Starbucks opens in China its largest coffee in the world
Wednesday, December 6, 2017 07:25
Wednesday, 6 December 2017 07:28
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SHANGHAI | Starbucks has opened on Wednesday in Shanghai its more spacious facility world, at a time when the american giant intends to establish itself in China, a country where the consumption of coffee explodes after having long been confidential.
The establishment on two floors, located in the heart of the shopping district of the economic capital of china, has been invaded by hundreds of customers. Some have had to wait an hour before being able to place an order.
The facility extends on an area of 2 700 m2, or more than a third of a football field. This is the second Starbucks opens under the trade mark ” Reserve Roastery “: a concept of points of sale refined offering of roasts of beans of the highest quality, teas, beers brewed coffee, and a personalized service.
The first sign of this type was opened in 2014 in the u.s. city of Seattle, where the group has its headquarters.
The coffee chain is a total of more than 3,000 points of sale in 136 agglomerations in china. Among them, 600 are located in the only metropolis of Shanghai: it is the city of the world that has the largest number of Starbucks.
A new hotel opens in China every 15 hours, ensures the american group. And the CEO of Starbucks, Howard Schultz, told Bloomberg News that China could become the main market of the company in less than a decade.
The brand of Shanghai, to the decoration made of wood and brass, has a giant barrel containing tons of beans freshly roasted. They are shipped in various corners of the coffee through pipes that snake along the ceiling.
For Zhao Fei, a customer, the price of the drinks, however, can be prohibitive: they climb up to 78 yuan (10 euro) cup, a high price compared to average wages in the country.
“But a lot of people in China really start to enjoy the cafés expensive, especially urban youth,” says the boss of a manufacturing company of paper, which has opted for a tea fruity.