World

Starbucks opens its biggest cafe yet, 30000 square feet in Shanghai, China

Starbucks opens its biggest cafe yet, 30000 square feet in Shanghai, China

Roasted coffee spills into a cooling tray in the new Starbucks Roastery in Shanghai, China. Customers can point their mobile devices at key features around the Roastery to immerse themselves in Starbuck's first augmented reality (AR) experience, which is accessible through the custom-designed Roastery digital web-app platform or on Alibaba's Taobao app.

Starbucks Corp sees China surpassing the United States as its largest market within a decade as it counts on the country's affluent consumers to offset stagnant growth in the rest of the world.

The 30,000 square-foot space is the company's second Reserve Roastery.

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

Starbucks now has about 3,000 stores in China, but it wants to put in at least another 2,000 by 2021 to take the grand total up to 5,000.

The one bright spot was China, which stood out as Starbucks' fastest growing market. Starbucks now runs 3,000 stores in China, where it claims to be opening "a store every 15 hours".

"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.", said Mr Schultz at a briefing to unveil the new cafe.

Shares of Starbucks have risen 5.8 per cent this year.

In connection with the opening, the Starbucks Foundation and Starbucks China announced plans to to make charitable donations totaling approximately $20 million over the next five years to programs and projects that contribute to, "meaningful and enduring social impact through poverty alleviation by creating opportunities for groups facing barriers, strengthening partner-driven and locally relevant community engagement, and improving lives of Yunnan coffee farmers and their families".

Starbucks is exploring "a range of options" for delivery, said Mr Johnson, who declined to specify when the service might begin.

Starbucks opened its first Reserve Roastery in its home city Seattle in 2014. Basically, it's like the Willy Wonka Chocolate Factory of coffee shops. Roasteries are now slated to open in Milan and NY in 2018 and in Tokyo and Chicago in 2019.

Still, roll-out has been slowed by high construction costs and trouble finding suitable real estate.