New multi-sensory retail experience offers
customers an immersive:- manufacturing and cafe environment
including roasting, packaging and brewing;- integrated offline and
online augmented reality (AR) digital experience; and- debut of
food freshly baked onsite by Italian food purveyor, Rocco Princi
for the first time ever in China
China is Starbucks fastest growing market with
a store opening every 15 hours, marking immense opportunity across
the country which is unparalleled for any other global consumer
brand
The Starbucks Foundation and Starbucks China
reaffirms commitment to the China market announcing a social impact
commitment of $20 million USD (RMB 132 million) over the next five
years
Starbucks Reserve Roastery in Shanghai, the first fully
immersive coffee experience in Asia, will celebrate its historic
opening tomorrow, Dec. 6, culminating in Starbucks Coffee Company's
(NASDAQ: SBUX) most ambitious project ever. When the doors open to
the world’s second Starbucks Roastery, created three years after
the inaugural Seattle Roastery, customers will be greeted by a
multi-sensory coffee experience in an interactive coffee and retail
destination like no other.
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the full release here:
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New Starbucks Reserve Roastery in
Shanghai, China, is the first fully immersive coffee and retail
experience in Asia. (Photo: Business Wire)
The Roastery is the epitome of coffee and retail innovation for
Starbucks in China, the company’s fastest growing market with more
than 3,000 stores across 136 cities, unprecedented for any global
consumer brand and with immense growth opportunity. Starbucks
already has over 600 stores in Shanghai – the largest number of
stores in any city where Starbucks has a presence.
As customers enter the Roastery and step through the front doors
of the 2,700 square-meter (30,000 square-foot) building, they’ll be
greeted by the stunning sight of 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, enjoy freshly
baked Italian artisanal food by Princi, and marvel at the ceiling
made of 10,000 handmade wooden hexagon-shaped tiles, inspired by
the locking of an espresso shot on an espresso machine.
And, all along the way, customers can point their mobile devices
around the Roastery for even more moments of discovery as they
immerse themselves in the augmented reality (AR) experience.
Integrating this technology into the store, located at 789 Nanjing
Road W., in one of the world’s busiest shopping destinations, makes
it one of the most advanced digital locations for Starbucks in the
world.
“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."
A Theater of Coffee with a Chinese
Focus
For the first time ever, unique, small-lot Reserve coffee which
Starbucks sources from more than 30 countries around the world,
including coffee from China’s Yunnan Province, will be roasted in
China by eight highly trained Chinese coffee roasters – passing on
46 years of Starbucks roasting expertise to the first batch of
Chinese roasters. Customers can watch the green beans as they are
roasted, then sent through copper “symphony” pipes (named because
of the musical sound the beans make as they travel through them)
directly to silos at the coffee bars, where customers can enjoy a
fresh cup of Reserve coffee, or to the in-house pack line to be
packaged for distribution across Starbucks Reserve® stores in
China.
The three wooden coffee bars, including one that is 27 meters
(88 feet long) – the longest at any Starbucks, are handcrafted by
premiere Chinese artisans and reference the unique roasting curve
of individual coffee beans, executing the Roastery’s design vision
of Liz Muller, senior vice president of creative global design for
Starbucks. The bars serve as the stage where hundreds of baristas
will handcraft some of the rarest, small-lot coffees in the world
using one of six brewing methods: ModBar® Pour Over, Chemex, Coffee
Press, Siphon, Espresso and, the proprietary, Clover-brewed
coffee.
The Yunnan Reserve coffee, grown in Pu’er in Yunnan Province, is
roasted and available exclusively at the Roastery in Shanghai. It’s
the culmination of Starbucks ongoing, deep commitment to Chinese
growers. Since 2012, agronomists at the China Starbucks Farmer
Support Center have worked closely with farmers and the government
to provide resources and expertise to improve quality and promote
sustainable coffee-growing practices. Like the Shanghai Roastery,
the Yunnan Reserve coffee truly is made “In China, For China.” The
introduction of Yunnan Reserve coffee also signifies an important
step in completing the Starbucks China supply-chain, delivering
premium coffee from bean-to-cup, and now introducing a rare,
exquisite yellow honey processed cup of Yunnan coffee to a global
audience.
A Groundbreaking Digital
Experience
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. Roastery
customers are invited to immerse themselves in the first Starbucks
augmented reality (AR) experience - accessible through the
custom-designed Roastery digital web-app platform or on Alibaba’s
Taobao app - by simply pointing 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 will intuitively,
through AR technology, share details of the coffee bars, brewing
methods, as well as other not-to-be-missed 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.
