Starbucks Coffee Company opened its first Reserve store, a new store format from the company’s Siren Retail business dedicated to its premium Reserve brand. The company plans to open up to 1,000 Reserve store locations worldwide as part of its ongoing investment in bringing a suite of premium store experiences to customers.
The first, located at Starbucks Seattle headquarters and open to the public, compliments Starbucks suite of premium store formats already open, anchored by the company’s immersive Reserve Roasteries which bring to life the theater of coffee roasting, brewing and packaging for customers. Siren Retail also includes Starbucks Reserve bar locations and Princi bakeries.
“Today marks another significant milestone as we have taken everything we have learned from our highly successful Roasteries, the relevancy of the third place and the overwhelming reception of freshly baked Princi food to an environment that will re-define customer connection and continue to serve as a halo to the rest of the business” said Howard Schultz, Starbucks executive chairman.
In addition to the full beverage menu available at the Seattle Reserve Roastery and the Princi menu, a few new items are available, including Nitro Draft Latte and Spiced Ginger Cold Brew on tap, as well as new espresso drinks such as the Bianco Mocha.
Designed in an open, marketplace style, customers can engage with and order from employees at the Princi counter or Reserve coffee bar, then gather at community tables or lounge areas around two fireplaces. On view is the Princi kitchen where customers can see breads and pastries being made.
“While our Roasteries are designed to be bold, educational environments, our Reserve store takes the best of coffee craft as well as artisan baking and layers in a marketplace-style customer experience creating a space that has both energy and moments of intimacy” said Liz Muller, senior vice president, Creative, Global Design & Innovation.
This Reserve store format was first introduced at Starbucks Investor Day conference in December 2016, as part of the overall premium store segmentation, which would be developed globally, over time. It includes up to 20-30 Roasteries, 1,000 Reserve stores and 20% of the Starbucks store portfolio becoming Starbucks Reserve bar locations.
Since then, Starbucks opened its first international Reserve Roastery in Shanghai, launched the first Princi location in the United States inside its Seattle Reserve Roastery and brought dozens of Reserve bar locations to life around the world. The company has also announced that it will be bringing stand-alone Princi stores to Seattle, Chicago and New York and plans to open Roasteries in Milan and New York later this year in addition to Tokyo and Chicago in, 2019.