Showcasing Starbucks leadership in retail innovation by connecting customers with 100 years of modern Chinese history and reimagining the Third Place.

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Tianjin, China – Today, Starbucks unveiled its flagship Reserve store in Tianjin, China. Located in Riverside 66, a Renaissance-style building constructed in 1921, this flagship store reimagines a nearly century-old heritage building to create an inspiring Third Place experience where history is brought to life and enriched with Starbucks coffeehouse culture.

“Over the past 20 years in China, Starbucks has constantly pushed to innovate and reimagine the Third Place experience, to bring people and communities closer together,” said Leo Tsoi, senior vice president, chief operating officer and president, Starbucks China - Retail. “We are immensely proud and privileged to preserve a revered piece of history that binds together four generations of Tianjin residents, and to share this rich cultural inheritance with more people, passing it on to future generations.” 

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The Starbucks Reserve Riverside 66 Tianjin flagship store demonstrates Starbucks leadership in retail innovation and sets new standards in store concept and design by combining deep history with an entirely modern third-place experience for customers. For the first time in Tianjin, it features Starbucks Bar Mixato and Starbucks Teavana™ Bar, on top of its Starbucks Reserve offerings that reflect the company’s commitment to elevate and deliver an exceptional in-store experience while creating distinct, new Starbucks occasions in China. 

Rejuvenating a Historical Icon

Located in Tianjin’s leading commercial street, the building holds a special place in the hearts of local residents as an iconic city landmark that was a witness to key eras in modern Chinese history. Designed by Shen Liyuan, who was among the first pioneers of Chinese architects to study overseas, it housed the Zhejiang Xinye Bank till the early 1950s, and was a symbol of the city’s economic prosperity and development. In the 1980s, the early days of China’s economic transformation, it reopened as the high end Yongzheng Tailor Shop before becoming the Xinye Foreign Trade Mall. The location was officially designated as a city heritage site in 1997 and has been left vacant for the past two decades – a cultural gem waiting to rediscover its glorious past.

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Driven by the passion and responsibility to revive this rich cultural heritage, Starbucks took on an unprecedented challenge to preserve the building’s original architecture and to restore the landmark to its full splendor, while infusing modern, creative elements that complement and give new life to the space. Working in collaboration with local historic preservation experts, it took three years of relentless effort by passionate Starbucks partners to navigate technical complexities and realize the vision for this ambitious project.

Customers can now admire up close the exquisite craftsmanship and grandeur of a bygone era, which include a majestic Greek style exterior façade and aesthetically breathtaking interior decorations, most notably a glass dome, imported marble columns and marble carvings. The original bank counters have also been fully preserved, allowing customers a peek into what a bank from a century ago looked and felt like. Meanwhile, creative use of bronze tubes ensured that no nail had to be struck into the columns when lighting was installed. Lighting and air conditioning systems were also ingeniously embedded into the glass dome.

“Beyond preserving the century old architecture in its fullest form, the Starbucks flagship store has also made creative use of its unique features,” said Mr. Luo Shuwei, famous historian and senior researcher from the Tianjin Academy of Social Sciences. “Starbucks partners have shown great passion and dedication to ensure that every design detail is in harmony with the original architectural style, to create a warm and welcoming ambience that is also filled with history.” &nbsp;

A reimagined coffee and tea experience comes to Tianjin

The flagship store is also where Tianjin’s cultural legacy meets Starbucks coffeehouse culture, in a powerful blend that elevates the third place experience to new heights. Customers can not only feel the richness of history, but also savor the world’s best coffees and experience the human connection imbued in coffee culture.

At the center of the main hall is a U-shaped Reserve Bar, where well-trained, certified Starbucks baristas expertly craft Starbucks Reserve coffees using different brew methods and equipment, such as the Siphon, V60 and Black Eagle. Customers may taste the extraordinary flavors of some of the world’s rarest, most exalted and most sought-after small-lot coffees – selected from more than 250,000 cups evaluated by Starbucks team of expert tasters every year, and roasted with meticulous care in the Shanghai Roastery. Often coming from remote and rugged places, with limited harvests from lots as small as a family backyard, each Starbucks Reserve coffee has its own story to tell, with different factors like soil, temperature, elevation, and the amount of rainfall and sunshine making each coffee unique.

