"This is all about elevating the experience, beyond any coffee experience, or retail experience, anywhere in the world, I wanted to ... create this multi-sensory experience with theater, romance, drama." That was Starbucks CEO Howard Schultz on his new Starbucks "experience". The Reserve Roastery will roast its own coffee for sale, as well as package and ship coffee to other stores. Schultz's main goal is double revenue...as well as open another Roastery in Asia in 2016. The items will come at a premium: prices will range for $3-$6.50. This is a 40-50% increase over normal Starbucks price. He also plans to sell beer and wine in the evening. To reach their goal of 30 billion in revenue by 2019, they'll have to take control of the digital aspect of coffee sale.
While these are ambitious goals for the CEO, I believe they will translate in the end. Starbucks is becoming more global and mobile than ever, and the goal should be reached well before 2019, in my opinion. This was a smart idea, and I believe these Roasteries will be a huge success in the U.S., as well as worldwide.
http://money.cnn.com/2014/12/05/news/starbucks-willy-wonka/index.html?hpt=ob_articleallcontentsidebar&iid=obnetwork
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