The famous coffee chain released its statement on their plans of putting up new store concept. The new designs of the shop was conceptualized to capture the increasing demand of high end coffee and a special testing for express shop set up in Manhattan. This mainly focuses on the urgency of the service in the area wherein every minute in New York is just like a millisecond.
The business strategy from the major international coffee brand is done as it deals with the stiff competition from other coffee companies like Blue Bottle Coffee, Stumptown Coffee Roasters and Intelligentsia. Even the world's most-loved fast food chains, McDonald's, Chick-fil-A and Dunkin Donuts are even in the list.
The famous coffee brand stated that they are planning to put up a one-of-a-kind small roastery area with a 15,000 sq. ft. space in the Capitol Hill which is just few meters away from its mother store in Seattle around December of this year. The brand will collate the reserve roasting which includes the Jamaica Blue Mountain and Geisha in the area. This will accommodate everything, a room for tasting and a cafe corner that is intended for the coffee reserves.
The newly-built roastery is perceived to provide the coffee brand the opportunity to expand its reserve list starts from 15 to 30 choices. There are some latest Starbucks reserve coffees that are sold for $15 to $50 which is already 8oz. Big.
Starbucks also aims to put up about 100 reserves that are intended for cafes alone in the international market in the next five years. However, the organization are still tight-lipped as of the moment regarding this issue.
According to the brand's chief executive, they are planning to this upscale coffee experience to areas all over the world.
The brand is planning to run a test of the pilot express branch in Manhattan by 2015. Starbucks added that the New York branch will be smaller and more accessible, with very few food and beverage offers. It will as well use digital as one of the payment modes and implement mobile ordering for faster and easier service. But the brand refused to state the number of express branches they are planning to put up.