The flagship store also features Tianjin’s first Bar Mixato and Starbucks® Teavana™ Bar. The premium Teavana™ Bar reimagines a modern tea experience, while demonstrating deep respect for thousands of years of tea tradition. It features beverages crafted using extraordinary ingredients in ingenious ways – customers may enjoy nitrogen infused teas, and the visual intrigue of the Steampunk brewing system, along with quality, brilliant tea leaves, blends and botanicals. A tea room is located at the far end of the bar, where customers may have a cup of Starbucks® Teavana™ tea while appreciating a tea inspired painting, a combination of tea and art to delight all senses.

Meanwhile, the store’s Bar Mixato offers over 30 options of Starbucks Reserve® cocktails, wines, and craft beers. Apart from popular pre-dinner and classic cocktails, the bar also features signature cocktails that creatively blend Starbucks® coffee and tea flavors, artfully mixed by Starbucks trained and certified bartenders. Paired delightfully with exquisite food offerings, they present a novel Starbucks third-place experience beyond customers’ imagination.

Starbucks Preserves Heritage Site in China to Open Flagship Location in Tianjin - Starbucks Stories

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Starbucks Preserves Heritage Site in China to Open Flagship Location in Tianjin

Located in Riverside 66, a Renaissance-style building constructed in 1921, this flagship store reimagines a nearly century-old heritage building to create an inspiring Third Place experience.

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Starbucks and Nestlé today announced a new premium coffee experience for Chinese consumers with the introduction of Starbucks At Home and “We Proudly Serve Starbucks® Coffee” integrated business solutions in Foodservice channels.

This is the first launch in China since the two companies formally joined forces in August 2018 to create the global coffee alliance.

The nationwide rollout consists of a new range of 21 products, including whole bean and roast and ground packaged coffees, as well as the first-ever Starbucks capsules jointly developed since the two companies formed the <a href="https://stories.starbucks.com/press/2018/starbucks-and-nestle-form-global-coffee-alliance/">Global Coffee Alliance in 2018</a>.

“For 20 years, we’ve pioneered the Starbucks Experience for customers in China, and today through our alliance with Nestlé, we’re unlocking new premium coffee experiences to better suit our customers’ daily lives outside of our Starbucks retail stores,” said Belinda Wong, chairman and ceo, Starbucks China. “This is only the beginning —&nbsp;the addressable market for coffee in China is rapidly growing and we’ll continue to expand our reach and innovate to deliver signature Starbucks coffees on Nestlé’s proprietary systems and platforms to expand our customer reach for new occasions.”

The alliance is part Starbucks and Nestlé’s strategic partnership to expand the global reach of Starbucks brands in Consumer Packaged Goods (CPG) and Foodservice segments. Since then, the alliance continues to roll out at an accelerated pace. &nbsp;

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Building on Nestlé’s single serve capsule systems, including Nespresso and Nescafé Dolce Gusto, Starbucks At Home introduces Starbucks espresso capsules in signature flavors such as Caramel Macchiato and Cappuccino, allowing Chinese consumers to enjoy their favorite Starbucks coffee at home. Each capsule combines the high-quality, 100% arabica Starbucks® coffee that customers know and love with the premium at-home coffee experience of Nespresso.

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Starbucks and Nestlé share a commitment to sustainability. The coffee is made with high-quality arabica coffee, ethically sourced, adhering to <a href="https://www.starbucks.com/responsibility/sourcing/coffee">Starbucks C.A.F.E. Practices</a>.

Entering New Channels – E-commerce, Foodservice

The full range of Starbucks at Home products will be widely available across e-commerce flagship stores on Tmall, JD.com and Suning.com, meaning Chinese consumers can enjoy making their favorite Starbucks coffee at home.

Starbucks will also start rolling out “We Proudly Serve Starbucks® Coffee”, an integrated business solution in Foodservice channels, across office and hospitality locations in tier-one Chinese cities; with the aim to gradually expand to more cities over the next five years.

The global coffee alliance reflects the shared values and goals of both companies, including a shared commitment to ethical and sustainable sourcing of coffee, and advancement of global sustainability solutions through innovation and expertise. The expansion of the alliance to China is a significant milestone for two of the world’s most recognized consumer brands, as the companies work together to elevate the customer experience across China.

