Starbucks, once launched as a more exclusive coffee bar that has become mainstream, will now return to its roots with the launch of a first, more fancy "coffee roasting bar".
100 Reserve bars in 5 years
Starbucks already has 21,000 coffee bars worldwide, but wants to move back into the better (more expensive) coffee bar branch. Executive vice-president Craig Russell called it "upgrading the brand".
That is why the group will open its first Reserve bar in a former Seattle showroom. Customers can enjoy exclusive, locally-roasted coffee flavours, while having a bite to eat. They can even see the entire coffee-roasting process, from the green coffee bean to the drink.
There will be no cramped tables, but plenty of room in a cozy environment filled with woody textures. Baristas will not create the coffee, as actual "coffee masters" will take care of that. The green mermaid logo will be replaced by a R (short for "Reserve") with a star on top.
In the next 5 years, Starbucks aims to open 100 Reserve bars worldwide, focused on "trendy city districts". The first locations are Chicago, Washington, New York and Los Angeles.