First Starbucks Reserve store opens in Seattle

Starbucks Coffee Company has opened its first Reserve store, a new store format from the company's Siren Retail business dedicated to its premium Reserve brand.  The new location, which opened 27 February in Seattle, USA, 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 tell the story of Starbucks small-lot Reserve coffees, provide freshly-baked Princi food and offer mixology for the evening. “Over forty 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” said Howard Schultz, Starbucks executive chairman. “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.” The Reserve store is on the main floor of the building that houses Starbucks headquarters in the SoDo neighbourhood of Seattle. Designed in an open, marketplace style, customers can engage with and order 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.