Starbucks has opened its first Reserve store, a new store format from the company's Siren Retail business dedicated to its premium Reserve brand. This new location compliments Starbucks' suite of premium store formats already open, anchored by the company’s immersive Reserve Roasteries which bring to life the theatre of coffee roasting, brewing and packaging for customers.
Siren Retail also includes Starbucks Reserve bar locations and Princi bakeries, each of which tells the story of Starbucks' small-lot Reserve coffees, provide freshly-baked Princi food and offer mixology for the evening daypart.
'Over 40 years ago Starbucks set the standard for the third place experience and at the time it was unprecedented, giving our customers a place to connect with each other in new ways. Today marks another significant milestone as we have taken everything we have learned from our highly successful Roasteries, the relevancy of the third place and the overwhelming reception of freshly baked Princi food to an environment that will re-define customer connection and continue to serve as a halo to the rest of the business,' said Howard Schultz, Starbucks executive chairman on the day of the store opening.
The Reserve store is open to the public on the main floor of the building that houses Starbucks' headquarters in the SoDo neighbourhood of Seattle. Customers will experience the full beverage menu available at the Seattle Reserve Roastery, but with a few new items. The Princi menu continues to offer customer favorites including cornetti, brioche, Pizza Mozzarella di Bufala, focaccia sandwiches, and the space includes a full mixology bar serving traditional Italian Aperitivo, aromatic Italian cocktails such as Aperol Spritz, Milano Torino and Negroni Sbagliato, for afternoon and evening customers.
Designed in an open, marketplace style, customers can engage with, and order from, partners (employees) at the Princi counter or Reserve coffee bar, then gather with family and friends at community tables or lounge areas around two fireplaces. On view is the Princi kitchen where customers can see breads and pastries being made and fresh ingredients prepared daily.
'While our Roasteries are designed to be bold, educational environments, our Reserve store takes the best of coffee craft as well as artisan baking and layers in a marketplace-style customer experience creating a space that has both energy and moments of intimacy,' says Liz Muller, senior vice president, creative, global design & innovation.