Starbucks opens Shanghai Disneytown flagship
Print Edition
YOUR morning latte could be in for a magical twist at the new Starbucks flagship store in Shanghai Disneytown, located right outside the gates of the Shanghai Disney Resort.
Inside this two-story domed structure, guarded by the company's iconic twin-tailed mermaid, coffee becomes a bond that unites people from around the world.
One thing that many will notice when walking into the new Starbucks Disneytown store is the absence of the company's signature chalkboard menu. Instead, to make ordering more convenient, every guest is greeted with a printed copy of the menu. To further expedite the ordering process, guests can place orders on their smartphones via WeChat and pay at the counter.
Opened on June 8, the new Starbucks Disneytown store is the company's fourth flagship outlet in China, and the first Starbucks at a Disney Resort in Asia. It is also now one of the busiest Starbucks locations in the world, serving thousands of guests every day.
The store's theater design concept is complemented by a series of coffee-inspired artworks. Gold and white metal wiring resembling latte art hang from the ceiling. A centerpiece mural on the second floor depicts coffee cups with shadow puppets in the shape of the Starbucks logo.
Belinda Wong, President of Starbucks China, credits the outlet's talented design team for bringing this special location to life.
“The experience here is very different from a normal store. We want to make sure we are bringing the entire magical Disney journey to life, with Starbucks being right here,” Wong said.
Human touch
The maestra in charge of daily operations is General Store Manager Winnie Ma, who joined Starbucks as a partner in 2003 after graduating from college.
“This store is special, because I wish to challenge myself again. Our partners wish to go outside their comfort zones. For me, it’s the same,” said Ma.
To keep everything running smoothly during peak hours, the Starbucks Disneytown store is staffed with 110 partners from 48 Chinese cities. Around 30 are Starbucks Coffee Masters who wear the company's special black apron.
Like Ma, many of these employees see the new location as a place to learn and grow. For them, such benefits were enough to convince them to leave their hometowns.
“Our partners value the opportunity to come here. It’s a very different experience here, one that can expand their horizons by leaving their comfort zones and familiar environments. Working here is a challenge and a valuable experience,” explained Ma.
All visiting partners from outside Shanghai are placed there for one year. Their name tags also feature the names of their hometowns. Ma came up with this idea after visiting and working at several Starbucks stores at Disney Resort in the US.
“On my name tag, I wrote 'Shanghai' next to my name because I wanted people to know where I came from. One day a Chinese couple came in the store and the woman looked at my name tag and said to her husband in Shanghai dialect ‘she’s Shanghainese!’ I was thrilled to meet two persons from the same city, so I replied ‘I’m Shanghainese’ in dialect. We continued our conversation in the language of home,” Ma recalled.
She believes details like these will add a human touch to the new flagship store. Some partners have already met guests from their hometowns.
The unique Starbucks experience at the flagship store is the combined work of its many dedicated partners. They sing “Happy Birthday” when they know it’s a guest’s birthday, play with young visitors, and host a monthly latte art carnival.
“In addition to our professionalism and passion, we hope these moments will surprise our guests,” Ma said.
For families coming to the Shanghai Disney Resort with young children, the experience at this Starbucks promises to be a special one, starting with greeters giving a fun sticker gift to every child who comes through the door.
Ma also noted that there are three special beverages for children at this store: Chocolate Java Chip Cream Frappuccino, Vanilla Flavored milk and Hot Chocolate. Mini set desserts and pastries — like petite Swiss rolls and mini croissant — also make great treats for little ones.
For Starbucks mugs collectors, the Disneytown store is not to be missed. The store offers three exclusive gifts: an apron, a travel mug designed in collaboration with Swarovski and a canvas tote bag. Guests can also find an array of city mugs here as well.
“Starbucks emphasizes experience, and the Disneytown store presents a theatrical coffee experience... we hope all customers coming to this store can experience something magical,” said Henry Xie, general manager and president of Starbucks Coffee Shanghai.
Before stepping into the magical world of the Shanghai Disney Resort, stop by the Starbucks in Disneytown to grab a “Peach in Peach” frappuccino, your favorite coffee or a hot sandwich as you
prepare for a day of adventure and fun.
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