Starbucks' first Reserve roaster is near Seattle's Capitol Hill.
On December 5, Starbucks opened its first Reserve roasting experience near Capitol Hill in Seattle. Here, customers can see the whole process of the original coffee beans from unpacking, roasting to making coffee. Starbucks no longer wants customers to come and leave in a hurry to buy a cup of coffee.
Starbucks' first Zhenxuan coffee roasting experience, photo from USA TODAY
The barista is preparing coffee for customers. Behind him is a copper tube for storing coffee beans. Picture from Reuters
Tools for making coffee, picture from Business Insider
The 15000-square-foot museum has two roasters: the Probat Gmur120 roaster and the Probat P25 roaster. Some of the freshly roasted coffee beans will be transported through the upper plumbing system from the copper warehouse to the bar where the coffee is made, while others will be stored and sold in the retail area of the Museum of experience. it is also available for sale at 1500 Starbucks retail stores around the world.
Customers can see the roasting process of coffee beans at the scene. Picture from Bloomberg
The roasted coffee beans will be stored in the 32-foot copper furnace pictured here, from Business Insider.
"this bakery made our dream come true for 10 years," said Starbucks' CEO Howard Schultz. "it was inspired by Charlie and the Chocolate Factory. We want to build such a romantic, multi-sensory theater that allows customers to put themselves in the shoes of how we find and bake the best coffee in the world. "
There is also a coffee library in the experience museum for customers to learn about coffee culture. In addition to coffee, there are sandwiches, salads, desserts and other delicacies. Starbucks partnered with famous chef Tom Douglas to provide cuisine inspired by Starbucks Zhenxue Coffee, which complements the flavor of the coffee. The production process of manual Pizza can also be seen on the spot in the Serious Pie restaurant area.
The delicacies provided in the museum complement each other with the flavor of Zhenxuan coffee. The picture is from Bloomberg.
You may find it strange that in this bakery, you can't see the Starbucks green mermaid logo instead of the R and star logo. Because this is actually the exclusive baking experience of Starbucks Zhenxuan Coffee.
The logo of R and stars on the coffee cup, picture from USA TODAY
Starbucks Zhenxuan Coffee, picture from USA TODAY
Experience the coffee bean retail area in the museum, picture from Business Insider
Zhenxuan Coffee is a high-end coffee bean launched by Starbucks in 2010. These small quantities of Arabica coffee beans were sold only in some retail stores and online, and were sold out in some stores within 24 hours and were very popular. According to Business Insider, the price of Starbucks' perfect coffee is staggering, with prices ranging from $16 to $45 a pound.
Starbucks Zhenxuan coffee is only available in some retail stores for the time being, but the roaster will double the supply of Zhenxuan coffee by 2015. 1.4 million pounds of Zhenxuan coffee is expected to be roasted here in the first year and then sold in Starbucks retail stores around the world.
This large roaster is in the rear of the experience hall, specializing in roasting Zhenxuan coffee beans for retail stores. Picture from USA TODAY
Huge coffee roasting "factory", picture from Business Indiser
Tiffany Broderson, vice president of operations at Starbucks Bakery, said it is estimated that 1000 to 2000 customers will be welcomed here every day after opening.
Starbucks revealed that it will open at least 100 more such experience centers across the United States in the next five years, the first of which will be Chicago, Los Angeles, New York, San Francisco and Washington, and plans to enter Asia in 2016.
"it's like a coffee roasting and making theater, and customers are just one step away from feeling the whole process of coffee roasting." "We want to create a place that subverts the retail experience of the 21st century," said Liz Muller, vice president of conceptual design at Starbucks.
Schultz said Starbucks is trying to emulate the retail experience environment offered by Apple and Nike. "and this is the new generation of Starbucks."
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