Starbucks has showcased its first overseas roastery and its world's largest store in Shanghai, as it expressed strong confidence in.
Starbucks has opened a stunning location in China that is 300 times bigger than the average coffee shop. It's the first Starbucks Reserve Roastery - the company's new retail offering - outside the U.S.
Starbucks is opening one store in China every 15 hours, the company's China CEO Belinda Wong told "Squawk Box".
As customers enter the new Roastery, they are greeted by the sight of a two-story, copper cask, adorned with more than 1,000 traditional Chinese chops (or stamps) that have been hand-engraved to narrate the story of Starbucks and coffee. Using fine tea ingredients, the bar's "tea curators" will handcraft new brews through Starbucks' classic tea mixology, as well as using more surprising processes such as nitrogen and tea.
"The roastery is not just a new physical environment, it is an opportunity to create a new super premium brand, Starbucks Reserve", Schultz said. The brand plans to open the concept in Milan and NY in 2018 and Tokyo and Chicago in 2019.
Here's what it's like to visit the Shanghai Roastery, the most over-the-top Starbucks in the world.
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Starbucks furnishes the Shanghai Roastery with Chinese culture-rich decor, blended with the latest trend of augmented reality.
The Shanghai space also features a Starbuck's Teavana Bar, as well as coffee from Pu'er, a famous tea area in China's Yunnan province in the country's far southwest.
Starbucks expanded its investment in China in July, when it announced plans to buy out the partners in its East China joint venture.
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Simply point a smartphone or tablet at key features around the Roastery to "bring to life information about the Starbucks bean-to-cup story", according to the company. That's up from 5.5 percent five years earlier.
The location is Starbucks' second "Reserve Roastery" in the world.
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