Starbucks Unveils New Store Concepts

Will debut upscale and express formats

Starbucks is diversifying its stores, with two new models unveiled this week.

The first is a Starbucks Reserve model, which will highlight the company’s growing range of small-batch reserve coffee. The second is an express format that will feature a more limited menu and will be designed to move customers through the store quicker.

The Starbucks Reserve Roastery and Tasting Room will consolidate small-batch roasting under one roof and will feature a tasting room. The first will open in December in the company’s home base of Seattle, with 100 more planned internationally in the coming fiscal year. Starbucks Reserve will focus exclusively on the rare and small-batch coffees, which are available only in select locations and sell out as quickly as in 24 hours.

“Everything we have created and learned about coffee has led us to this moment. The Starbucks Reserve Roastery and Tasting room is a multi-sensory experience that will transform the future of specialty coffee,” said Starbucks CEO Howard Schultz in a statement. “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.”

In addition, the company will test an express version of its store, with the first opening in Manhattan slated for early 2015. The express model will feature a smaller footprint and will employ digital and mobile ordering and payment technologies to speed purchases.