Starbucks last week announced plans to launch two formats: one express concept targeting busy commuters and the other a tasting room targeting more-leisurely coffee connoisseurs.
The express format will be tested in New York City in early 2015 and is designed to address "the increase in urbanization and decentralization of retail," Starbucks said in a statement. With drive-through stores accounting for more than 40 percent of U.S. company-operated stores and delivering higher than average sales growth than non-drive-through locations, Starbucks said it saw a significant opportunity to serve commuters with a smaller and speedier format.
In addition to more-limited offerings, Starbucks' digital payment platform, including mobile ordering, will be emphasized to expedite speed of service in the locations.
"The evolution of our store experience is a direct reflection of how our customers are interested in both accessibility to the brand as well as speed and convenience. Our scale affords us the unique opportunity to bring a flexible portfolio of options rooted in our core commitment to coffee quality," said Cliff Burrows, group president, U.S., Americas, and Teavana.
At the same time, Starbucks announced plans to open its first Starbucks Roastery and Tasting Room in Seattle by December. The 15,000 square foot location will represent the marriage of "coffee theatre and manufacturing."
Starbucks Roastery and Tasting Room will enable Starbucks to expand its small-batch Starbucks Reserve coffee presence from 800 to 1,500 stores worldwide by the end of 2015. It will also support the opening of at least 100 new stores in the next five years dedicated to the higher-priced Starbucks Reserve line.
Starbucks first introduced its line of Black Apron Exclusives premium coffee 10 years ago. In 2010, Starbucks Reserve was launched. It recently opened its first-ever Reserve location in Latin America as a three-level store that exclusively serves Colombian coffee.
Said Howard Schultz, chairman, president and CEO. "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."
- Starbucks Accelerates Growth of Store Formats and Debuts Coffee Retail and Roastery Experience - Starbucks
- Starbucks gets fancy with Reserve roastery, tasting room, coffees - Los Angeles Times (tiered sub.)
- Starbucks to try tasting room; express stores - USA Today
- Starbucks plans new types of coffee shops - CNN