The world's biggest Starbucks just opened in China

An augmented reality app is used in the new Starbucks Roastery in Shanghai China

The 30,000 square-foot Starbucks Reserve Roastery is Starbucks' second Reserve Roastery after its flagship Reserve Roastery and Tasting Room that opened in the company's home market of Seattle in 2014.

Starbucks has showcased its first overseas roastery and its world's largest store in Shanghai, as it expressed strong confidence in the growing Chinese market.

Starbucks' same-store sales in China rose 8 per cent during the most recent quarter, beating its global 2 per cent growth. Customers at the cavernous new outlet on the West Nanjing Road shopping strip can watch beans being roasted, sample high-end brews and use a Starbucks augmented-reality digital app to interact with the store.

China is a vital market for Starbucks, according to John Gordon, a restaurant analyst at Pacific Management Consulting. "It is also another example of Starbucks tying together a physical store experience with new technology" said Starbucks CEO Kevin Johnson when announcing this at the GeekWire Summit in September.

Coffee giant Starbucks has officially opened its biggest ever coffee shop in China. Princi is the exclusive food offering in all Starbucks Roastery locations, including Seattle, Shanghai and upcoming locations. Last quarter, China posted an 8 percent increase, compared with a 3 percent gain in the US, excluding impacts from Hurricanes Harvey and Irma. Most of those visits occur between 1 p.m. and 3 p.m., but he said the stores are starting to see more residents adopt the American habit of drinking coffee in the morning. "We strongly believe, and we're committed to, building a long-term business in China that will be bigger, more powerful and more significant than our business in the U.S".

Coffee shop aficionados, take notice. Available on the custom-designed Roastery digital web app platform and Alibaba's Taobao app, the AR platform will incorporate a digital menu and share details of the coffee bars and brewing methods, in addition to other online and offline experiences.

The company is playing to that perception with its new Shanghai shop.

Starbucks furnishes the Shanghai Roastery with Chinese culture-rich decor, blended with the latest trend of augmented reality.

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