Online menswear retailer to open 18 locations in 2018; reduces delivery time

07 December, 2017, 02:51 | Author: Jason Torres
  • Is this the world's most luxurious Starbucks? Lavish new cafe launches in Shanghai complete with a 3D-printed tea bar, freshly baked Italian artisanal food and a multi-sensory coffee experience

Customers can point their smartphones around the roastery for an augmented reality experience.

The ceiling has been decked out with 10,000 handmade wooden hexagon-shaped tiles, inspired by the locking of an espresso shot on an espresso machine.

Opening Tuesday in the Chinese city is Starbucks' second Reserve Roastery, a "megastore" that is more of a mecca for coffee lovers than a traditional cafe.

The 30,000 square-foot flagship Starbucks Reserve shop opens Wednesday in the heart of West Nanjing Road, a famous upscale shopping street in Shanghai.

Starbucks now has over 3,000 of its stores in China, with 600 in the city of Shanghai alone - and the company hopes to outpace its growth in the USA with plans to open at least a store a day nationwide.

Starbucks "partners" work at the Teavana tea bar 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.

UK Service Sector Growth Moderates In November
However, the figure was still well above the key level of 50: any figure below that suggests a contraction in the sector. Even so, November's reading was still significantly weaker than the historical average of 54.6.

Customers can watch the beans get roasted, then sent through copper "symphony" pipes - named because of the musical sound the beans make as they travel through them - before being served a fresh cup of coffee.

The tea bar also offers an immersive experience, with tea "curators" handcrafting unexpected creations with tea mixology as well as nitrogen and tea. It is also the only tea bar created from recycled materials using a 3-D printer, measuring 7.5 metres (25 feet) in length.

In a sign of the times, Starbucks partnered with Chinese tech giant Alibaba to aggressively promote the Shanghai store opening online. Each step of the way, customers unlock a virtual badge and once all badges are earned, they receive a custom Roastery filter to commemorate the moment and share on social media. Starbucks now runs 3,000 stores in China, where it claims to be opening "a store every 15 hours".

People gather in the new Starbucks Roastery in Shanghai, China.

Green coffee is loaded in the new Starbucks Roastery in Shanghai, China. The company already has over 600 stores in Shanghai - the largest number of stores in any city where Starbucks has a presence.

Starbucks is now building more net new company-operated stores in China than the USA, said CEO Kevin Johnson, who replaced CEO Howard Schultz in April when the long-time leader transitioned into the role of executive chairman.

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