Starbucks plans more mega stores

New Roastery key element of firm's efforts to tap more affluent customers

Starbucks, the world's largest coffee chain, plans to further innovate its beverage and store designs as well as digital offerings to attract more diversified and technology-savvy customers in China after it opened its biggest cafe in the world in Shanghai on Wednesday.

The Starbucks Reserve Roastery, which is the company's largest store of its kind, opened three years after the chain launched its first Roastery in Seattle. It is planning to open similar outlets in Milan, New York and Tokyo soon. The two-story Shanghai outlet spread over 2,700 square meters, offers multiple brewing methods, specially crafted teas and freshly baked Italian food. Customers can use their mobile devices in the store to have the augmented reality experience.