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Starbucks and Nestlé expand Global Coffee Alliance to China - Starbucks Stories

Starbucks and Nestlé expand Global Coffee Alliance to China

The nationwide rollout consists of a new range of 21 products, including whole bean and roast and ground packaged coffees, as well as the first-ever Starbucks capsules.

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Starbucks and Nestlé expand the Global Coffee Alliance to China

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New store format integrates signature Starbucks store environment with Mobile Order &amp; Pay and Starbucks Delivers™ customer experiences &nbsp;

Beijing, CHINA – Starbucks today opened its first Starbucks Now™ store – an innovative, express retail experience that seamlessly integrates Starbucks physical and digital customer touchpoints. Combining the signature Starbucks café environment with Mobile Order &amp; Pay and Starbucks Delivers™ customer experiences, this streamlined experience allows customers and delivery riders to conveniently get their favorite beverages and food at Starbucks.

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Centered at the heart of Beijing’s financial district, the Starbucks Now store is the company’s first express retail format location offering new levels of convenience and speed to meet the needs of today’s modern urban lifestyle in China.

“The Starbucks Now store is a testament to our unwavering commitment to delivering innovative customer experiences through new retail formats,” said Leo Tsoi, chief operating officer and president, Starbucks China Retail. “This new retail format and design approach provides us with a platform to offer customers a fast and convenient retail experience to suit their on-the-go lifestyle.”

A transformative order and pick-up experience

Customers entering the store will be greeted by a Starbucks barista at the elevated concierge counter to assist with ordering or order pickup. They can choose from a menu of handcrafted beverage options tailored for the on-the-go customer along with an assortment of popular food items. Limited seating is available for customers who choose to stay and relax with their favorite food and beverages in the store.

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For delivery riders, a dedicated area for Starbucks Delivers orders enables quick and easy pickup supported by baristas offering the unparalleled best-in-class Starbucks Experience. Fulfilled Starbucks Now and Starbucks Delivers online orders will be placed in a safe and secure in-wall system with a designated pickup portal associated with each order.

The store will also have the ability to serve as a centralized dispatch center for delivery orders within a certain radius so Starbucks baristas at neighboring cafés can focus on delivering exceptional service to in-store customers at those locations. During peak times, Starbucks Delivers beverage orders will be handcrafted by baristas from a central kitchen that is part of the Starbucks Now store. &nbsp;

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As a coffee leader deeply rooted in China, for China, Starbucks has continued to build its digital capabilities and offerings to exceed the expectations of its Chinese customers. In May, Starbucks China introduced the company’s mobile order and pay experience, Starbucks Now, across 300 retail stores in Beijing and Shanghai. Since its introduction the program has expanded to Hangzhou and Nanjing and is now offered in over 1,300 stores across four cities.

Today’s launch of the first Starbucks Now store marks the latest milestone in the company’s continued efforts to bring its digital experiences for customers in China through unique and convenient store formats. The company plans to open new Starbucks Now stores across high-traffic areas including business and transportation hubs as well as to new cities in China.

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Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting high-quality arabica coffee. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience please visit us in our stores, online at&nbsp;<a href="http://www.starbucks.com">Starbucks.com</a> and through <a href="http://stories.starbucks.com/">Starbucks Stories</a>.

Starbucks Unveils Express Retail Store Experience in Beijing — Starbucks Now - Starbucks Stories

Starbucks Unveils Express Retail Store Experience in Beijing — Starbucks Now

In Beijing, Starbucks opened its first Starbucks Now™ store – an innovative, express retail experience that combines the café environment with Mobile Order & Pay and Starbucks Delivers™ to allow customers and delivery riders to conveniently get their favorite beverages and food.

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Starbucks Unveils Express Retail Store Experience in Beijing — Starbucks Now™

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An exclusive feature for Starbucks Rewards members through the Starbucks China app

Launch reinforces Company’s commitment to delivering transformative retail experiences

Today, Starbucks began to roll out the company’s Mobile Order &amp; Pay experience, Starbucks Now, to 300 select stores in Beijing and Shanghai and plans to introduce this feature across China over the next year.

