Starbucks opens immersive coffee destination in New York
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“We designed the Roastery as the pinnacle experience around all-things-coffee, and there is nothing else like it in the world. With premium coffees, teas, mixology and the iconic Milanese Princi Bakery, it serves as a Starbucks brand amplifier and a platform for future innovation,” said Kevin Johnson, CEO, Starbucks. “Beverages such as Draft Nitro, Cold Foam and the recent launch of Juniper Latte all began at the Roastery and have since been introduced to Starbucks locations around the world. It is the ultimate Starbucks Experience and an unforgettable way to connect with our customers.”
Starbucks has a long history in New York. In 1994, Starbucks chairman emeritus, Howard Schultz, who was born and raised in Canarsie, Brooklyn, opened the first Starbucks store in the city on Broadway and 87th Street on the Upper West Side. Nearly 25 years later, there are 350 Starbucks stores across the five boroughs in the city where Starbucks employs approximately 5,000 partners (employees). The Roastery employs nearly 300 people, including roasters, baristas, commessas and mixologists.
“Like most people I first experienced Starbucks as a customer, where I would go to my store at 195 Broadway in the Financial District in New York City and order a tall latte which was the perfect way to start my day,” said Raul Adorno, Managing Director Reserve Roastery New York. “I look forward to welcoming my fellow New Yorkers and visitors from all around the world when we open the Roastery on Friday. You will be amazed.”
At its core, Starbucks Reserve Roastery New York is a working coffee roastery, where every day Starbucks Master Roasters, who have trained for years in the craft of coffee roasting, will be small-batch roasting Starbucks rarest single-origin coffees and blends called Starbucks Reserve. Those coffees then get served fresh at the Roastery or shipped to select Starbucks stores around the world. That functional purpose, as well as the history of industry and manufacturing in the meatpacking district, is reflected in the design of the space.
“New York is a hub to the world,” said Liz Muller, Chief Design Officer of Starbucks. “It’s an unbelievable place with such history. The meatpacking district has a fantastic history of industry, and the neighborhood has an electric energy; it is alive. We’ve designed a space where the excitement and dynamic activity of the neighborhood is mirrored in the Roastery. We want our customers to come in and feel very inspired.”
Unique Food and Beverages
“Arriviamo Bar – For the first time in the U.S., Starbucks will debut the Arriviamo Bar inspired by the Italian tradition of aperitivo.”
Coffee Bars – There are two coffee bars at the Roastery, which in total offer seven brewing methods, including pour over, Chemex, coffee press, siphon, espresso, Clover and cold brewing.
Upon entering the Roastery, visitors can visit the coffee bar on the main level, where baristas, called coffee masters, are crafting classic espresso beverages such as cappuccino, latte, cortado and specialty drinks such as whiskey barrel-aged cold brew, sparkling citrus espresso, nitro hopped apricot cold brew and rotating specials like the cardamom latte.
Arriviamo Bar – For the first time in the U.S., Starbucks will debut the Arriviamo Bar inspired by the Italian tradition of aperitivo. This craft cocktail bar is located inside the Roastery where expert mixologists will serve cocktails and spiritfrees curated by award-winning mixologist Julia Momose featuring coffee and tea. Specialty cocktails include the Nocino Notte, made with cold brew coffee, barrel-aged gin and black truffle salt, and the Triomphe, made with Teavana/MC Darjeeling de Triomphe Tea, gin, dry Riesling, aquavit, passionfruit sparkling water and orange saffron bitters. The Arriviamo Bar will also serve a selection of beer, wine and classic cocktails
Princi – Inside the Roastery is the Milanese boutique bakery Princi from founder Rocco Princi, with on-site baking of fresh breads, Pizzas, cornetti, focaccias, desserts and more.
Questions & Answers
Q.What is the primary function of the Starbucks Reserve Roastery New York?
What is the primary function of the Starbucks Reserve Roastery New York?
At its core, the Roastery is a working coffee roastery. Starbucks Master Roasters will small-batch roast the rarest single-origin coffees and blends. These coffees are then served fresh on-site or sent to select Starbucks stores worldwide.
Q.Which food and beverage options are available at the Roastery that might not be found in regular Starbucks stores?
Which food and beverage options are available at the Roastery that might not be found in regular Starbucks stores?
Beyond classic coffee, the Roastery features two coffee bars with seven brewing methods, an Arriviamo Bar for craft cocktails with coffee and tea, and a Princi Bakery offering fresh breads, pizzas, and desserts baked on-site.
Q.How many people does the new Roastery employ, and what roles are mentioned?
How many people does the new Roastery employ, and what roles are mentioned?
The new Roastery employs nearly 300 people in total. The roles mentioned within the article include roasters, baristas, commessas, and mixologists, suggesting a diverse team for the unique offerings.
Q.What is the significance of the Roastery's location in the Meatpacking District?
What is the significance of the Roastery's location in the Meatpacking District?
The design of the Roastery reflects the history of industry and manufacturing prevalent in the Meatpacking District. Liz Muller, Chief Design Officer, noted the area's fantastic history and electric, alive energy, aiming to mirror this dynamism in the space.
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