Starbucks revealed on Tuesday its opening of "Roastery" superstore in the trendy and wealthy city of the Meatpacking District with a measurement of 20,000 square-feet. It will also be the largest of all Starbucks stores around the world.
The Roastery which is second in an idea that Starbucks launched two years ago in its hometown Seattle is almost the size of a Barnes & Noble. The new store will display the craft on how coffees are roasted and brewed locally and from around the world and educate customers about coffee in the same manner they would learn wine from a vintner. It would be known as the Starbucks Reserve Roastery and Tasting Room and will start operation in 2018, reports Fortune.
"Our Seattle Roastery experience created something that had never been done before, transforming a retail environment into something far beyond just a coffee shop and into the single-best retail experience of any kind," said CEO Howard Schultz in a statement.
According to the Bloomberg report, the company cites more rivalry from local and regional shops, frequently showcasing domestic roasting and coffee bean origin information. Still, Starbucks has been able to maintain its customers' loyalty with its rewards program with millions of U.S. members.
The coffee company has now almost 94 stores scattered in the New York metro area. The conclusion of bringing a roastery to the city is the company's scheme of differentiating itself from the competition, says Arlene Spiegel, a Manhattan restaurant and retail consultant, but not associated with Starbucks, The Wall Street Journal reports.
The Roastery will be headquartered at 61 Ninth Ave near Chelsea Market. It will be on two levels in a 170,000 square foot office building developed by Aurora Capital Associates and Vornado Realty Trust where several commercial developments are under way in the area with small office vacancy and increased demand from office tenants.
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