You let this happen:
The Capitol Hill Reserve roastery, which seems to always be packed with customers, was the strongest store opening in Starbucks’ history, Schultz said on the company’s first quarter earnings call last month.
“The Roastery represents both ‘premiumization’ of the coffee experience and a new chapter for Starbucks,” Schultz said.
The Capitol Hill opening is going so well, the company said it is looking for real estate in another major U.S. metro to open another roastery.
“The company is also planning to open a roastery in Asia in 2016,” the Puget Sound Business Journal notes.
In December, CHS showed you inside the more than $30 million Starbucks Reserve Roastery facility for the first time. The Melrose 15,600 square-foot roasting facility, cafe, and Tom Douglas restaurant continues to pack in crowds of tourists and gawking locals.
As part of the company’s enthusiasm for “premiumization,” Starbucks also announced it was starting a new subscription service for its Reserve brand beans roasted solely here on Capitol Hill — good news for the 100 or so employees including the dozen-member roasting team that works in the facility. Starbucks has said it plans to produce up to 1.4 million pounds of Starbucks Reserve-quality coffee beans in the facility’s first year. The company also plans to supply the Melrose beans to some 1,500 global Starbucks Reserve cafes by the end of fiscal year 2015.
The enthusiasm isn’t far off the notes sounded by the coffee giant in recent years as it rolled out its experiments in non-Starbucks branded cafes around Capitol Hill. By the start of 2011, however, the experiment was partly rolled back and transformed as 15th Ave Coffee & Tea disappeared but some of its more upscale features trickled into the SBUX mainstream. The Starbucks Roy Street Coffee experiment continues, however, six years later on north Broadway.