No Unicorn Fraps here! Starbucks is set to open a ‘fully sensorial’ four-story ‘Roastery’ on Chicago’s Magnificent Mile – complete with custom-brewed coffee and freshly-baked bread
- The Seattle-based chain announced the opening of a new location Wednesday
- Chicago’s Starbucks Reserve Roastery is set to open in 2019 on the retail street
- There is already a similar location in Seattle that opened in December 2014
- Customers can pick between several types of brewing methods such as the siphon or the pour-over
- New location will have on-site baking courtesy of Italian baker Rocco Princi, with whom the chain partnered in 2016
Starbucks might have made Instagram history with its highly social-media-worthy Unicorn Frappuccino – but the chain has apparently retained some commitment to proper coffee.
The Seattle-based coffee giant announced on Wednesday it would open a glamorous new location on Chicago’s upscale Magnificent Mile.
Starbucks’ new Reserve Roastery is set to open in 2019 on the busy retail corridor. It will be the second of its kind, since the chain opened its first Roastery in Seattle in December 2014.
Gourmet: Starbucks announced Wednesday it will open an upscale location on Chicago’s glamorous Magnificent Mile (pictured) focused on small-batch coffee
Experience: The chain already has a similar location in Seattle (pictured) where customers can pick between various brewing methods after a chat with a ‘coffee specialist’
In lieu of the sugary Unicorn Frappuccino, the chain plans to dedicate the new location to custom-brewed coffee and has promised to partner with an Italian baker famed for his bread to provide freshly baked goods.
The four-story, 43,000-square-foot Roastery, described by Starbucks as a ‘fully sensorial coffee environment’, will serve small-batch coffee that will be roasted, brewed and packaged on the premises.
It will be located on North Michigan Avenue and Erie Street in the famous shopping area, where more than 460 retailers have settled.
After a chat with a ‘coffee specialist’, customers will also be able to pick between various brewing methods, such as the siphon or the pour-over, as is currently the case at the Seattle location.
Artisan: The Roastery, described by Starbucks as a ‘fully sensorial coffee environment’, will serve coffee that will be roasted, brewed and packaged on-site (pictured is the Seattle shop)
Different: Starbucks’ promises for its new promises seem to depart from the highly Instagram-worthy Unicorn Frappuccino, which didn’t even contain coffee (pictured is the Seattle shop)
Starbucks is also stepping up its food offerings by partnering with Italian baker Rocco Princi. The coffee chain invested in Princi’s namesake company in July 2016, and he has now been tasked with providing on-site baking in all Roastery locations for breakfast, lunch and dinner.
Howard Schultz, Starbucks’ executive chairman, said Chicago was a ‘very special city’ for him because it’s where the chain opened its first location outside of Seattle almost 30 years ago.
Another Roastery is scheduled to open in 2018 in New York City, with plans to unveil more locations in Shanghai late this year, as well as in Milan and Tokyo in 2018.
Ultimately, Starbucks is looking to open 20 to 30 Roastery locations around the world – a microscopic amount compared to its 24,000-plus regular coffee shops.