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Brief Published: 22 Sep 2014

Starbucks’ Theatre of Coffee Store

A recent Starbucks Reserve event

US coffee chain Starbucks will debut its interactive Starbucks Reserve Roastery and Tasting Room concept this December. The integrated coffee roasting, consumer education and retail space will be launched in the brand's home city of Seattle.

Tapping into the growing consumer desire for fast-moving, yet premium consumption (as explored in the Future of Food), this new format is part of an accelerated growth strategy for Starbucks' specialty Reserve coffees. This will see their availability double to 1,500 locations globally, as well as the opening of 100 dedicated Reserve stores in the next five years.

This first opening will combine coffee-making theatre with manufacturing to tap into the growing retail strategy of edutainment, which helps brands connect with knowledge-hungry consumers.

Howard Schultz, chairman, president and chief executive of Starbucks, said: "We plan to take this super-premium experience to cities around the world, elevating the Starbucks experience not only through these stores, but across our entire business."

Looking ahead, in 2015, the chain is looking to build on the profitability of its localised store design by testing small-footprint, express stores that integrate digital payment systems and mobile ordering.

For more on Starbucks' store concepts, see Future Fast-Food Formats, Starbucks Localises Design, Starbucks in Transit and Tea Stores Come of Age. For more on retail-tainment strategies, see The Rise of Edutainment and Confection Destinations.

See also Coffee: At Home Innovation for more on new formats for consuming premium coffee.