The Starbucks Reserve Roastery and Tasting Room opened in Seattle last week. The 15,000 square foot space is intended to be a Willy Wonka experience of coffee, with beans traveling in clear and copper tubes all around the space, letting customers watch a bean go from roast to brew to cup.
The Roastery and Tasting Room will serve as the site for the roasting of the brand’s premium coffee line, Reserve, and is projected to produce 1.4 million pounds of Reserve coffee a year, to be distributed to Starbucks branches across the globe.
The Roastery is a signal that Starbucks wants to be known not as the most convenient cup of coffee, but the tastiest too. In a way, it is going back to its origins, when high-quality beans were the heart of the business.