the most recent quarter, in comparison to an increase globally of just 2%.

The company's biggest and most interactive cafe is called the Shanghai Reserve Roastery and it has several hard-to-believe features.

Other reports by TheSundaySentinel

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