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Starbucks’ new plan to win over coffee snobs, commuters

Starbucks is planning to expand its store format in fiscal 2015 with the launch of smaller, express stores aimed at busy commuters and premium coffee stores aimed at true coffee aficionados.

The company will open at least 100 Starbucks Reserve stores in the next five years and expand the product line to 1,500 locations around the world. In December, it will open a Starbucks Reserve Roastery and Tasting Room in its home town of Seattle, where consumers can learn more about coffee roasting and taste speciality coffees.

“Everything we have created and learned about coffee has led us to this moment,” Chief Executive Howard Schultz said in a statement. “The Starbucks Reserve Roastery and Tasting room is a multi-sensory experience that will transform the future of specialty coffee.”

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