Starbucks Company is exploring new ways to diversify its global retail chain with new formats. By the end of the next financial year it is planned to open at least 100 square-foot interactive stores that will offer roasting and tasting small-batch rare coffees, so-called Reserve blends.
In December 2014, Starbucks plans to open the first small tasting store of this kind in Seattle, with more 15,000 stores to be opened globally in the next five years.
Another innovative retail format for Starbucks are coffee drive-thru’s with the option of instant mobile payments— where customers can get their beverage faster than in a regular retail store. The company is also planning to enhance digital retail experience with at-home coffee purchases or subscriptions for take-home or home delivery.
“The evolution of our store experience is a direct reflection of how our customers are interested in both accessibility to the brand as well as speed and convenience. Our scale affords us the unique opportunity to bring a flexible portfolio of options rooted in our core commitment to coffee quality,” said Cliff Burrows, group president, U.S., Americas, and Teavana.