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.