SEATTLE — Starbucks Coffee Co. on Feb. 27 opened its first Reserve store, a new premium retail format that combines elements of Starbucks’ Reserve Roasteries and Princi Bakery locations.
The new store, located on the main floor of the building that houses Starbucks’ headquarters, will be the first of many, the company said. Starbucks plans to open up to 1,000 Reserve store locations worldwide.
“We have taken everything we have learned from our highly successful Roasteries … and the overwhelming reception of freshly baked Princi food to an environment that will redefine customer connection and continue to serve as a halo to the rest of the business,” said Howard Schultz, executive chairman of Starbucks.
A full beverage menu will feature everything available at Starbucks’ Reserve Roastery, in addition to new items including Nitro Draft Latte and Spiced Ginger Cold Brew on tap as well as new espresso drinks such as the Bianco Mocha. Princi Bakery products, which first became available to Starbucks customers at the Seattle Reserve Roastery in November, include cornetti, brioche, Pizza Mozzarella di Bufala and focaccia sandwiches.
The open environment of the Reserve store allows customers to interact with employees at the Reserve coffee bar or Princi Bakery counter, view breads and pastries being prepared in the Princi kitchen or relax and socialize in the store’s community tables or lounge areas set around two fireplaces, the company said.
“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 of creative, global design and innovation for Starbucks.
Additionally, the Reserve store features a tucked-away working lab where Starbucks’ R.&D. team may taste and test new beverages starting with cold coffee innovation, Starbucks said.
“The lab celebrates our never-ending curiosity,” said Christian Davies, vice-president of creative global design and innovation for Starbucks. “We can continue to push R.&D. around new beverages and ingredient combinations.”