News

Starbucks plans new ‘super premium’ stores, offerings

Starbucks plans new ‘super premium’ stores, offerings

STARBUCKS: Starbucks Corp on Friday announced two new types of stores aimed at capturing the growing demand for upscale reserve coffee and a separate test of an "express" store in Manhattan offering speedy service in a city where a "New York minute" is more like a nanosecond. Photo: Associated Press

By Lisa Baertlein

(Reuters) – Starbucks Corp on Friday announced two new types of stores aimed at capturing the growing demand for upscale reserve coffee and a separate test of an “express” store in Manhattan offering speedy service in a city where a “New York minute” is more like a nanosecond.

The moves from the world’s biggest coffee chain come as it faces growing competition from high-end craft coffee sellers such as Stumptown Coffee Roasters, Blue Bottle Coffee and Intelligentsia, as well as from fast-food chains ranging from McDonald’s to Dunkin Donuts to newcomer Chick-fil-A.

Starbucks said it plans to open a “first of its kind” 15,000-square-foot small-batch reserve roastery in the hipster Capitol Hill neighborhood of its Seattle home market in December. The company will consolidate roasting of its reserve offerings, including Geisha and Jamaica Blue Mountain, in the facility, which will house a store, a tasting room and a cafe devoted to its reserve coffees.

The new roastery is expected to give Starbucks the potential to expand its reserve lineup from 15 to 30 offerings. Some recent Starbucks reserve coffees sell for $15 to $50 for an 8-ounce package.

Starbucks also plans to open at least 100 reserve-only cafes globally over the coming five years. It declined to give more details.

“We plan to take this super premium experience to cities around the world,” Starbucks Chief Executive Howard Schultz said in a statement.

Starbucks also plans to test its first “express” store in Manhattan in 2015. The company said the New York store would be small and convenient, with a limited food and beverage menu. It will use digital payment and mobile ordering to speed up service. Starbucks declined to say how many express stores are planned.

(Reporting by Lisa Baertlein in Los Angeles; Editing by Leslie Adler)

Recent Headlines

17 hours ago in Entertainment

Bill Murray tosses fans’ phones off rooftop

billmurray

The "Ghostbusters" star was unwinding at rooftop restaurant in California on Thursday when he spotted two starstruck fans trying to snap his photo.

17 hours ago in Entertainment

OPENING WEEKEND: ‘Deadpool,’ ‘Zoolander 2’ to battle at the box office

15-overlay-6

Here's a look at some of the films set to open this weekend.

18 hours ago in Entertainment, National

Roses and roaches: Cold-hearted Valentine’s Day ideas

valentines

With the coldest air in more than a decade forecast to grip the United States this Valentine's Day weekend, the holiday dedicated to love is flashing its frigid side.

19 hours ago in Music, Entertainment

Woodstock 50th anniversary celebration in the works

woodstock

Organizers of the original Woodstock festival are trying to get something together to mark the golden anniversary of the event in 2019.

1 day ago in Entertainment

Cosby’s wife must give deposition in civil suit, judge rules

cosby

Bill Cosby's wife will have to talk to lawyers bringing a defamation lawsuit against the comedian but cannot be compelled to reveal private conversations with her husband, a federal judge has ruled.