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06 December 2017, 01:04 | Kara Nash
Starbucks launches interactive coffee experience in Shanghai as it boosts presence in China
The world's largest Starbucks opened in Shanghai Dec. 6.
China is Starbucks' fastest-growing market (it has 3,000 stores with a new shop opening every 15 hours) and the new space is an investment in the future of retail. Customers at this attractive outlet settled on the West Nanjing Road shopping strip, now can watch beans being roasted, sample high-end brews and use a Starbucks augmented-reality digital app to interact with the store.
Starbucks opened its first store in China in 1999 in Beijing.
Roasted coffee spills into a cooling tray in the new Starbucks Roastery in Shanghai, China. Princi, famed for bakeries in Milan and London, joins the premium Starbucks Reserve brand as the exclusive food pairing to its rare, small-lot coffees. 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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But the roastery in Shanghai won't hold the title of largest Starbucks for too long.
He also said that China was becoming the most important market for Starbucks. (SBUX) said it will open its biggest location ever on Wednesday in the Chinese city of Shanghai. In July, Starbucks announced the closure of 379 Teavana outlets across the country.
Simply point a smartphone or tablet at key features around the Roastery to "bring to life information about the Starbucks bean-to-cup story", according to the company.
"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 United States in terms of stores. Last quarter, China posted an 8 percent increase, compared with a 3 percent gain in the US, excluding impacts from Hurricanes Harvey and Irma. That was up from just 5.5% five years ago.
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