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Starbucks opens in China its largest coffee in the world

Starbucks opens in China its largest coffee in the world

As of now, China is the company's second-largest market in the world with 3,000 stores.

Starbucks is using augmented reality (AR) to drive its omni-channel retail efforts, blending the online and in-person store experiences.

The world's largest Starbucks is opening in Shanghai, China.

Imagine 30,000 square feet of coffee roasting and Italian baking.

The AR experience acts as a virtual tour guide of the Starbucks Reserve Roastery in Shanghai, and offers an option for ordering from custom tasting menus and more. It's as if they've gone through the looking glass via their phones, peering inside the cask to watch an animated version of newly roasted beans dropping into the cask.

The building, which is created to look like a giant coffee bean from the sky, houses three coffee bars-one of which stretches 88 feet-a Teavana tea bar made of 3D printed recycled materials, a two-story, 40-ton copper cask used to refill the store's coffee silos and a ceiling covered in 10,000 handmade tiles constructed from American walnut inspired by an espresso machine.

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The store in Shanghai is only one of the five Roasteries that were expected to open before 2020.

Visitors who don't download the Roastery app or access it on Alibaba's Taobao app can scan QR codes embedded around the Roastery for a similar experience. The augmented reality experience is woven throughout the Roastery.

As customers enter the new Roastery, they are greeted by the sight of a two-story, copper cask, adorned with more than 1,000 traditional Chinese chops (or stamps) that have been hand-engraved to narrate the story of Starbucks and coffee. "We didn't want people to have to queue".

Zhao Fei, a paper trader, said drink prices running up to 78 yuan ($11.80) for some coffees would scare off many Chinese customers. "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". "We wanted to enable them to order wherever they want". The customer can pay on the spot and be digitally notified when their order is ready, along with the location where they can pick it up. "With AR, we are able to go beyond educating, enabling and engaging, to empowering our customers to experience the space on their own terms", said Chang. "They can bring the Starbucks Roastery home with them, to continue enjoying and even share the experience with others".

Starbucks Reserve Roastery Shanghai has also teamed up with Princi, a bakery found in Milan and London, which will provide pastries to accompany the coffee brewed by baristas at three of its bars in the new store.

The ceiling is covered in 10,000 handmade tiles made from American walnut, that are hexagonal in shape and apparently inspired by the locking of an espresso shot on an espresso machine.