Starbucks has unveiled its latest Reserve Roastery, the company’s fourth such concept and second U.S. location of the brand-building offshoot.
The New York unit, which joins Roasteries in Seattle, Shanghai and Milan, takes up 23,000 square feet (13 times the size of a traditional Starbucks store) in the city’s meatpacking district. Roasteries include a blend of coffee, retail, cocktails and bakery. They’re slated to open in Chicago and Tokyo next year.
The Seattle-based coffee giant, which is struggling with slumping traffic and has been forced to lay off corporate staff and shutter some stores in recent months, has seen success with its Roastery concept. Average spend is four times higher at a Roastery compared to a conventional unit, according a report in Business Insider.
“We designed the Roastery as the pinnacle experience around all things coffee,” Starbucks CEO Kevin Johnson said in a statement.
New York’s Reserve Roastery is an actual working coffee roastery, readying single-origin beans and blends for serving in-house and at Starbucks stores around the world.
Here are some of the key features of the New York Reserve Roastery.
1. Italian cocktails
This new roastery is the first in the U.S. to feature a craft cocktail bar. The 60-foot long mezzanine Arriviamo (“We have arrived” in Italian) Bar serves a menu of drinks and small bites inspired by Italian aperitivo. The Nocino Notte cocktail, for example, is a riff on the Negroni, made with Starbucks Reserve cold brew coffee, barrel-aged gin and black truffle salt.
5. Consumer education
Reinforcing the principle that the space includes a working roastery, there are several nods to the coffee-making process. There’s a terrarium inspired by the Starbucks coffee farm in Costa Rica that includes native coffee plants and ferns. Customers can watch as bags of green coffee beans travel up from the Roastery’s cellar via hooks onto a conveyer before they’re loaded into a copper container for roasting. Some 1.5 million pounds of coffee are slated to be roasted there each year, more than any other roasting plant in Manhattan, according to Starbucks. Just-roasted beans will be kept in a custom-designed 30-foot hammered copper cask.
6. Scoop bar
The Roastery includes a scoop bar that sells 14 rotating varieties of coffee beans daily. The retail area features a vintage hanging mercantile scales as well as large bean silos displaying the day’s varities, both of which can be seen by passersby from the window.