The famous coffee chain announced its plan to open a Starbucks Roastery and Tasting Room in Seattle. The tasting room is expected to open in December and will increase availability of higher priced, small-lot Reserve coffees.
Starbuck’s fast-growing Reserve coffee line is available to 1,500 locations globally, and the tasting room will help expand the Reserve coffee line. Howard Schultz, Starbucks CEO, believed The Starbucks Reserve Roastery will transform the future of coffee. Not only will the tasting room help spread the brand but attract customers who like to indulge in coffee. The Reserve coffee plans to grow its presence worldwide.
Latin America’s Reserve location just opened as part of a three-level store. This is Starbuck’s first Latin American Reserve location. The store is part of a three-level store serving 100 percent Colombian coffee and expects to exceed $1.5 million in sales for the first year. Starbucks plans to open 100 more stores with limited availability coffee within the next five years. Along with the Reserve stores, the coffee chain will be investing in smaller, alternative stores. The first test stores will appear in New York City. The store will offer fewer products but reduced waiting times for consumers. The new express setup will focus on digital payments and mobile ordering.