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What Starbucks wants out of his Roasteries



Roasteries – large, sumptuous Starbucks stores that have specialty cakes and teas, roses on the spot and massive coffee boxes where freshly roasted beans are kept – are a way to "celebrate the romance of coffee", said Kevin Johnson, CEO of CNN Business .

The 32,000 square foot Tokyo Roastery opens to the public on Thursday morning. It's the fifth of its kind, after Roasteries in Seattle, Shanghai, Milan and New York City. After Tokyo, Starbucks plans to open yet another Roastery, in Chicago.

Roasterier is designed to solve a problem that all retailers face: How to make the store experience unique and exciting enough to entice customers. Starbucks also uses Roasteries to test design concepts and menu items ̵

1; and double down on the promise of providing a "third place" between home and work, even though it focuses on speed and convenience elsewhere.

"The Roastersies are brand enhancers for us," Johnson says. "It's their primary goal."

Tokyo Roastery

In Tokyo, customers visiting Roastery will be able to order elaborate drinks as black tea lattes garnished with turmeric and jasmine topped with popsicles. They will be able to look at cherry blossoms through glass walls and sip beverages on an outdoor terrace.

  Starbucks New Tokyo Roastery

The Four-story store has a number of superlatives, it is the first Roastery to be designed from start to finish with a local designer, architect Kengo Kuma, and the first Starbucks -Located with a dedicated "inspirational salon" for hosting events, it is home to the world's largest Teavana tea bar, and Starbucks also hopes that one day will be the first of its stores to be certified by Special For the Coffee Association, a nonprofit member group, to train coffee staff.

But the Tokyo area also shares many elements with its four predecessor sites, such as cask – but over 55 meters high is Tokyo's largest. It also shares distinctive design features such as a split-flap plate, called a varnish table, which shows that the coffee is roasted in the roasts. Like all Roastery, the Tokyo location has a number of overhead pipes that shoot beans throughout the building, sell custom goods, and incorporate Princi bakeries into stores. It also has an Arriviamo cocktail bar such as New York and Milan Roasteries.

  Tokyo Roastery's bean-roasting cask.

] The roasteries are also where Starbucks tests design elements it adopts not only in other Roastery locations, but also at Starbucks & # 39; Reserve Bars – high-end coffee shops that aren't as elaborate as Roasteries, but serve premium blend coffee and are more advanced than the corner of your Starbucks place. Starbucks has over 200 Reserve bars worldwide, most of them in Asia.

"It will be a halo effect," Muller told CNN Business soon after the New York City Roastery opened in December. There will be "many lessons from here."

The Roasteries have also served as inspiration for new Starbucks concepts, such as the "coffee hero" that opened in Bali in January. This store has a 1000 square foot coffee bean outside and a nursery where customers can plant seeds. Customers in the store, called Starbucks Dewata Coffee Sanctuary, can take coffee tastes and preparation classes and practically participate in the planting process through an interactive digital wall.
  A shot from Shanghai Roastery. Qilai Shen / Bloomberg via Getty Images

Third place, revolutionized

Starbucks has always promised to be a "third place" where people can spend time. It was left to the vision last year when it codified a policy that allowed people to use in the bathroom and hang out at Starbucks places, even though they didn't order anything.

At the roastery, people are encouraged to explore the room.

"This is a slower experience," Muller said in December. "Come stay longer, meet family or friends, relax."

At the same time, Starbucks is also trying to ensure that customers who went to get coffee quickly are satisfied. The company is expanding its delivery services around the world, investing in its app – allowing people to book online and retrieving stores – and opening multiple drives through locations.

  The terrace at Tokyo Roastery.

"Attempting to balance these two is very difficult for the company," Hottovy said. By dividing the business into slower, upscale locations and convenience stores, Starbucks can be able to cope with the problem, he said. And it can help prevent Starbucks stores from cannibalizing each other's business.

Starbucks once had ambitions for 1,000 reserve rods and several Roasteries after Chicago. Today, Johnson says there are no concrete plans for Roasteries outside this city.

"We have now committed ourselves to these six," he said. "We are very pleased with how they perform."


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