Starbucks Now allows customers to place an order in advance of their visit and pick up their beverage and food at a Starbucks® store. The new feature is exclusively available to Starbucks Rewards® loyalty program members through the Starbucks China mobile app. This feature is testament to Starbucks commitment to driving meaningful innovation that brings high-quality coffee to customers, while using digital technology to address their needs for convenience and speed.

“Starbucks Now represents a significant opportunity for Starbucks China to drive new innovative customer experiences,” said Belinda Wong, ceo, Starbucks China. “This builds on the latest of several digital initiatives in China, including Starbucks Delivers and locally relevant gifting and e-commerce experiences. We are excited to offer this special Mobile Order &amp; Pay service exclusively to our Starbucks Rewards members to provide convenience and speed to suit their on-the-go lifestyle and seamlessly integrate Starbucks into their daily lives.”

The rollout of Starbucks Now builds on the digital capabilities and infrastructure of the recently introduced Starbucks Delivers™ program in 2018. Starbucks Now will provide customers in China a unique and convenient way to order, pay and pick up their favorite Starbucks beverage and food item without the wait.

Additional Convenience for Starbucks Customers

Innovating at the accelerated pace of modern urban life in China, Starbucks Now allows customers to choose a store location based on the GPS functionality of their mobile device to browse, customize a beverage, select a food offering, view order time, and pay — wherever they may be. Following confirmation of the order, baristas handcraft each beverage and have the order ready to hand to the customer when they arrive at the store. The simple convenience of mobile ordering means customers bypass the line.

In addition, Starbucks Rewards members also get Stars using Starbucks Now on all purchases, earning Stars 25% faster than if paying with a Starbucks stored value card, and reap rewards including free beverage and food and personalized offers through the mobile order feature.

An Uplifting Personalized Order and Pick-Up Experience

Starbucks Now is curated to enable customization in an entirely enhanced mobile order experience. Through the feature, customers can modify the beverage size, select the number of espresso shots and select their dairy preference. In a first-ever mobile order feature for Starbucks, beverage options have been expanded to include: type of espresso shot, amount of whip cream and room for milk.&nbsp;

For beverages with strict temperature requirements for quality, such as Nitro Cold Brew, Cold Foam Cold Brew and Coffee plus Ice Cream, Starbucks baristas will handcraft beverages upon arrival. 

Building on the Company’s mission to inspire and nurture the human spirit, Starbucks has created a unique and personalized pick-up experience for orders placed using Starbucks Now. Mobile order customers will receive a secret code with an uplifting message to brighten their day. When the customer arrives at the store to pick up their purchase, they can share the secret code with the barista to pick up the order.

To register for the Starbucks Rewards program in China, customers can download the Starbucks® China mobile app and register to become a member.

Digital Innovations Transforming Retail

Personalized, digital relationships with customers are important to the holistic Starbucks Experience in and outside of the retail stores and Starbucks China continues to be committed to creating deep customer relationships through innovating in digital capabilities and enhancing its unique coffeehouse experience.

Over the past 20 years, Starbucks has built a diverse portfolio of innovative digital offerings and capabilities in China. With the introduction of Starbucks Now, the company will further enhance the Third Place experience, deepen customer connections and strengthen customer loyalty for the long term.

Starbucks Now, Mobile Order & Pay App Technology Rolls Out in 300 Stores in Beijing and Shanghai - Starbucks Stories

Starbucks Now, Mobile Order &#038; Pay App Technology Rolls Out in 300 Stores in Beijing and Shanghai

Starbucks Now, allows customers to place order in advance of their visit and pick up their beverage and food at a Starbucks store.

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Starbucks Now, Mobile Order & Pay App Technology Rolls Out in Beijing and Shanghai

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Starbucks Now, Mobile Order & Pay App Technology Rolls Out in 300 Stores in Beijing and Shanghai

Store creates opportunities for the Deaf and hard of hearing community as part of the company’s ongoing commitment to inclusion, accessibility and diversity

Opening Starbucks third signing store globally

Guangzhou, CHINA – Starbucks today announced it has opened its first Signing Store in Guangzhou, China, dedicated to offering employment and career advancement opportunities for the Deaf and hard of hearing community. The store will serve as a welcoming hub for those passionate about improving accessibility and experiences for all and is located near the recognized Guangdong Disabled Association and Guangdong Deaf People Association.

