For the first time in 2017, Starbucks has more US locations than McDonald’s. Starbucks has reached the success that they currently have by the ascending high- and low-end rival competition. New experienced traffic trends have sparked worries since it was opening too many stores, but now the first Reserve store is being opened at the Seattle headquarters.
On Tuesday, Starbucks will open the first of 1,000 upscale Starbucks Reserve stores as part of a broad strategy to compete against other high-end coffee rivals like Intelligentsia Coffee & tea and Blue Bottle Coffee. The new Reserve store is located in Starbucks’ Seattle headquarters and will expand on the company’s showcase Seattle Reserve Roastery drink menu with new items such as nitro draft lattes. The Reserve stores will also include food from Princi Italian bakery and alcoholic drinks from a “mixology” bar.
The Starbucks co-founder, Howard Schultz, had stepped down in April to oversee the Reserve projects and announced that the new projects will help “re-define customer connection and continue to serve as a halo to the rest of the business.” Schultz has taken advantage of empty storefronts across the country to install the new Reserve stores. Many businesses across the nation have left their brick-and-mortar stores to move to the online industry which has helped the rent prices to decline.
Starbucks has been opening about 700 traditional U.S. cafes per year. They have a long-term goal of opening 30 Reserve Roastery emporiums, 1,000 Reserve stores and include Reserve bars at 20% of their stores. Alongside those new installments, they plan to open stand-alone Princi Italian bakery in Seattle, Chicago, and New York.
If you are thinking about expanding and opening more locations this year, let us know. We’d love to send you a proposal!