The Roastery and Reserve concepts will hook consumers on better coffee, says CEO
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Starbucks Corp. will give birth to a new layers of premiumization in 2017 that company officials say will cast a halo over the coffeehouse brand and open up new doors of growth.
In a call with Wall Street analysts after reporting a record fourth quarter and profitable full year, Howard Schultz, Starbucks’ chair and CEO put the spotlight on what is essentially a trickle down plan for more-premium branding, stemming from the opening of the Roastery concept in Seattle in 2014.
Photo courtesy of Starbucks Coffee
“Since opening two years ago, our Seattle Roastery has become recognized as the most immersive coffeebar retail experience in the world today and it has cast a bright halo across the entire Starbucks brand and ecosystem,” said Schultz.
The Roastery in Seattle has seen s...
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