How Does Starbucks Reserve Affect the Brand?

Unknown to many, Starbucks has an exclusive group of special locations across the world known as "Starbucks Reserve" roasteries.

On the official Starbucks Reserve website, the brand describes this concept as "a selection of the most extraordinary coffees Starbucks has to offer. It’s where we push our own boundaries of craft, developing a unique roast for each individual lot before experimenting with coffee as an art form — brewing, aging, infusing and blending it into imaginative and often surprising creations."

Currently, there are six Starbucks Reserve Roastery locations: Seattle, New York, Chicago, Milan, Tokyo, and Shanghai. The company also has separate Reserve stores, with its website listing two in New York and one in Seattle.

According to Tasting Table, Starbucks opened its inaugural Reserve Roastery in Seattle in 2014, marking the brand's birthplace. This expansive 15,000-square-foot venue was designed to provide an "immersive experience for customers to learn more about the journey of coffee beans from farm to cup and sample firsthand differences in beans and roasting processes."

As reported by the outlet, the unique flavor of Starbucks Reserve coffee beans comes from the meticulous care taken at each stage of their journey. When they arrive at a Reserve Roastery, the small-lot coffee beans are green and unroasted.

Furthermore, only beans that have proven themselves under the expert hands of Master Roaster innovators receive the Reserve designation. These artisans thoughtfully conceptualize, experiment with, and create a "custom blend specific to the beans' characteristics and origins." There's also a host of techniques involved in sourcing, handling, and brewing that contribute to the overall experience.

By paying attention to unique aspects such as terrain and elevation, Starbucks coffee experts source beans from small, family-owned farms and historic plantations. Next, they collaborate with growers to support successful crops, resulting in distinctive flavors. An example is the limited-edition Starbucks Reserve Zambia Peaberry Terranova Estate, known for its concentrated flavor from single peaberry beans that offer a unique roasting experience.

Recently, Starbucks announced its first Reserve-only store in Seoul, South Korea, named Jangchung Lounge R, marking the 10th anniversary of Starbucks Reserve. The store, a transformed 1960s house, highlights the company's expansion efforts.

Additionally, Starbucks Reserve has introduced its autumn menu at many of its locations, featuring pumpkin spice offerings like the Pumpkin Spice Affogato and Pumpkin Spice Espresso Martini, along with seasonal treats such as the Pumpkin Croffle. Customers can also participate in the Ultimate Pumpkin Spice Experience, a guided tasting workshop available at select locations.

Starbucks Reserve Roastery Tokyo has launched its own autumn menu available until Oct. 31, featuring exclusive beverages. New offerings include the Autumn Chocolate Latte, Hojicha Cashew Nut Tea Latte, and Autumn Harvest Punch. Returning favorites are the Teavana Cream Soda Spice Apple Cider and the Hojicha Black Roasted Shichimi Chocolate.

"Starbucks began its journey over forty years ago to make premium arabica coffee accessible to all while fostering a culture of human connection," the company explains on its Reserve website. "Starbucks Reserve is our commitment to push even further, scouring the world for its most exceptional beans while evolving the coffeehouse experience to something surprising and multi-sensory."

For customers who aren't near one of the handful of Roasteries or Reserve stores, the company offers in-season Starbucks Reserve coffee at over 3,200 locations across the U.S. and Canada.

Currently, the new Starbucks CEO has revealed new plans for the brand, but has not mentioned anything about Starbucks Reserve or having a primary flagship.