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Starbucks opens reserve roastery in New York

Starbucks opened the doors to its newest reserve roastery in New York on 14 December.

Located in the meatpacking district at 61 9th Avenue, the New York location marks Starbucks fourth roastery and second in the United States.

Starbucks says the immersive coffee experience – across approximately 2100 square metres of retail space – celebrates the heritage of roasting and the craft of coffee.

“We designed the roastery as the pinnacle experience around all-things-coffee, and there is nothing else like it in the world. With premium coffees, teas, mixology and the iconic Milanese Princi Bakery, it serves as a Starbucks brand amplifier and a platform for future innovation,” Starbucks CEO Kevin Johnson says.

“Beverages such as draft nitro, cold foam, and the recent launch of juniper latte all began at the roastery and have since been introduced to Starbucks locations around the world. It is the ultimate Starbucks experience and an unforgettable way to connect with our customers.”

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Starbucks Chairman Emeritus Howard Schultz, who was born and raised in Canarsie, Brooklyn, opened the first New York Starbucks store in 1994. Nearly 25 years later, there are 350 Starbucks stores across the five boroughs in the city where Starbucks employs approximately 5000 employees. The reserve roastery employs nearly 300 people, including roasters, baristas, commessas, and mixologists.

“I look forward to welcoming my fellow New Yorkers and visitors from all around the world when we open the Roastery on Friday. You will be amazed,” Reserve Roastery New York Managing Director Raul Adorno says.

Starbucks Reserve Roastery New York is a working coffee roastery, where Starbucks will be small-batch roasting single-origin coffees and Starbucks Reserve blends. These coffees are served at the roastery, or shipped to select Starbucks stores around the world.

“New York is a hub to the world,” Starbucks Chief Design Officer Liz Muller says.

“It’s an unbelievable place with such history. The meatpacking district has a fantastic history of industry, and the neighbourhood has an electric energy. It is alive. We’ve designed a space where the excitement and dynamic activity of the neighbourhood is mirrored in the roastery. We want our customers to come in and feel very inspired.”

The New York roastery joins locations in Seattle, Shanghai and Milan, with future openings coming to Tokyo and Chicago in 2019.

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