Starbucks is opening its fifth ultra-fancy, lavish coffee shop, a 32,000-square-foot 'Roastery,' in Tokyo
By Danielle Wiener-Bronner, CNN BusinessUpdated 0344 GMT February 27, 2019Chat with us in Facebook Messenger. Find out what's happening in the world as it unfolds.New York Roasteries — large, lavish Starbucks stores that feature specialty coffees and teas, on-premise roasters and massive coffee casks where freshly roasted beans are held — are a way to"celebrate the romance of coffee," CEO Kevin Johnson told CNN Business.
The company reported in November that sales for the year were up 24% compared to 2015, mostly because Roasteries customers spent four times as much as customers at regular Starbucks locations. "In Milan, even today, we have lines around the building on the weekends," Johnson noted this month. Starbucks has always been"a more affluent brand," said Morningstar analyst R.J. Hottovy. The Roasteries take it"even more upstream," he said.
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