Starbucks just opened a Reserve Roastery in New York that has a full cocktail bar and is almost 13 times the size of the average Starbucks. Here's what it's like to visit.

Business Insider/Jessica TylerStarbucks’ Reserve Roastery in New York is unlike any other Starbucks.

  • Starbucks opened a Reserve Roastery in New York on Friday.
  • The new Starbucks Reserve Roastery is the fourth of its kind in the world and is completely unlike the typical Starbucks.
  • The Roasteries are meant to be upscale, and they feature cocktail bars, bakeries, and unique elements. Here’s what the New York store is like.

StarbucksReserve Roastery has arrived in New York, and it’s unlike any other Starbucks in the city.

The Roasteries – seen as competitors of more upscale coffee shops like Blue Bottle and Intelligentsia – typically include a high-end Princi bakery, full liquor bar, and lounge areas with fireplaces in addition to a more traditional coffee bar.

The New York store has all of these elements, plus an additional coffee bar, spread across three floors and 23,000 square feet of space. The Roastery showcases specialty, small-lot Starbucks Reserve coffee.

According to a company spokesperson, customers typically spend four times more in the company’s Roastery locations than in a traditional Starbucks.

The Starbucks in New York is one of four Reserve Roasteries in the world, along with the locations in Milan, Shanghai and Seattle.Starbucks plans to open additional Roasteries in Tokyo and Chicago in 2019.

In addition to opening Roasteries, Starbucks is expanding its standalone Princi bakeries, opening the first New York City location in late November.

The New York Roastery opened Friday morning in the Meatpacking District. We got an early peek inside:


Starbucks Reserve Roastery in New York is located in the Meatpacking District.

Business Insider/Jessica Tyler

First walking in, I was completely overwhelmed.

Business Insider/Jessica Tyler

At 23,000 square feet, the Roastery is almost 13 times the size of the typical Starbucks location and spans nearly the entire block it’s on. A typical Starbucks is 1,800 square feet, on average.

Business Insider/Jessica Tyler

Source: eMarketer Retail


To the left of the entrance are tables with Starbucks merchandise for sale.

Business Insider/Jessica Tyler

There are NYC-branded products from Starbucks’ New York collection …

Business Insider/Jessica Tyler

… a few different coffee makers …

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… and Reserve Roastery-branded clothing.

Business Insider/Jessica Tyler

Starbucks’ holiday collection is also featured.

Business Insider/Jessica Tyler

To the right of the entrance is the first of two coffee bars.

Business Insider/Jessica Tyler

The centrepiece of the main coffee bar is five hourglass-like units that hold the freshly roasted coffee beans that are used in each order. The selection rotates seasonally.

Business Insider/Jessica Tyler

The coffee bar also has sandwiches, bakery products fresh from the attached Princi bakery …

Business Insider/Jessica Tyler

… and fresh fruit and jam.

Business Insider/Jessica Tyler

Baristas at the coffee bar, called “coffee masters,” can use seven brewing methods, including pour-over, siphon, espresso, and cold brewing.

Business Insider/Jessica Tyler

It feels more high-end than your average Starbucks.

Business Insider/Jessica Tyler

Adding to the high-end feel, drinks are listed on printed menus instead of on the menu boards you typically see in Starbucks.

Business Insider/Jessica Tyler

The first floor is also home to a Princi bakery selling fresh breads …

Business Insider/Jessica Tyler

… baked goods …

Business Insider/Jessica Tyler

… and fresh sandwiches.

Business Insider/Jessica Tyler

The centrepiece of the first floor is a giant copper cask where beans are stored after they’re roasted.

Business Insider/Jessica Tyler

Coffee beans are sent all around the store through a series of tubes that Chief Design Officer Liz Muller told reporters are “inspired by the history of the Meatpacking District.”

Business Insider/Jessica Tyler

Downstairs is the second coffee bar, named the “Experience Bar.”

Business Insider/Jessica Tyler

It was designed for customers to see all of the different brewing methods more in-depth that at the main coffee bar.

Business Insider/Jessica Tyler

There are similar centrepiece structures in the main coffee bar …

Business Insider/Jessica Tyler

… and even more dessert options.

Business Insider/Jessica Tyler

Everything is baked fresh at the in-store Princi bakery.

Business Insider/Jessica Tyler

Also downstairs is the machine that roasts the coffee beans before they’re sent to the cask.

Business Insider/Jessica Tyler

You can see the coffee beans roasting from almost any point in the store.

Business Insider/Jessica Tyler

And the freshly roasted beans can be packaged and purchased to take home.

Business Insider/Jessica Tyler

The top floor of the Roastery is the Arriviamo Bar, a complete cocktail bar overlooking the space.

Business Insider/Jessica Tyler

The bar sells even more food …

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… coffee-based cocktails …

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… and an array of other drinks like wine and beer.

Business Insider/Jessica Tyler

It is nothing like a typical Starbucks.

Business Insider/Jessica Tyler

There are detailed design elements all over the store.

Business Insider/Jessica Tyler

One barista said that he loves discovering new things in the store each day, like these small wall decals with information about each specialty Starbucks Reserve coffee.

Business Insider/Jessica Tyler

Near the restrooms, the Roastery has a “plants of Costa Rica” display, highlighting plants native to the area where Starbucks grows its coffee.

Business Insider/Jessica Tyler

Near the plants is a window where customers can peek in and see where the coffee beans are shipped, before they are roasted or sent throughout the store.

Business Insider/Jessica Tyler

There is plenty of seating throughout the store, including an area with a fireplace.

Business Insider/Jessica Tyler

Beyond its massive size, the store is nothing like a typical Starbucks. It has fresh baked goods, a huge selection of merchandise, and freshly roasted coffee beans being sent throughout the store.

Business Insider/Jessica Tyler

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