The outlet, which is approximately half the size of a soccer field, was described by Starbucks as a "state-of-the-art premium reserve roastery" and has been specifically created to attract affluent, white-collar Chinese consumers, according to the Financial Times.
In an interactive coffee and retail destination like no other, customers can visit many attractions of the store, including one of three coffee bars offering multiple brewing methods and explore specially-crafted teas. "Now in Shanghai you can see Starbucks anywhere".
The Roastery takes up a whopping 30,000 square feet of space on Nanjing Xi Lu, making it roughly 15 times the size of your average Starbucks location and twice as big as the company's first roastery, opened in Seattle in 2014.
On Wednesday this week Starbucks will be opening its largest cafe in the world, a sprawling 30,000 sq. ft. roastery in Shanghai, China.
The one bright spot was China, which stood out as Starbucks' fastest growing market.
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In connection with the opening, the Starbucks Foundation and Starbucks China announced plans to to make charitable donations totaling approximately $20 million over the next five years to programs and projects that contribute to, "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". Starbucks said that the shape was inspired by an espresso machine.
It wouldn't come as a surprise if this "friendship" and "shared values" resulted in key partnerships that would tremendously benefit the Starbucks brand in China, which helping Ma leverage Starbucks' considerable presence in the United States and other key markets.
Starbucks debuted its upscale Roastery format three years ago, in its Seattle hometown. The demand for premium products - from cars to yogurt - is gaining traction as an increasing number of Chinese families cross the income threshold to become affluent.
Executive Chairman Howard Schultz said the store would blend the company's 46-year history in the coffee shop business with "China's rich, diverse culture". The concept is part of a broad push upmarket that includes a line of premium coffee called Reserve and cafes to showcase the new brand.