Starbucks Opens First Reserve Roastery in Seattle

If you’ve ever wondered where your coffee comes from—or wanted to see green beans turn into brewed cups without leaving the shop—Seattle now has an answer. In December 2014, Starbucks opened its first-ever Reserve Roastery in the Capitol Hill neighborhood, offering an immersive look at the entire coffee journey, from unboxing beans to roasting and brewing.

The new 15,000-square-foot Roastery features two Probat roasters: a G-120 and a P25. Freshly roasted beans travel through overhead pipes to the bar or are stored for retail—some even supply 1,500 global Starbucks locations. This is where coffee lovers can finally see the magic happen.

What Is the Starbucks Reserve Roastery?

Ten years in the making, the Roastery is inspired by Willy Wonka’s chocolate factory. “It’s been a dream to build a multi-sensory theater where customers experience how we find and roast the world’s best coffee,” said then-CEO Howard Schultz. The space blends production, retail, and dining, turning coffee into an event rather than a quick stop.

How the Roastery Works

Inside, two industrial-scale Probat roasters handle the roasting: the larger G-120, used mainly for beans distributed to other stores, and the smaller P25. Roasted beans are either sent via a 32-foot-tall copper duct system to the coffee bar for immediate use or stored in copper silos. A portion is packaged for sale in the on-site retail area, while the rest ships to 1,500 Starbucks locations worldwide.

The facility is designed to be transparent: you can watch beans being roasted, smell them as they move through the pipes, and even see baristas craft drinks just steps away from the roasting process. “You’re literally one step away from the action,” said Liz Muller, Starbucks’ concept design vice president.

Coffee, Food, and Retail

Beyond coffee, the Roastery offers a food menu developed with chef Tom Douglas, featuring dishes inspired by Reserve coffees. The Serious Pie area lets you watch pizza being made, while a coffee library educates visitors on coffee culture. Notably, the Reserve branding replaces the usual Starbucks siren logo—you’ll see an “R” and star instead.

Retail beans are priced between $16 and $45 per pound, reflecting the limited-edition, small-batch nature of Reserve coffees. These beans were previously available only in select stores or online, often selling out within hours.

Impact and Expansion Plans

Starbucks expects the Roastery to roast 1.4 million pounds of Reserve coffee in its first year, with output set to double by 2015. The location is projected to draw 1,000–2,000 visitors daily, according to Roastery operations VP Tiffany Broderson.

The success of this flagship has spurred plans for at least 100 more Roasteries across the U.S. in the next five years, starting with Chicago, Los Angeles, New York, San Francisco, and Washington, D.C. Asia expansion is slated for 2016.

Frequently Asked Questions

Where is the first Starbucks Reserve Roastery located?

The first Starbucks Reserve Roastery opened in December 2014 in Seattle’s Capitol Hill neighborhood, near the original Starbucks store.

What roasting equipment does the Roastery use?

The Roastery uses two Probat roasters: a Probat G-120 for larger batches and a Probat P25 for smaller runs. Roasted beans are transported via a 32-foot copper duct system or stored in copper silos.

How much coffee does the Roastery roast?

In its first year, the Roastery planned to roast 1.4 million pounds of Reserve coffee, with output expected to double. Some beans are for the on-site store, others go to 1,500 global Starbucks locations.

What makes the Reserve Roastery different from a regular Starbucks?

The Roastery is a multi-sensory experience where customers can see coffee roasted, brewed, and even watch pizza made. It replaces the green siren logo with an “R” and star, and focuses on small-lot, premium Reserve coffees.

Will there be more Starbucks Reserve Roasteries?

Yes. Starbucks plans to open at least 100 more Roasteries in the U.S. over five years, starting with major cities like Chicago and New York, and expanding to Asia in 2016.

Recommended FrontStreet Coffee for Roastery Exploration

Explore the world of small-batch coffee with FrontStreet Coffee’s Ethiopia Yirgacheffe, known for its bright citrus and floral notes, and Panama Humbera, offering complex stone fruit and honey sweetness. For something deeper, try the PWN Golden Mandheling with its rich body and spicy undertones. These beans reflect the same dedication to origin and craftsmanship seen at the Starbucks Reserve Roastery. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.