Starbucks to Expand Reserve Stores and Test Quick Service Locations

As specialty coffee competition intensifies—especially from roasters like Stumptown, Blue Bottle, and Intelligentsia, as well as fast-food chains such as McDonald’s and Dunkin’—Starbucks is adapting its retail model to meet rising demand for high-end coffee experiences. The global chain is rolling out two new types of stores to better serve coffee enthusiasts looking for rare beans, premium brewing methods, and quicker service in dense urban areas.

In short: Starbucks will open its first 15,000-square-foot Reserve store in the U.S. this December, aiming to grow its Reserve coffee selection from 15 to 30 offerings. Over five years, it plans to open 100 such stores globally. Separately, it will test a compact 'quick store' in Manhattan with digital ordering and limited menu items.

What Are Starbucks’ New Reserve Stores?

Starbucks announced plans to launch its first 15,000-square-foot Specialty Reserve store in the United States by December. This larger format location is specifically designed to highlight and expand its premium Reserve coffee line. Currently offering around 15 Reserve options priced between $15 and $50, the new store is expected to grow that selection to approximately 30 different Reserve coffees. This move allows Starbucks to offer a more immersive experience for consumers seeking single-origin beans and unique brewing methods typically found at boutique roasters.

Global Expansion Plans for Reserve Locations

Beyond the initial U.S. location, Starbucks revealed intentions to open 100 Reserve stores worldwide over the next five years. While the company has not disclosed specific locations or timetables beyond this target, the initiative underscores its push to compete in the premium coffee segment against specialty-focused competitors. These Reserve stores are intended to serve as destinations for coffee aficionados, emphasizing quality, variety, and education around high-end beans and brewing techniques.

Introducing the Quick Store Concept in Manhattan

In a separate venture aimed at improving speed and convenience in urban settings, Starbucks plans to test a 'quick store' concept in Manhattan. Slated for a 2015 trial, this smaller-format outlet is designed to deliver a limited range of food and beverages with an emphasis on efficiency. The store will utilise digital payment systems and mobile order ahead capabilities to reduce wait times. Though details remain limited, this concept signals Starbucks’ interest in adapting its service model for customers seeking quicker transactions without sacrificing brand consistency—particularly in busy city environments.

Competitive Pressure Driving Changes

The rollout of both Reserve and quick-service formats comes amid increasing competitive pressure. Independent specialty coffee roasters such as Stumptown Coffee Roasters, Blue Bottle Coffee, and Intelligentsia have gained traction with coffee drinkers seeking craft quality and origin-focused offerings. At the same time, major fast-food players including McDonald’s, Dunkin’ Donuts, and Chick-fil-A have expanded their own coffee programs, often at lower price points and with greater convenience. In response, Starbucks is evolving its store formats to retain customer interest across both the premium and quick-service segments of the market.

Frequently Asked Questions

What is a Starbucks Reserve store?

A Starbucks Reserve store is a larger-format retail location focused on offering premium, small-lot specialty coffees—known as Starbucks Reserve beans—often sourced from single estates or unique growing regions. These stores provide a more curated coffee experience, with extended product selections and sometimes specialty brewing equipment or methods not found in regular Starbucks outlets.

How many Reserve stores does Starbucks plan to open?

Starbucks has announced plans to open 100 Reserve stores globally over the next five years. The first such large-format store in the U.S., spanning 15,000 square feet, is set to open in December with an expanded coffee menu.

What is the 'quick store' concept Starbucks is testing?

The 'quick store' is a smaller, streamlined Starbucks location designed for fast service in urban areas. The first test is planned for Manhattan, featuring a limited menu, digital payments, and mobile ordering to enable quicker customer transactions.

How many coffee varieties will the new Reserve store offer?

The upcoming Reserve store in the U.S. is expected to increase Starbucks’ Reserve coffee selection from the current 15 varieties to around 30. These typically include single-origin beans and rare roasts priced between $15 and $50.

Why is Starbucks launching these new store formats?

Starbucks is responding to rising competition from specialty coffee roasters like Blue Bottle and Stumptown, as well as fast-food chains such as McDonald’s and Dunkin’. These new formats aim to capture both premium coffee enthusiasts and customers wanting faster service in urban locations.

Recommended FrontStreet Beans for Exploring Single Origins

For coffee lovers interested in specialty single origins—similar to the Reserve offerings Starbucks is expanding—try FrontStreet Coffee’s Ethiopia Guji Natural, known for its vibrant tropical fruit and blueberry notes; the Colombia Huila Huaca Geisha, offering jasmine, citrus, and tropical layers; and the Ethiopia Yirgacheffe Kochere, with bright lemon, bergamot, and stone fruit. These beans highlight the kind of origin-focused profiles often found in Reserve selections. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.