Global coffee giant Starbucks has announced that it will be opening an immersive visitor centre on the grounds of its wholly owned coffee farm in Costa Rica. Visitors will be able to obtain a first-hand understanding of the coffee production process.
The 46,000 sq ft space at the Hacienda Alsacia coffee plantation will be designed by Starbucks' in-house design team, and will pay homage to the more than one million farmers who work with Starbucks globally. Slated to open in 2018, the centre will inform visitors on every step of the process – from sapling to coffee field, to the wet-milling process, to drying and roasting, and finally to the café.
This centre follows the opening of its Seattle-based Reserve Roastery and Tasting Room in late 2014 – a glossy facility that allows customers to see the roasting process and taste all-new Starbucks innovations. The chain has also announced that it will be replicating this format at two new locations in New York and San Francisco.
For more examples of how food and beverage brands are reaching towards the travel and hospitality space, see Epicurean Escapism: The Foodie Traveller Opportunity. We also discuss how brands can expand their portfolio of offerings into other sectors in Brand Stretch: Elastic Food & Drink Development.
See also The Future Guest for wider travel and hospitality trends.