News

Starbucks launching roastery, small-footprint stores

Starbucks Coffee Company announced the launch of a one-of-a-kind, interactive Starbucks Reserve Roastery and Tasting Room in Seattle, and will test small-footprint, express stores in NYC.

September 5, 2014

Starbucks Coffee Company announced it will launch of a one-of-a-kind, interactive Starbucks Reserve Roastery and Tasting Room in Seattle this December.

It also announced plans to test small-footprint, express stores in New York City starting in 2015.

The Starbucks Reserve Roastery and Tasting Room is described in a press release as a "union of coffee theatre and manufacturing." The 15,000-square foot interactive coffee roasting, education and retail space has been in development for more than two years, according to the company.

The roaster will feature Starbucks Reserve products, which are small-batch arabica coffees currently only available in select stores and online. The roaster will double Starbucks' small-batch roasting capacity, allowing the company to get its reserve line into 800 to 1,500 stores worldwide by the end of FY15. Starbucks plans to open 100 roaster and tasting room stores.

“Everything we have created and learned about coffee has led us to this moment. The Starbucks Reserve Roastery and Tasting room is a multi-sensory experience that will transform the future of specialty coffee,” CEO Howard Schultz said in the release. “We plan to take this super premium experience to cities around the world, elevating the Starbucks experience not only through these stores but across our entire business.”

Small-footprint express stores

Starbucks also plans to test small-footprint, express stores.

“The evolution of our store experience is a direct reflection of how our customers are interested in both accessibility to the brand as well as speed and convenience. Our scale affords us the unique opportunity to bring a flexible portfolio of options rooted in our core commitment to coffee quality,” said Cliff Burrows, group president, U.S., Americas, and Teavana.

In addition to providing a concentrated set of beverage and food offerings, the express formats will look to integrate Starbucks digital payment platform, including mobile ordering to expedite speed of service in these locations.

Starbucks is on track to bring approximately 1,550 net new stores in FY14 and 1,600 net new stores in FY15 with nearly 300 net new company-operated locations in the U.S., according to the release.