SHANGHAI, CHINA — Starbucks Coffee Co. continues to expand its roastery concept, unveiling plans to open the first international Starbucks Roastery and Reserve Tasting Room in Shanghai in 2017. The roastery will be part of the soon-to-be-built HKRI Taikoo Hui Project, Shanghai’s newest premium world-class retail, office, and hotel area.
Starbucks opened its first Roastery and Reserve Tasting Room in Seattle in December 2014 and in April announced it would be opening a location in New York City in 2018. The 30,000-square-foot Shanghai space will reflect a similar, immersive all sensory experience to that in Seattle, the company said. The interactive, retail environment will allow customers in China to watch freshly roasted beans arrive, connect with Starbucks coffee specialists and master roasters, enjoy a unique beverage and food menu, as well as savor some of the company’s small-lot coffees brewed multiple ways.
|Howard Schultz, chairman and c.e.o. of Starbucks|
“China represents the most important and exciting opportunity ahead of us,” said Howard Schultz, chairman and chief executive officer of Starbucks. “As our first international roastery, we will take even bolder steps to make this Shanghai location our most stunning store, while making it completely unique and relevant to the Chinese customer. The Starbucks Roastery environment honors coffee innovation as a modern day Willy Wonka experience, where customers are only feet away from the theater and artistry of our coffee craft. I am confident this will be one of the most highly-anticipated store openings in our international markets.”China is Starbucks largest international market with more than 2,100 stores across over 102 cities, including 55 Starbucks Reserve stores.