“As a coffee leader deeply rooted in China, for China, Starbucks is committed to creating equal opportunities for everyone, as well as a unique third place experience that addresses a wide range of community needs. The new Signing Store is an example of how we are building inclusive environments and careers for our partners,” said Belinda Wong, chief executive officer of Starbucks China. “This store truly creates a sense of belonging for everyone and is a strong testament to our continued commitment to building a more diverse and inclusive working environment.”

Creating Equal Opportunities for the Deaf Community

The store employs Deaf partners and hard of hearing partners (employees) from across China, who are fluent in Chinese Sign Language. With their deep experience in working with the Deaf community, the team of partners will help to develop talent and create career opportunities at Starbucks and beyond, while raising awareness and understanding of Deaf experiences in the workplace.

Starbucks currently employs over 100 partners with disabilities in China. Building on its efforts to nurture talent and create more opportunities for the Deaf workforce, Starbucks has partnered with the Guangdong Deaf People Association to offer professional skills training, including sign language courses and internship opportunities. 

“The Guangdong Deaf People Association is proud to partner with Starbucks to provide training and opportunities for the Deaf and hard of hearing community,” said Yitao Fan, vice chairman, China’s Deaf People Association &amp; President of Guangdong Deaf People Association. “Thanks to Starbucks, Deaf partners are empowered to develop their careers in a vibrant and supportive environment, while the store provides a strong platform to drive societal awareness around Deaf Culture and the needs of the community.”

Building an Inclusive Retail Experience

Featuring exclusive artwork and unique merchandise designed by Deaf artists, the store provides a platform for the Deaf and hard of hearing community to unleash its talents. The welcoming environment features wooden frames above the bar area that are arranged to express the gesture of love in sign language. 

Sign language symbols are printed on umbrellas in front of the store, and there are indicators throughout the store. Deaf baristas will wear aprons with the word “Starbucks” embroidered in sign language. The store is equipped with a customized ordering system. Customers and partners will be able to communicate using notepads and two-way digital displays. For customers new to sign language, there will be a dedicated area for customers to write down their orders on an electronic board and wireless vibrating pagers will notify customers when their orders are ready. 

To create an inclusive environment and encourage customers to learn more about the Deaf community, the store will also offer sign language lessons and coffee workshops in sign language.

Starbucks as an Employer of Choice in China

In addition to the Signing Store in Guangzhou, Starbucks has a long history of making meaningful investments as an employer of choice in China. This year, China (along with Canada) became the first international market at Starbucks to <a href="https://stories.starbucks.com/stories/2019/pay-equity-around-the-globe/">achieve 100% gender pay equity</a>, following a global announcement to <a href="https://stories.starbucks.com/stories/2018/starbucks-commitment-to-gender-racial-pay-equity/">close the gender pay gap for all partners</a> in company-operated markets. The company also offers a <a href="https://stories.starbucks.com/press/2017/starbucks-partner-benefits-insurance-plan-for-parents-in-china/">critical illness insurance plan</a> to the parents of Starbucks eligible full-time partners across mainland China – an initiative that addresses one of the market’s most pressing social concerns of elderly care. A monthly housing allowance subsidy is also available to all full-time baristas and shift supervisors who have been employed by Starbucks for more than six months.

Starbucks China’s commitment to creating an inclusive and supportive workplace has resulted in recognition as a leading employer by Aon Hewitt with its <a href="https://stories.starbucks.com/press/2017/starbucks-aon-best-employers/">Best Employer in China Award</a> in 2013, 2015, 2017 and 2018.

Signing Stores Around the World

In addition to China, Starbucks also opened a Signing Store in <a href="https://stories.starbucks.com/stories/2016/deaf-partners-build-careers-at-starbucks/">Malaysia in 2016</a> and <a href="https://stories.starbucks.com/press/2018/starbucks-opens-first-us-signing-store/">Washington, D.C. in 2018</a>.

The Signing Store opened on 19 May, the National Day for Helping People with Disabilities in China.

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SBX20190519 &#8211; Starbucks Signing Store China (7)

Starbucks Opens First Signing Store in China - Starbucks Stories

Starbucks Opens First Signing Store in China

The store creates opportunities for the Deaf and hard of hearing community as part of the company’s ongoing commitment to inclusion, accessibility and diversity.

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