World's biggest Starbucks to open in Shanghai

An augmented reality app is used in the new Starbucks Roastery in Shanghai China

An augmented reality app is used in the new Starbucks Roastery in Shanghai China

It is the second such high-end concept store opened by the coffee chain after the first opened in Seattle three years ago.

Starbucks claims China is now its fastest-growing market worldwide with 3,000 stores at present, with the country being tipped by its chief executive, Kevin Johnson to become the Seattle-based firm's biggest market within a decade.

We're not sure if this will be limited to just the outlet in Shanghai or if Starbucks has plans to roll it out to their other outlets in the future, but presumably it will most likely depend on the feedback that they get from customers.

Starbucks opened a new super-sized Roastery in Shanghai on Tuesday.

"The affinity we have built with our partners 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", said its founder and chairman, Howard Schultz.

The firm held a 54.8 percent share of China's 25.2 billion yuan ($3.81 billion) specialist coffee shop market past year, far ahead of rivals like McDonald's Corp's McCafe and Whitbread Plc's Costa Coffee, Euromonitor data show.

Starbucks Corporation "is going venti" in China by announcing the opening of its largest cafe in the world - the first Starbucks Reserve Roastery outside the United States.

"This is a show store", Gordon said.

This new Shanghai store is almost 30,000 square feet, has over 100 beverages on the menu, and allows customers to participate in the first AR (augmented reality) experience from Starbucks.

The company is playing to that perception with its new Shanghai shop. It's something that is booming.

Starbucks itself is doubling down on China, where in the latest quarter it saw 8 percent same-store sales growth and said it would buy out its joint venture partner in east China for $1.3 billion.

Zhou added she also now more often makes coffee at home - another trend analysts say is challenging physical stores. "The market is very large and the competition will survive, we're not thinking about them".

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