Coffee giant Starbucks will soon unveil a new prospect that will excite the fans of the massive coffee chain in Chicago. In 2019, Starbucks is set to open a massive Reserve Roastery in the Magnificent Mile, a four-storey coffee paradise set inside the current Crate & Barrel building at Michigan Avenue and Erie Street.
Howard Schultz, Starbucks executive chairman, is excited about the brand's expansion to the roastery concept. "Chicago is a city of neighborhoods, so we took our time to find an incredible space to match the unprecedented coffee experience our premium Roastery will offer," he said in a statement through Travel Pulse. "To be located on one of the best-known retail streets in the world is a proud moment for all of us and we can't wait to bring Chicago and the world a coffee experience worthy of their most premier real estate."
All of the customers' coffee experience in Starbucks will change on a whole other level with the Roastery concept, aside from serving special signature drinks, coffee lovers would also witness an interactive format in where rare, small-batch Reserve coffee beans are "roasted, brewed and packaged."
It's not the first Starbucks Roastery to open in the United States, as the brand's hometown, Seattle, has already been serving customers with Starbucks's first Roastery since 2014, according to Chicago Tribune. The coffee mega-company is also set to open another Roastery branch in New York in 2018, but the one Chicago is set to be the largest Roastery emporium the world will ever see.
Italian baker Rocco Princi will also play a huge role in the Roastery concept of Starbucks as all Roastery locations will feature the best creations by the premier Italian baker. The whole venture is an ambitious project, Schultz said so himself, but the company's goal is to build exciting ventures that will endure for the next 50 years.
Not just in the United States, Starbucks foresees 20 to 30 Roastery stores around the world in the coming future. A Shanghai branch is set to open this year and other branches are also set to open in Milan and Tokyo in 2018.