Brace for Starbucks' two new store concepts. It appears as if the coffee chain is hoping a new upscale store design will once again make it everyone's favorite stop for coffee and not just free wifi and over-the-top beverage creations. According to a press release, Starbucks plans to open Starbucks Reserve Roastery and Tasting Room, a "one-of-a-kind" and interactive store dedicated to "coffee education" in Seattle this December. The concept will also share a space with a new location of Serious Pie from chef Tom Douglas.
The 15,000 square foot roastery will offer a cafe and tasting room dedicated to small-batch roasted reserve coffees. The Chicago Tribune writes that the roastery "is expected to give Starbucks the potential to expand its reserve lineup from 15 to 30 offerings." The fancy coffee expansion plans don't stop in Seattle: Starbucks also plans on opening around 100 reserve coffee-only cafes around the world in the next five years.
In good news for those who hate waiting in line, the coffee behemoth is also debuting a new speedier concept in New York City. According to the press release, Starbucks plans on testing an "express" store in Manhattan next year that will feature a limited food and beverage menu. Plus, to speed up the drink serving process even more, the store will offer mobile ordering and digital payment options. There are no details yet on how many express stores Starbucks plans on rolling out.
· Starbucks Accelerates Growth of Store Formats [Starbucks]
· Starbucks Plans New Store Designs [Chicago Tribune]
· All Starbucks Coverage on Eater [-E-]