Coffee giant Starbucks is continuing its quest to become a serious coffee brand by opening more of its fancy pants "Reserve" stores around the globe. Next up is Romania: According to Wall-Street (translated), the chain is opening a Starbucks Reserve cafe in Bucharest this week. These stores sell Starbucks' line of Reserve coffees, which are a variety of rare small-lot Arabica beans from around the globe. All of the Reserve beans are roasted at the chain's ritzy Reserve Roastery and Tasting Room in Seattle. Things get even fancier: The store in Romania will also brew coffee using a Clover brewing system, which Wall-Street writes is the first use of the Clover in Eastern Europe.
But why Bucharest?
Starbucks' latest move is a bit surprising. Romania Insider notes (translated) that the country currently only has 12 other locations, though that may soon change. Starbucks apparently plans to open an additional 22 coffee shops in the next five years. But why Bucharest? Regardless, Romania is an odd choice considering that there currently are only a handful of Reserve stores around the world. They are located in major cities like London, Amsterdam, Moscow, as well as in Chengdu at their luxe new China flagship store.