How much is Starbucks hand coffee? how many beans does Starbucks hand coffee have?

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Starbucks' first overseas selection bakery was officially unveiled in Shanghai. The world's largest Starbucks roaster, with a floor area of 2700 square meters, is located in Taiguhui, Xingye, Shanghai, facing Nanjing West Road, one of Shanghai's busiest commercial streets. From afar, it looks like a giant coffee can.

Starbucks China calls it a "fantasy paradise of coffee". Here, coffee lovers can enjoy the all-sensory ultimate experience: taste nearly 60 selected innovative drinks; enjoy the coffee art Live Show; brought by Starbucks China's first eight roasters to witness the whole process of green beans being carefully roasted, brewed and finally made into a cup of mellow coffee.

This is Starbucks' second selection bakery in the world. When the first Starbucks selection Roasters opened in Seattle in 2014, Starbucks founder Schultz described it in a vivid metaphor: "like a magic carpet of coffee, drama and romance." As a key high-end industry line built by Starbucks, the goal of the selected roaster is to provide coffee lovers with an "all-sensory coffee environment".

▲ Starbucks Seattle selection Workshop

With its landing in China, Starbucks has more expectations for it. This Shanghai bakery is also the first "new retail wisdom store" jointly created by Starbucks and Alibaba. By accessing the AR solution independently developed by Alibaba artificial Intelligence Lab, consumers can experience the digital experience of seamless connection online and offline in the workshop.

Therefore, when talking about this exciting "coffee dream factory", "immersion" and "digitization" are its two key words.

"immersive" Coffee experience

Shar Van Boskirk, vice president of Forrester, once defined "immersive marketing" as "a cohesive experience that surrounds consumers in all the channels that consumers appear." For Starbucks, building a selection bakery is actually creating such an immersive atmosphere. Imagine walking into the door of the bakery and you will immediately be surrounded by the strong aroma of coffee. All you can see is everything about coffee: a coffee bar about 27 meters long, a giant "copper can" engraved with Starbucks and coffee stories, coffee beans banging in the transport pipe, and a coffee roaster in a leather apron making a cup of coffee for you. In such an environment, even people who never drink coffee will be moved by the world of coffee.

▲ 's 27-meter-long coffee bar

▲ is a giant copper jar decorated with more than 1000 traditional Chinese seals (about two stories high).

▲ Starbucks Coffee Symphony Pipe

By building an "immersive" coffee environment, Starbucks highly centralizes people's five senses (vision, taste, touch, smell, hearing) in the same time and space. This kind of omni-directional "combination punch" can bring more emotional experience to consumers than simply selling products. As Schultz said in a speech at Tsinghua University at the beginning of the year, "We need to build better, emotionally appealing and romantic physical outlets."

In addition, in this coffee factory, which is equipped with professional coffee roasting equipment and brewing utensils, there is also a selection bazaar, coffee library, exhibition of surrounding products, gourmet kitchen and other diversified product portfolios, and consumers are guided to explore online through AR scene identification. After tasting the coffee, consumers can go to the book bar to learn about coffee, buy selected fresh coffee beans at the market, and even taste pure Italian cuisine with coffee.

The coffee library on the corner of the second floor of ▲

▲ bread baking area

It can be said that the baking factory is not only an experience factory for coffee production, but also about coffee culture, art and education. In the limited space, Starbucks has derived the experience from coffee to a series of coffee-related products, from coffee to digital senses, which can bring consumers an all-round and immersive sense of experience.

The AR Wisdom Market of "Digital"

According to Ali, Shanghai Starbucks Zhenxuan Bakery is the first large-scale commercial use of AR scene recognition. In the bakery, consumers can enter the Starbucks "online workshop" through Mobile Taobao's "AR scanning function"-explore the Starbucks story of "from a raw coffee bean to a cup of mellow coffee", evoke the "hidden" online menu query function, and intuitively understand every detail of the coffee bar and brewing utensils through AR technology. In addition, consumers can get virtual badges and unlock customized photo tools for workshops at designated factory attractions.

In fact, as early as two years ago, Starbucks has been stationed in Tmall, began to explore digitalization. In Tmall's flagship store, Starbucks mainly sells electronic versions of Starbucks cards, gift cards and coffee exchange coupons. The main purpose is to achieve full-channel connectivity online and offline through access to Alibaba big data. Last year, Starbucks launched "using Star" on its Wechat platform to develop its presence in the field of digital social products. In addition to the AR experience, Starbucks Shanghai Bakery has also launched a "shopping while waiting" function in cooperation with Alipay, where consumers can "shop" and wait for notice after using Alipay to scan the code to pay. Through these marketing moves, it is not difficult to see Starbucks' determination to communicate with consumers in the digital field.

It is worth mentioning that on the opening day on December 5, Starbucks also launched Starbucks Tmall Super Brand Day. To this end, they launched a bakery exclusive H5 on Taobao, which will be immediately aroused when consumers type "Starbucks Fantasy Park" in the Taobao search box. This H5 is opened by a selection workshop door to show you the fantasy of "Coffee Dream Factory" from the perspective of a third person. With the shift of the protagonist's perspective, the real objects in the workshop are also loaded into the mobile phone, which seems to quietly tell us that even if you can't come to the baking site in person, you can still buy products that you covet online.

Summary

The establishment of the Shanghai Bakery is described by the industry as "the largest brand investment and innovation practice in Starbucks'46-year history." Long before the launch of Zhenxuan Workshop, Starbucks began to "test the water temperature" in stores all over the world, opening some selected coffee stores, as well as providing coffee brewing experience and coffee bean tasting. If we understand it as the 1.0 version of the selection workshop, then I believe Starbucks will certainly make more bold attempts in the future 3.0 and 4.0 versions. It is reported that the future "Starbucks selection Bakery" is expected to open 20-30 stores around the world.

Hand-brewed coffee beans

Hand-brewed coffee beans

Hand-brewed coffee beans

Hand-brewed coffee beans