FRANCHISING
next generation of Starbucks .” There ’ s no doubt that this is a passion project for Ells . But it ’ s also a key part of the Starbucks five-year strategy to accelerate profitable growth , with the brand touting the Roastery as the next step in coffee and tea industry leadership after its acquisition of Teavana in 2013 . This is the first of a planned 100 Reserve-only stores set to launch around the world over the next few years , starting with Seattle as well as Chicago , Los Angeles , New York , San Francisco , Washington DC , and further growth in Asia in 2016 . So what is it about the Roastery that has the potential for such growth ? The key isn ’ t exactly in what Starbucks Reserve is selling , but in how it ’ s selling it . Coffee isn ’ t going away any time soon — according to the International Coffee Organization , it ’ s the most widely traded commodity in the world with more than 70 producing countries creating a $ 15.4 billion export industry that has grown significantly over the last decade . But while coffee will be a beverage staple for as long as farmers are able to grow it , the way that consumers want to experience that coffee is changing . Craft coffee is becoming as much
The Starbucks Reserve Roastery and Tasting Room
16 February 2015