In a quest for consistent uniqueness, Starbucks is rolling out specialty stores and cafes that will sell only its Reserve blends, or rarer types of coffee. It will also expand into Express spots for those on the go. The company has been expanding at a pace of 1, 500 stores, but not all of these locations are created equal. There will be 100 Reserve shops, with the flagship in Seattle.
Spokeswoman for Starbucks, Haley Drage, said, “It’s going to be a mixture of roasting, manufacturing and retailing in one cafe. It’s (the flagship store) is going to be massive–15, 000 square feet. It is going to be an immersive experience to our customers. Some of these coffees (the Reserve) you will see only once in a lifetime.”
The Reserve brands will be available in limited supply in the company’s other stores. At the other end of the spectrum, more Express locations will pop up with a drive-thru feel, and customers will have the option of placing their orders with apps before they step into the store.