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Main » Starbucks Adds Augmented Reality to Shanghai Roastery

Starbucks Adds Augmented Reality to Shanghai Roastery

06 December 2017

Starbucks has opened a stunning location in China that is 300 times bigger than the average coffee shop.

The Seattle-based company is homing in on its fastest-growing market as it searches for ways to kick-start sluggish global sales after saturating the US with lattes and cappuccinos.

Throughout the Reserve Roastery, customers will also be able to point their mobile devices at key features to unlock an immersive AR experience. Customers will be able to watch green beans being roasted and sent through copper "symphony" pipes, where they'll end up either in silos at the Roaster's coffee bars or in the in-house distribution line for packaging.

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

The "Starbucks Reserve Roastery" is on Nanjing Road West, the city's most-famous shopping street, and has been hotly promoted for months on social media. Starbuck will open another Roastery in Milan, Italy in 2018 and Chicago in 2019.


DIGITAL: The Shanghai Roastery is the first Starbucks location to seamlessly integrate a real-time, in-store and online customer experience. Since then, it has opened more than 3,000 stores in 136 cities (more than 600 are in Shanghai), and is adding a new one every 15 hours, the company said in a statement.

Starbucks furnishes the Shanghai Roastery with Chinese culture-rich decor, blended with the latest trend of augmented reality.

But despite all of Shanghai Roastery's features, it's still a coffee shop at heart.

It will also host the Teavana Bar - its first outlet in China specifically offering a range of Chinese teas. Sales in same-stores were up by 8% in China in the most recent quarter, in comparison to an increase globally of just 2%. It's the second Starbucks' Roastery to open and is twice the size of its flagship location in Seattle.

Starbucks Adds Augmented Reality to Shanghai Roastery