STARBUCKS UPS ITS GAME
‘ While plenty of consumers just want to grab their Americano and get on with their day , plenty more are taking an active interest in where their coffee comes from and how it ’ s made ’
of a movement as craft beer , with names like Portland-based Stumptown Coffee Roasters and Chicago-based Intelligentsia Coffee becoming major growing forces . While plenty of consumers just want to grab their Americano and get on with their day , plenty more are taking an active interest in where their coffee comes from and how it ’ s made . The Roastery initiative allows Starbucks to become a more active part of that conversation .
At the same time , this initiative will also help Starbucks sell a lot more coffee just by virtue of having the facilities to produce it . At the location ’ s launch , Starbucks stated that these Roastery facilities will help the brand get its higher end Starbucks Reserve ® coffee bean line into 1,500 retail locations globally . In that sense , the 100 new Roastery locations will also act as marketing enticing consumers to trade up and try some new coffee blends .
So it ’ s not just a new take on the coffee shop : it ’ s a win-win situation for the Starbucks brand and consumers looking to take their coffee game to the next level .
17