This experience also extends to Alibaba’s online marketplace,
Tmall, allowing customers to purchase Shanghai Roastery and Reserve
branded merchandise and whole bean coffee for delivery directly to
their homes, or to register for specially-curated coffee tasting
experiences that can be enjoyed at the Starbucks Roastery in
Shanghai.
Princi, Italian Artisan Bakery Comes to
Asia
At the Shanghai Roastery, acclaimed baker Rocco Princi combines
the craft of bread baking, exceptional ingredients and the “Spirito
di Milano” to bring his artisanal offerings to Asia for the first
time. Princi, famed for bakeries in Milan and London, joins the
premium Starbucks Reserve® brand as the exclusive food pairing to
its rare, small-lot coffees. 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.”
In Shanghai, a team of more than 30 skilled Chinese bakers and
chefs bring artisan baking to life using exceptional ingredients
sourced specifically for each fresh food offering. Much like
Rocco’s European locations, the Shanghai site is centered around
ovens, with more than 80 different menu items – from flaky cornetti
to focaccia sandwiches filled with Parma ham and Italian mozzarella
– for breakfast, lunch and dinner, baked fresh onsite. A Commessa
(or culinary concierge) will guide customers through the breadth of
offerings.
A tribute to China’s tea
culture
The new Shanghai Roastery features China’s first Starbucks®
Teavana Bar, an entirely modern tea experience specifically
designed for Chinese customers. While demonstrating deep respect
for the thousands of years of Chinese tea tradition, the Starbucks®
Teavana Bar reimagines a modern tea experience for customers who
increasingly seek new and different tastes and experiences.
Customers to the tea experience bar can select a Teavana signature
pure tea or blend, served either hot or iced. Using only the
finest tea ingredients in the world, tea
curators handcraft unexpected creations with tea mixology
as well as nitrogen and tea. For those interested in experiencing a
whole new brewing method, the Steampunk brings together science and
theater. Watch tea leaves dance in the water, while steam extracts
every nuanced flavor in one of tea’s most dynamic moments.
Inspired by the traditional clay teapots in China, the tea
experience bar is a light jade color with dark shadows to represent
tea stains formed in a teapot over time. It is also the only tea
bar created from recycled materials using a 3-D printer, measuring
7.5 meters (25 feet) in length.
Our responsibility and commitment to the
country’s future
Starbucks takes its responsibility to contribute and give back
to communities seriously. Today, the company announced another
milestone in its commitment to China: contributing meaningful and
enduring social impact through poverty alleviation by creating
opportunities for groups facing barriers, strengthening
partner-driven and locally-relevant community engagement, and
improving lives of Yunnan coffee farmers and their families.
The Starbucks Foundation and Starbucks China plan to make
charitable donations totaling approximately $20 million USD (RMB
132 million) over the next five years to drive social impact in
communities across China.
“We firmly believe it is our role and responsibility to use our
scale to give back to the communities as we continue to grow in
China, and with the people of China,” said Belinda Wong, chief
executive officer of Starbucks China. “Our commitment, together
with our Roastery opening, epitomizes how Starbucks is
doubling-down on the unprecedented opportunities we see in the
future for Starbucks and China.”
The Starbucks Foundation’s charitable donation is part of its
ongoing global commitment to giving back.
“The Starbucks Foundation was established 20 years ago to
strengthen communities around the world. We are proud to have
supported communities across China for many years and look forward
to deepening our commitment in the years to come,” said Vivek
Varma, president of The Starbucks Foundation.
Starbucks entered China in 1999 and these
series of commitments reaffirm the strategic role of the China
market and highlight Starbucks ongoing aspiration to elevate its
partners, customers, suppliers and neighbors to create an
environment where everyone can thrive. The Starbucks Roastery is
another firm demonstration of Starbucks confidence and optimism in
its long-term growth in China.
About Starbucks Coffee Company
Since 1971, Starbucks Coffee Company has been committed to
ethically sourcing and roasting high-quality arabica coffee. Today,
with more than 27,000 stores around the globe, Starbucks is the
premier roaster and retailer of specialty coffee in the world.
Through our unwavering commitment to excellence and our guiding
principles, we bring the unique Starbucks Experience to life for
every customer through every cup. To share in the experience,
please visit our stores or online at news.starbucks.com and
Starbucks.com.
About The Starbucks Foundation
Established in 1997, The Starbucks Foundation has strengthened
communities around the world by advancing youth leadership and
community engagement. The Starbucks Foundation is a U.S. 501 (c)(3)
charitable organization under U.S. law, and receives funding
primarily from Starbucks Corporation and private donations.
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version on businesswire.com: http://www.businesswire.com/news/home/20171204006204/en/
Starbucks Coffee CompanyMarianne Duong,
206-318-7100press@starbucks.com
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