Starbucks Opens Immersive Coffee Destination in New York
Starbucks has opened a new Reserve Roastery in New York today.
The immersive coffee experience – across nearly 23,000 square feet of retail space – celebrates the heritage of roasting and the craft of coffee. At its core, it is a working coffee roastery, where every day Starbucks Master Roasters, who have trained for years in the craft of coffee roasting, will be small-batch roasting Starbucks rarest single-origin coffees and blends called Starbucks Reserve. Those coffees then get served fresh at the Roastery or shipped to select Starbucks stores around the world.
“We designed the Roastery as the pinnacle experience around all-things-coffee, and there is nothing else like it in the world. With premium coffees, teas, mixology and the Milanese Princi Bakery, it serves as a Starbucks brand amplifier and a platform for future innovation,” said Kevin Johnson, Starbucks CEO.
“Beverages such as Draft Nitro, Cold Foam and the recent launch of Juniper Latte all began at the Roastery and have since been introduced to Starbucks locations around the world. It is the ultimate Starbucks Experience and an unforgettable way to connect with our customers.”
“Like most people I first experienced Starbucks as a customer, where I would go to my store at 195 Broadway in the Financial District in New York City and order a tall latte which was the perfect way to start my day,” said Reserve Roastery New York managing director Raul Adorno. “I look forward to welcoming my fellow New Yorkers and visitors from all around the world. You will be amazed.”
The Roastery is located at 61 9th Avenue (on the corner of 9th Avenue and 15th Street) and employs nearly 300 people, including roasters, baristas, commessas and mixologists.
The New York Roastery is Starbucks’ fourth Roastery and second location in the U.S, joining locations in Seattle, Shanghai and Milan with future openings coming to Tokyo and Chicago in 2019.