Published: Wed, December 06, 2017
Global | By Shelia Dennis

Starbucks' New China Store Is the Size of a Supermarket

Starbucks' New China Store Is the Size of a Supermarket

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.

Have your coffee and learn about it, too, at Starbucks' most interactive location yet-the Shanghai Roastery.

Throughout the Reserve Roastery, customers will also be able to point their mobile devices at key features to unlock an immersive AR experience.

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Starbucks opened its first store in China in 1999 in Beijing. 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. Starbucks launched this new type of store to seek an edge in the crowded market, and to differentiate from its image as the commercial street corner coffee shop.

There are plans for a fancy Starbucks roastery to open in NY next year, but the company says it won't be quite as large.

And Starbucks is playing to that image with this new shop in Shanghai.

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One of the three coffee bars is 88 feet long.

Starbucks' new Shanghai store is 30,000 square feet.

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. The company announced plans in July to buy out its partners in its Each China joint venture, for US$1.3 billion. Starbucks already has more than 600 stores in Shanghai - the largest number of stores in any city where Starbucks has a presence. 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.

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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". That's up from 5.5 percent five years earlier.

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