Starbucks has opened its 350th store within New York’s five boroughs.
Number 350 is quite unlike the rest, though. It’s the company’s second U.S. Reserve Roastery location. It spans an incredible 23,000 square feet and comprises multiple bars for coffee and cocktails, plus a Princi bakery and restaurant.
At 9th Avenue and 15th Street in the New York City’s meatpacking district, the Starbucks Reserve Roastery New York is the fourth such Reserve roastery to open to date, following openings in Seattle in 2014, Shanghai in 2017 and Milan this past September. Two more major openings are expected in 2019, in Tokyo and Chicago.
Each of the Reserve Roasteries are functioning production roasteries that produce higher-quality coffees sourced for the Starbucks Reserve line for sale on-site, in smaller Reserve-brand locations and online sales. But each is also a commanding, splashy shrine to specialty coffee production and consumption, and to the company itself — like Disneyland for coffee.
In a press release announcing tomorrow’s opening of the New York Roastery, Starbucks CEO Kevin Johnson described it as a “brand amplifier and a platform for future innovation” as well as the “ultimate Starbucks experience and an unforgettable way to connect with our customers.”
For those consumers who want more than just a Green Siren t-shirt or a branded mug, the New York Roastery boasts two distinct bars. A main bar for coffee preparation offers seven different brewing methods, including pourovers from Chemex and other devices, French press, siphon, espresso and Clover. The specialty drinks menu includes things like whiskey-barrel-aged cold brew, sparkling citrus espresso and hopped apricot nitro cold brew.
A second bar called Arriviamo will served craft cocktails and is inspired by the Italian aperitivo tradition. Drinks like the Nocino Notte (cold brew coffee, barrel-aged gin and black truffle salt) and the Triomphe (Darjeeling de Triomphe Tea, gin, dry Riesling, aquavit, passionfruit sparkling water and orange saffron bitters) will be served alongside a selection of beer, wine and classic cocktails. Starbucks debuted the Arriviamo concept at its Milan Reserve Roastery earlier this year.
The Princi bakery follows an investment and licensing agreement formalized by Starbucks and the Italian baking company led by Rocco Princi made last year. Inside the New York Roastery, Princi is offering fresh breads, pizzas, cornetti, focaccias, desserts and more baked on site.
Starbucks Reserve Roastery New York officially opens tomorrow, Dec. 14, at 61 9th Avenue (on the corner of 9th Avenue and 15th Street) in New York City.
Nick Brown is the editor of Daily Coffee News by Roast Magazine. Feedback and story ideas are welcome at publisher (at) dailycoffeenews.com, or see the "About Us" page for contact information.