Starbucks’ main strategy to combat competition is through their Reserve Roastery. The latest location was opened in New York on December 14, the fourth of six planned global roasteries. Each location (Seattle, Shanghai, Milan, New York, Tokyo, and Chicago) features unique style concepts to boost consumer experience.
New York’s Starbucks Reserve Roastery is located in the Meatpacking District. At 23,000 square feet and three stories high, the space offers five bars and plenty of space. The emporium features specialty coffee, coffee-infused cocktails, pizza, and pastries baked on site.
Amidst growing competition, Starbucks established a partnership with Uber Eats to provide coffee delivery in major cities, at least 2,000 of its U.S. locations by Spring 2019. They’re also working with Microsoft to cloud-connect its coffee and machinery to track demand and provide effective improvements.
And their hard work is paying off. On Friday, stocks rose 4% to a near-record high. The close of 2018 Q4 showed active U.S. Starbucks Rewards consumers jumped 14% and global store sales increased 4% in the U.S. and 1% in China.
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