Published: Thu, December 07, 2017
Worldwide | By Isabel Fisher

Starbucks' Latest Store Brings Guests On An AR Tour Of Coffee Porduction

Starbucks' Latest Store Brings Guests On An AR Tour Of Coffee Porduction

Starbucks, the United States coffee shop chain, has opened a vast new megastore in Shanghai, which includes a range of added features created to appeal to Chinese consumers, such as an upmarket bakery and augmented reality experiences.

The new Starbucks Reserve Roastery in Shanghai is the firm's largest, spanning 30,000 feet, and includes a 3D-printed tea bar.

According to the press release, "China is the company's fastest-growing market with more than 3,000 stores across 136 cities", and in Shanghai alone, "Starbucks already has more than 600 stores - the largest number of stores in any city where Starbucks has a presence".

With winter well underway, a hot, steaming mug of joe is what everyone is after (along with Instagrammable shots of the Chinese-inspired interiors).

Want to learn how your coffee gets made? Alibaba's scene-recognition software powers the AR experience, letting customers order from anywhere in the store. Some have had to wait an hour before being able to place an order.

"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.", Howard Schultz, the founder and Chairman of the company, said on Tuesday. The customer can pay on the spot and be digitally notified when their order is ready, along with the location where they can pick it up. "It's coffee as theater", Jiang said.


In addition, the Roastery digital web-app platform also incorporates a digital menu and will intuitively, through AR technology, share details of the coffee bars, brewing methods, as well as other not-to-be-missed unique online and offline experiences.

High-end Italian bakery Princi has a huge stall where more than 30 Chinese bakers and chefs will prepare more than 80 different products each day. This outlet highlights the unexpected success of the company in China.

"We firmly believe it is our role and responsibility to use our scale to give back to the communities as we continue to grow in China, and with the people of China", said Belinda Wong, CEO of Starbucks China.

The venti sized outlet is called the Starbucks Reserve Roastery Shanghai. Created from recycled materials using a 3-D printer and 25-ft.in length, the tea bar is a light jade color with dark shadows to represent tea stains formed in a teapot over time.

But most importantly, perhaps, it's serving hope to Chinese customers that they are the future, and they deserve the best a global brand like Starbucks has to offer.

The location opens up on December 6.

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