Starbucks to Go "Venti" in China

06 December, 2017, 00:36 | Author: Terri Saunders
  • Starbucks

Roastery locations offer a bigger, more luxurious experience for coffee-lovers and sell drinks not found on regular Starbucks stores across the world.

There are plans for a fancy Starbucks roastery to open in NY next year, but the company says it won't be quite as large. Customers will be able to watch green beans being roasted and sent through copper "symphony" pipes, where they'll end up either in silos at the Roaster's coffee bars or in the in-house distribution line for packaging.

China is a vital market for Starbucks, according to John Gordon, a restaurant analyst at Pacific Management Consulting. Starbucks said, "while demonstrating deep respect for the thousands of years of Chinese tea tradition, the StarbucksĀ® Teavana Bar reimagines a modern tea experience for customers who increasingly seek new and different tastes and experiences".

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

China has become Starbucks' second largest and fastest growing market, and one the company expects to eclipse the US market one day. At more than twice the size of the original Reserve facility, the Shanghai roastery will be followed by additional Starbucks Reserve roasteries in New York, Chicago, Tokyo and Milan.

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Starbucks' new Shanghai store is 30,000 square feet. It had 8 percent same-store sales growth in the most recent quarter in China (compared to 2 percent in the U.S.) and it announced that it was buying out its joint venture partner in east China for about $1.3 billion.

"Having mobile ordering where you can either do a mobile order for pickup in the store or a mobile order to be delivered to you is the next frontier for us", he said. That's up from 5.5 percent five years earlier.

Ma said, for himself, "I don't like coffee, but I like Starbucks". A standard latte at the coffee chain is already pricier than fresh brews at many local cafes in Shanghai.

"Right now we notice an increasing number of small brands and independent coffee shops". Starbucks Roastery stores are the company's new upscale coffeehouses in major metros.

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