Starbucks is reportedly about to open its long-awaited Roastery & Reserve Store in New York City’s Meatpacking District, which will become the brand’s East Coast flagship.
Along with the original Seattle Roastery that opened in 2014, and the second one that opened in Shanghai last year, the Roasteries represent the evolution of coffee-based refreshment and entertainment.
where nyc goes to die: a starbucks reserve roastery in chelsea pic.twitter.com/FFozDLFJ4B
— sp (@sarahpaol) November 25, 2018
Get Ready… We’re opening… SOON! #Starbucks #Mixologists #Baristas #ServerLife #BartenderLife #Coffee #Roastery #Love #Partners #PartnerLife #NYC #StarbucksReserveRoasteryNYC #StarbucksPartners pic.twitter.com/FNlDhzqx3K
— Andrew Fafoutakis (@2Fafou) October 16, 2018
The brand has promised that the New York Roastery will include, among other things, a bar, a restaurant and Princi Bakery (which recently opened as a standalone store in New York’s Theater District).
The Roastery experience “has immersed customers in the craft of roasting and brewing the finest small-lot coffees from around the world,” featuring “coffee as theater,” encouraging customers to “interact with Starbucks roasters and baristas in order to deepen their understanding of the art behind sourcing, roasting and brewing rare coffees,” according to a Starbucks press release.
— Regine C. (@starsofheaven) November 25, 2018
Indeed: Consider the job qualifications for a barista at the Roastery, as posted by Starbucks. They include providing a “unique coffee-forward experience for every customer,” maintaining “knowledge of 100+ unique Roastery & Reserve products,” and demonstrating “impeccable composure and ability to thrive in ambiguous situations” including maintaining “a calm demeanor during periods of high volume or unusual events.”
At roughly 20,000 square feet, the New York Roastery, located at 61 Ninth Avenue & 15th Street, will be much bigger than the one in Seattle but smaller than the company wanted, after the New York liquor-licensing board voted to restrict the capacity to just 400 people. The New York outlet also will be dwarfed by a Roastery that’s supposed to be opening in Chicago soon, at 43,000 square feet. Milan just opened a Roastery as well, and there’s one scheduled for Tokyo in early 2019.
— Cindy Vien (@CindyVien) November 30, 2018
— designboom (@designboom) November 27, 2018
Starbucks keep getting bigger, but is the new Roastery & Reserve big enough for the Big Apple? After many thousands of cups of coffee, everyone will know.