Starbucks Adds Augmented Reality to Shanghai Roastery

07 December, 2017, 02:52 | Author: Edward Snyder
  • A “Steampunk” device uses steam to extract the best flavor from tea at the Starbucks Roastery in Shanghai

The design for the new Roastery was inspired by coffee and created exclusively for Starbucks' Chinese customers and will not be repeated in other locations.

It's also Starbucks' first store to utilize augmented reality technology: Customers can point their mobile phones at various items inside the store to access more information about their coffee and to unlock "virtual badges" to share on social media.

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.

Starbucks opened its first roastery in its Seattle hometown three years ago.

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 new Shanghai location (which is 30,000-square-feet and features many coffee bars, one of which is 88 feet long) will officially be the biggest in the world.

The one bright spot was China, which stood out as Starbucks' fastest growing market. Yet the Reserve Roastery is quite unlike any of the existing 3,000 Starbucks stores throughout China, offering immersive coffee- and tea-focused experiences throughout multiple stories.




"China represents the most important and exciting opportunity ahead of us". Of that, China contributes the largest chunk of income.

In 2012, Starbucks China has operated the China Starbucks Farmer Support Center in Pu'er in the Yunnan Province, supplying agronomists to work in concert with government representatives and local farmers to improve quality and production through the region.

Starbucks is exploring "a range of options" for delivery, said Mr Johnson, who declined to specify when the service might begin. The demand for premium products - from cars to yogurt - is gaining traction as an increasing number of Chinese families cross the income threshold to become affluent.

A Starbucks "partner" makes a siphon brew in the new Starbucks Roastery in Shanghai, China.

Executive Chairman Howard Schultz said the store would blend the company's 46-year history in the coffee shop business with "China's rich, diverse culture".

Starbucks has said it plans other Roastery cafes in New York, Tokyo and Italy.

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