World’s second Starbucks Roastery opens in China

06/12/2017 - 10:01
American coffeehouse chain, Starbucks, has opened its second roastery and first overseas in Shanghai, China- the brand’s fastest growing market.

The 2,700 sq ft. building features a two-story copper cask, adorned with more than 1,000 traditional Chinese chops, or stamps, hand-engraved to narrate the story of Starbucks and coffee.

Attractions include three coffee bars offering multiple brewing methods, a 3-D printed tea bar and a Princi bakery.

The site, located at 789 Nanjing Road W., has integrated a technology enabling customers to point their mobiles around the roastery for greater interaction.

Howard Schultz, executive chairman of Starbucks Coffee Company, said: “The affinity we have built with our partners (employees) and customers over the past 18 years in China is special and we knew we must bring the Reserve Roastery, our boldest, most premium store ever, to Shanghai, China’s bustling metropolitan hub and one of the world’s most dynamic retail destinations, as well as a gateway to customers from across Asia and the world.

“We’ve created a space that both recognizes and celebrates our 46-year history of coffee leadership and retail innovation with China’s rich, diverse culture."

There are currently more than 3,000 Starbucks stores in China, spread across 13 cities. There are 900 branches in Shanghai alone, a record for any city worldwide.

Small-lot Reserve coffee, which Starbucks sources from more than 30 countries around the world, including coffee from China’s Yunnan Province, will be roasted on-site by eight highly trained Chinese coffee roasters

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, where customers can enjoy a fresh cup of Reserve coffee, or to the in-house pack line to be packaged for distribution across Starbucks Reserve stores in China.

The Starbucks Foundation and Starbucks China also announced a plan to make charitable donations totalling approximately $20 million USD (RMB 132 million) over the next five years to drive social impact in communities across 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, chief executive officer of Starbucks China. “Our commitment, together with our Roastery opening, epitomizes how Starbucks is doubling-down on the unprecedented opportunities we see in the future for Starbucks and China.”

Starbucks opened its first roastery three years ago in Seattle, Washington, where the company was founded in 1971.

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