I'll respectfully disagree. They are implying creation and ownership of an entire facility. They want to market themselves as being bigger and stronger than they actually are.

I guess hustling and bending the truth is rule 101 in marketing for start-ups these days, but it doesn't have to be like that.

When Blue Bottle open a new coffee shop, that's what they call it, an opening. If other coffee shops stock their coffee, Blue Bottle don't claim to have opened a new location, they simply say their coffee is available or served there.