While Starbucks is still churning out new addictive, sugary concoctions (hello, chestnut praline latte), the coffee giant has decided that the one important product it is missing is high-end coffee. Most coffee connoisseurs will complain that Starbucks coffee tastes burnt, but Starbucks is trying to change that perception with the introduction of the Starbucks Reserve Roastery and Tasting Room, which will showcase high-end, rare coffees, to make Starbucks a destination, as opposed to just a morning stop on the way somewhere else. Bottom line: your average “fancy” cup of Starbucks will cost $6.
“This Roastery is the fulfillment of a decade-long dream — an homage to our relentless pursuit of coffee innovation that will create for our customers the most immersive, sensory demonstration of how we source, roast and craft the finest coffee from around the world,” said Howard Schultz, chairman, president and chief executive officer of Starbucks, at the company’s biannual investor conference this week. “Everything we’ve ever done has led us to this point. This is the moment of the next generation of Starbucks.”
The 15,000-square foot roaster, which will be debuting in Seattle soon, will act as the “Willy Wonka factory of coffee,” where you can watch coffee ideas being invented and produced, while your $6 cup of coffee will be made from beans right before your eyes. There will also be unique food offerings, including freshly made pizzas, as well as the usual pastries and sandwiches.
Schultz also plans to expand Starbucks’ mobile ordering platform, as well as the evening menus, which debut with wine, and more dinner-like foods, in 2015.
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