The company has already been adding more than 1,500 stores a year and it will also roll out some experimental retail designs as part of its effort to dominate the coffee market.
In December, Starbucks is expected to open l a store where only limited brands of coffee will be sold under the trademark Reserve. The company is planning to open 100 stores over the next five years and the flagship of the stores will be in its hometown of Seattle.
“It’s going to be this mix of roasting, manufacturing and retailing in one cafe,” said Starbucks spokeswoman Haley Drage. “It’s going to be massive: 15,000 square feet. It’s really going to be an immersive experience to our customers.”
She said the Reserve coffees come in limited batches, like a single 150-pound bag of Geisha brand coffee from Costa Rica. “Some of those coffees, you might only see once in a lifetime,” said Drage.
The manufacturing facility in Seattle will allow Starbucks to expand its four-year-old Reserve brand and the company will be then able to sell it in up to 1,500 of its stores.
As for the rest of the 100 stores that will only sell Reserve, Drage said they’ll be normal-sized retail locations and not a big place like the one in Seattle.
The company is also planning to open its first express store in New York next year. The store will be smaller than its usual retail space. The company is planning to expand this idea in order to draw customers who prefer the drive-thru style of retail interaction.
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