Starbucks to Go "Venti" in China

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Mirroring the signature copper cask at the inaugural Reserve Roastery in Seattle, at entry, customers will be greeted by the stunning sight of a two-story, 40-ton copper cask adorned with more than 1,000 traditional Chinese chops, or stamps, hand-engraved to narrate the story of Starbucks and our Reserve coffee.

"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 United States", Schultz said at a Shanghai briefing on Tuesday to unveil the new cafe. It's the first Starbucks Reserve Roastery - the company's new retail offering - outside the U.S.

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"China is our second-largest and fastest-growing market".

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". Thus, Starbucks envisages making mainland China a vital market by opening 5,000 cafes there by 2021. Same-store sales gained 8% in China during the most recent quarter, compared with 2% globally.

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The company is playing to that perception with its new Shanghai shop.

The company is riding that wave and expanding aggressively in China, opening a new Starbucks store every 15 hours on average. "The point is to be in a highly, highly visible, touristy [area] where there's foot traffic, offices and urban housing in order to promote the brand". Roastery locations offer a bigger, more luxurious experience for coffee-lovers and sell drinks not found on regular Starbucks stores across the world. Our corner Starbucks store suddenly seems inadequate! 5, is a whopping 30,000 square feet.

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Designed by Starbucks, and powered by Alibaba, the Shanghai Roastery will become the first Starbucks location, and the first-of-its kind in China, to seamlessly integrate a real-time, in-store and online customer experience.

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