Starbucks' largest baking plant in the world will open in Shanghai on December 5.

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In May, Starbucks (feature Reading) China announced that after its headquarters in Seattle, Starbucks' second bakery store (Roastery) will open in Shanghai at the end of 2017. The much-anticipated store is scheduled to open on December 5 this year, according to people familiar with the matter.

Starbucks' second baking plant in the world

It is reported that the new Roastery will be completed on Nanjing West Road in Shanghai, the "first Commercial Street of China", and the specific site is Xingye Taiguhui. The store is divided into two floors, with a total area of 2575 square meters, nearly twice the area of Seattle's first Roastery (1400 square meters). Howard Schultz, chairman and CEO of Starbucks, has said that the Shanghai Bakery will be the largest investment in the brand in Starbucks history.

In order to ensure a sufficient sense of surprise, the confidentiality of Shanghai Roastery before opening is so strict that even the first batch of store partners (the internal name of Starbucks employees) who are in pre-job training have to hand in all their mobile phones to ensure that there is no video outflow. However, Yibang Power found an insider GAI (a pseudonym) and got some exclusive information about Shanghai Roastery: (as the Shanghai factory store is not yet available to the public, the pictures in the article are all Seattle factory stores. Source: network)

(1) Design

In addition to maintaining the original style of Starbucks, factory stores will add more novelty elements. For example, there is a huge coffee baking bronze cover on the surface of which is a traditional Chinese seal with the words Starbucks Coffee Culture; the ceiling of the store is made up of 10,000 hand-made hexagonal boards. The design is inspired by Chinese Lantern Festival lanterns and reflects Starbucks' respect for Chinese culture.

All the furniture in the store is designed under the guidance of craftsmen from Europe and selected by the top craftsmen in China, such as the bar is made of walnut by hand. In the store, consumers can also see huge cooling tanks running through the upper and lower floors, and coffee beans swimming in the transparent pipes around them.

(2) team

The factory store consists of the following teams: production Manufacting, Princi, retail Retail, design and construction Liz and Shanghai support Center. There are 360 partners from 10 countries, 160 boys and 200 girls, with an average age of 29 years. Among them, the Princi team with an average age of 25 is the youngest and the youngest partner is only 18.

These new partners are from various countries and regions, intended to better serve consumers from all over the world, and are selected based on Starbucks-certified "coffee masters". Because of the special status of the factory store, the ranks of these partners will be one level lower than before, and the image of the work will be more refined. Female partners must wear makeup to work, while boys should be suitable for eyeliner.

(3) Baking

The team is staffed by eight bakers who have completed nine months of training in the United States (90 Starbucks bakers worldwide). There are four equipment maintenance personnel in the baking team and one top baking master in the United States to ensure that the store baking work can run smoothly when something goes wrong with the machine; except for the baker, the relevant baking specialist can not participate in the baking. Can only do things like moving beans.

(4) content

It mainly offers three brands: Starbucks Zhenxuan, Princi and Teavana. Among them, Princi is the Italian restaurant brand that exclusively supplies food to Starbucks bakeries and Zhenxuan, while Teavana (Chawana), the tea retailer acquired by Starbucks in 2012, will still be a beverage support for brand stores, although it has not been able to help Starbucks enter the tea industry as an independent store.

"it's like Disney with coffee."

It has been revealed that the Roastery will bring different experiences to consumers through various divisions-Main bar is the "number one engine" of the store, allowing consumers to re-recognize Starbucks; Pairing bar is where consumers talk to baristas; Teavana bar displays steampunk tools to serve tea-loving consumers; Upper Main bar built a coffee theater with a long bar.

"it's like a Disney of coffee," GAI said, adding that the store will offer a variety of menu structures: coffee whole beans, coffee specials, tea Wana, derivative peripherals, alcoholic drinks, chocolates, which will be the unique experience of Roastery. In addition, there are many new ways of shopping, such as combining education and exploration, upgrading order mode, omni-channel retail, social sharing and so on.

He revealed that the first batch of partners stationed in Shanghai Roastery have completed the first round of pre-job training. During the whole training period, all the partners had to eat all the Princi cakes, which was "very enviable".

"not only are you familiar with the products, but everyone in the store in the future will be equipped with a mobile collection device so that consumers can buy what they like here anytime, anywhere." GAI added, "the service model of the factory store is determined by continuous adjustment after simulating consumer behavior for a long time, and the feeling must be unusual."

Yibang dynamic Network learned that the drinks and baking materials in Shanghai Roastery are very anticipated. At present, the factory store has harvested the first batch of Yunnan Zhengxuan beans and will bake them in the store, which means that Starbucks will once again purchase and bake in the same country after the United States; while Princi, which provides 90 pure Italian baked goods, more than half of the ingredients are imported and the pulp purity of the jam will be more than 80 per cent.

It is worth noting that the store also has many special products from factories and stores, including limited edition cups, watches, clothing and so on, a total of 500 items, of which 350 are imported products. The factory store has prepared a warehouse large enough for them in the basement to ensure that consumers arriving at the store will never run out of stock.

Starbucks China Strategy: upgrading

In January, Starbucks CEO Howard Schultz predicted that China's middle class would grow to 600 million over the next decade, and Starbucks decided to make a "long-term layout" here in the face of sufficient market capacity. Correspondingly, the rapid increase of domestic selection stores, the selection of periodic rare coffee beans stores make Starbucks brand more and more high-end, the emergence of baking factory stores is also natural.

Yibang dynamic Network learned that Starbucks China Zhenxuan store is the predecessor of the black apron coffee master store Kerry Center, which introduced the Black Hawk Coffee Machine for the first time. Originally, Starbucks only purchased the world's best 3% Arabica coffee beans, while Starbucks Zhenxuan Coffee only selected less than 1% of Arabica coffee beans. At present, Starbucks Zhenxuan stores cover more than 20 cities, with only one in some cities, while the number of bakery stores is even smaller. Seattle was the only Roastery store in Shanghai.

In fact, Starbucks announced that it would build a baking store in New York. At that time, the expected store would reach 2000 square meters, making it the largest Starbucks store in the world. Now this plan has been pre-empted by Shanghai. The store appeared in Shanghai because as early as 2014, Shanghai had the largest number of Starbucks stores in the world. After the start of the factory store project, there were more than 70 sites, and finally one of the most promising commercial real estate in the area was selected.

At present, only Starbucks' first bakery store launched in Capital Hill in Seattle at the end of 2014 can be roughly equated with Shanghai Roastery. There are nine areas, including bakeries, coffee shops, nearby product display centers and restaurants, offering 37 special drinks, including lattes and cappuccinos, as well as coffee information displays and bulk coffee bean counters. However, in terms of scale and cultural integration, the upcoming bakery in Shanghai will not be weak.