Starbucks Opened A Whole New Kind Of Store Today
Diehard Starbucks fans know that the company's goal is to be seen as a "third place," a space between work and home where people can relax and socialize with a cup of coffee in hand. Their newest store format, Starbucks Reserve, is giving customers a lot more room to do so.
Announced in 2016, the first Starbucks Reserve opened this week on the main floor of the Starbucks headquarters in Seattle, and it's a mix between a standard Starbucks store and the giant Starbucks Reserve Roastery experience currently open in Seattle and Shanghai. The goal with these Reserve stores is to offer coffee drinkers a marketplace-style experience, as well as a much wider variety of food and beverage options.
All of the drinks available at the Starbucks Reserve Roastery will be offered at this new store, as well as a few drinks unique to the store, like the Nitro Draft Latte, Spiced Ginger Cold Brew, and Bianco Mocha espresso. Starbucks Reserve will sell freshly made food from the Princi menu, including cornetti (Italian croissants), brioche, focaccia sandwiches, and pizzas. Some of the usual favorites, like pastries and muffins, will be available too.
Besides caffeine, visitors can sip on cocktails made at the mixology bar, where Italian drinks like Aperol Spritz and Negroni Sbagliatos will be served.
The space is set up to have plenty of seating available, both at large community-style tables and in lounge areas situated around the store's two fireplaces. If you've had trouble getting a seat at your local Starbucks, it seems like much less of a potential problem here. Customers can also watch their pizza, bread, and pastries being made in Princi's open kitchen.
While the Seattle location is the first Starbucks Reserve, it certainly won't be the last. The company plans to open 1,000 Starbucks Reserve locations in the coming years, as well as 20 to 30 Roasteries and several standalone Princi bakeries.
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