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What Starbucks wants out of his Roasteries



Roasteries – large, sumptuous Starbucks stores that feature specialty coffees and teas, on-site roasts and massive coffees where freshly roasted beans are kept – are a way to "celebrate the romance of coffee," says CEO Kevin Johnson to 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 another Roastery in Chicago.

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

1; and double its promise to offer a "third place" between home and work, though it focuses on speed and convenience elsewhere.

"The Roasteries are brand amps for us," Johnson said. "It's their primary goal."

Tokyo Roastery

In Tokyo, customers visiting Roastery will be able to order elaborate drinks such as black tea latticed with turmeric and jasmine teas topped with popsicles. They will be able to watch cherry blossoms through glass walls and sip drinks on an outdoor patio.

  Starbucks & # 39; new Tokyo Roastery

Four-story shop 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 location with a dedicated "inspirational lounge" for weather events. It is home to the world's largest Teavana tea bar. And Starbucks also hopes that one day it will be the first of its stores to be certified by the Special Coffee Association, a nonprofit membership, to educate coffee professors.

But the Tokyo location also shares many elements with its four predecessors, like the case. But at a height of over 55 meters, Tokyo is the largest. It also shares distinctive design features like a split-flap sign, called a clacker board, which shows that the coffee is burned in the roasters. Like all Roastery, the Tokyo location has a series of overhead pipes that shoot beans throughout the building, sell custom goods, and incorporate Princi bakeries into the stores. It also has an Arriviamo cocktail bar like New York and Milan Roasteries.

  Tokyo Roastery's beanbag.

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

"There will be a halo effect," said Muller to CNN Business shortly after New York City Roastery opened in December. There will be "lots of learning from here."

The Roasteries also served as inspiration for new Starbucks concepts, such as the "Coffee Sanctuary" opened in Bali in January. This store has a 1,000 square foot coffee yard in front and a nursery where customers can plant seeds. Customers in the store, called Starbucks Dewata Coffee Sanctuary, can take coffee tasting 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, renewed

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

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

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

At the same time, Starbucks is also trying to ensure that customers who went to get their coffee fast are satisfied. The company is expanding its delivery services around the world, investing in its app – allowing people to order online and pickup in stores – and open multiple drive-through locations.

  The terrace at Tokyo Roastery.

"Trying to balance these two is very difficult for the company," Hottovy said. By splitting the business into slower, upscale locations and smaller format stores built around convenience, Starbucks may be able to solve the problem, he said. And it could help prevent Starbucks stores from cannibalizing each other's business.

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

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


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