Published: Thu, December 07, 2017
Global | By Enrique Rogers

Online menswear retailer to open 18 locations in 2018; reduces delivery time

Online menswear retailer to open 18 locations in 2018; reduces delivery time

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.

Customers are able to watch the entire roasting process and it's interactive.

"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", Wong said.

"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.

The Seattle-based company is homing in on its fastest-growing market as it searches for ways to kick-start sluggish global sales after saturating the USA with lattes and cappuccinos.

China has become Starbucks' second-largest and fastest growing market.There are more than 3,000 Starbucks stores in China, with 600 in Shanghai alone, and Starbucks plans to increase that number to 5,000 by 2021.

"It's obvious to us that the holding power of China for Starbucks is going to be much more significant than the holding power of the U.S.", said Mr Schultz at a briefing to unveil the new cafe.

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Revenue from the Asia-Pacific region accounted for nearly 15 per cent of Starbucks' revenue for the fiscal year ended in October. China is on course to be the company's largest market in less than a decade, he added.

Ma said, for himself, "I don't like coffee, but I like Starbucks".

Starbucks is exploring "a range of options" for delivery, said Mr Johnson, who declined to specify when the service might begin.

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

A Starbucks "partner" makes a siphon brew in the new Starbucks Roastery in Shanghai, China.

Starbucks opened its first Reserve Roastery in its home city Seattle in 2014. The company has already inked a deal for an enormous 43,000-square-foot Reserve Roastery in Chicago that's set to open in 2019.

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