Starbucks Puts Its High-End Strategy to the Test

Starbucks Puts Its High-End Strategy to the Test

Starbucks (NASDAQ: SBUX) wants to change the coffee scene in the United States once again.

The chain, which introduced European-style coffee houses to the U.S., now has plans to create a whole new experience with its Roastery and Reserve brands. Roasteries are essentially coffee palaces. They are part cafe, part production facility, and a little bit Willy Wonka's Chocolate Factory for coffee, while Reserve stores are a cafe-only version of that experience.

Roasteries are essentially coffee palaces. They are part cafe, part production facility, and a little bit Willy Wonka's Chocolate Factory for coffee, while Reserve stores are a cafe-only version of that experience.

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Source: Fool.com