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Starbucks Opened its First Reserve Megastore in Seattle

Feb. 28, 2018
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2 min read
Starbucks First Reserve Store Opens with Italian Princi Bakery_04
Starbucks Opened its First Reserve Megastore in Seattle
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The largest coffee house chain in the world just got a little bigger: Starbucks opened its first Reserve store, a new cafe format that's dedicated to its premium Reserve brand.

Opened Tuesday in Seattle on the main floor of Starbucks' headquarters, the Reserve store offers customers a massive "Eataly-style" food court and the company's full beverage menu plus a few new items: Nitro Draft Latte and Spiced Ginger Cold Brew on tap as well as new espresso drinks like the Bianco Mocha.

(Photo courtesy Matt Glac/Starbucks)

The "open, marketplace style" of the Reserve stores hopes to bring in customers for more than just coffee. Patrons can sip traditional Italian cocktails like Aperol Spritz and Negronis from the mixology bar and nosh on Italian eats and fresh baked goods from the Princi Bakery chain Starbucks bought in 2017.

Starbucks CEO Howard Schultz called the opening of the Seattle Reserve Roastery a "significant milestone" for the company.

(Photo courtesy Matt Glac/Starbucks)

Starbucks currently has about 14,000 cafés in the United States alone, another massive Reserve Roastery in Shanghai and a third location set to open in New York City later this year. The Siren-branded company even launched its own credit card with Chase earlier this year.

In 2016, Starbucks first introduced the idea of the Reserve format with a plan to globally develop up to 20-30 Roasteries and 1,000 Reserve stores, with 20% of its stores becoming Starbucks Reserve Bar locations.

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Starbucks partners work in the new Starbucks Reserve store at the Starbucks Support Center in Seattle on Wednesday, February 21, 2018. (Joshua Trujillo, Starbucks)

All images courtesy of Starbucks

Featured image by Starbucks

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Why We Chose It

There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)

Pros

  • 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
  • 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
  • Packed with credits foodies will enjoy
  • Solid welcome bonus

Cons

  • Not as useful for those living outside the U.S.
  • Some may have trouble using Uber and other dining credits
  • You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
  • Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
  • Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
  • Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
  • $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
  • $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
  • $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
  • $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
  • Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
  • No Foreign Transaction Fees.
  • Annual Fee is $325.
  • Terms Apply.