Starbucks Opened its First Reserve Megastore in Seattle

Feb 28, 2018

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The largest coffee house chain in the world just got a little bigger: Starbucks opened its first Reserve store, a new cafe format that’s dedicated to its premium Reserve brand.

Opened Tuesday in Seattle on the main floor of Starbucks’ headquarters, the Reserve store offers customers a massive “Eataly-style” food court and the company’s full beverage menu plus a few new items: Nitro Draft Latte and Spiced Ginger Cold Brew on tap as well as new espresso drinks like the Bianco Mocha.

(Photo courtesy Matt Glac/Starbucks)
(Photo courtesy Matt Glac/Starbucks)

 

The “open, marketplace style” of the Reserve stores hopes to bring in customers for more than just coffee. Patrons can sip traditional Italian cocktails like Aperol Spritz and Negronis from the mixology bar and nosh on Italian eats and fresh baked goods from the Princi Bakery chain Starbucks bought in 2017.

Starbucks CEO Howard Schultz called the opening of the Seattle Reserve Roastery a “significant milestone” for the company.

 

(Photo courtesy Matt Glac/Starbucks)
(Photo courtesy Matt Glac/Starbucks)

 

Starbucks currently has about 14,000 cafés in the United States alone, another massive Reserve Roastery in Shanghai and a third location set to open in New York City later this year. The Siren-branded company even launched its own credit card with Chase earlier this year.

In 2016, Starbucks first introduced the idea of the Reserve format with a plan to globally develop up to 20-30 Roasteries and 1,000 Reserve stores, with 20% of its stores becoming Starbucks Reserve Bar locations.

Starbucks partners work in the new Starbucks Reserve store at the Starbucks Support Center in Seattle on Wednesday, February 21, 2018. (Joshua Trujillo, Starbucks)
Starbucks partners work in the new Starbucks Reserve store at the Starbucks Support Center in Seattle on Wednesday, February 21, 2018. (Joshua Trujillo, Starbucks)

All images courtesy of Starbucks

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