Starbucks Is Going to Launch High-End Reserve Coffee Bars All Over America

Starbucks CEO Howard Schultz announced a plan to expand the brand’s small Reserve stores

Starbucks hopes to spark a “third wave coffee movement.”

Starbucks wants to appeal to coffee connoisseurs who turn their nose up at the mere mention of a caramel mocha Frappuccino. In late 2014, Starbucks introduced its new Reserve Roasting and Tasting Room in the coffee capital of America, Seattle.Now Starbucks CEO Howard Schultz says that he plans to expand Reserve coffee bars in 1,000 Starbucks by the end of 2017 in an effort to woo coffee-lovers who prefer higher-end beans. Several have already opened in New York City.

In other news, Starbucks plans to open its second roastery in Shanghai in 2017. New York City and Tokyo will follow in 2018, according to Reuters.


Starbucks Reserve coffee beans can sell for up to $50 per 8-ounce package, and Roastery baristas are trained to create coffee drinks by unusual methods beyond the simple coffee machine or French press, like siphoning, which was first popularized by premium cafes like Blue Bottle.