In Focus
FOOD SERVICES | Staff Reporter, China

Starbucks unveils multi-sensory retail experience in the first Shanghai Roastery

The launch of the Roastery will see the debut of Italian artisan Rocco Princi bakery and Teavana bar in China.

Opening on the 6th of December, Starbucks Reserve Roastery in Shanghai is the first fully immersive coffee experience in Asia, culminating in Starbucks Coffee Company's most ambitious project ever. 

The Shanghai Roastery will become the first Starbucks location, and the first-of-its kind in China, to integrate a real-time, in-store and online customer experience. It features the first Starbucks augmented reality (AR) experience which is accessible through the custom-designed Roastery digital web-app platform or on Alibaba’s Taobao app. Guest can simply point their mobile devices at key features around the Roastery to bring to life information about the Starbucks bean-to-cup story.

To help customers create their personal Roastery discovery journey, the Roastery digital web-app platform also incorporates a digital menu and, through AR technology, share details of the coffee bars, brewing methods, as well as other unique online and offline experiences. 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. The Shanghai Roastery digital experience is designed by Starbucks and powered by Alibaba Group’s scene-recognition technology.

The Roastery features a 2,700 square-meter (30,000 square-foot) building, with a two-story, copper cask, adorned with more than 1,000 traditional Chinese chops, or stamps, hand-engraved to narrate the story of Starbucks and coffee. As part of their experience, customers can visit many attractions including one of three coffee bars offering multiple brewing methods, explore specially-crafted teas at the 3-D printed tea bar, and have some freshly baked Italian artisanal food by Princi.

“The affinity we have built with our partners (employees) and customers over the past 18 years in China is special and we knew we must bring the Reserve Roastery, our boldest, most premium store ever, to Shanghai, China’s bustling metropolitan hub and one of the world’s most dynamic retail destinations, as well as a gateway to customers from across Asia and the world,” said Howard Schultz, executive chairman of Starbucks Coffee Company. “We’ve created a space that both recognizes and celebrates our 46-year history of coffee leadership and retail innovation with China’s rich, diverse culture."

Another first in Asia, acclaimed baker Rocco Princi is bringing his artisanal offerings to Asia for the first time at 789 Nanjing Road W. Princi is the exclusive food offering in all Starbucks Roastery locations, including Seattle, Shanghai and upcoming locations.

“Rocco and his team’s passion for handcrafted food and artisanal baked goods at Princi mirrors how I feel about our coffee,” said Schultz. “His attention to detail, meticulous care in selecting the freshest, high-quality ingredients and the artistry of preparation creates an Italian food experience that perfectly pairs with our most premium coffees. I look forward to seeing Princi’s success in Seattle further extend to our Roastery in Shanghai.”

Starbucks already has over 600 stores in Shanghai – the largest number of stores in any city where Starbucks has a presence.

Do you know more about this story? Contact us anonymously through this link.

Click here to learn about advertising, content sponsorship, events & rountables, custom media solutions, whitepaper writing, sales leads or eDM opportunities with us.

To get a media kit and information on advertising or sponsoring click here.