Starbucks to open its biggest store yet, so people can really experience their coffee

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Starbucks to open its biggest store yet, so people can really experience their coffee

Starbucks to open its biggest store yet, so people can really experience their coffee

Starbucks Corp. is opening a sprawling new Roastery-branded store in New York’s Meatpacking District, part of a push to bolster growth with larger locations that offer experiences to customers.

The cafe will be its biggest ever: a 20,000-square-foot (1,900-square-meter) store at 61 Ninth Ave., Starbucks said in a statement on Tuesday. The location, near Chelsea Market, won’t be ready until 2018.

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Chief Executive ******r Howard Schultz has said he wants to bring the Roastery model to cities globally, a bet that a new format can bring fresh vigor to the company. It’s a combination of a roasting facility and cafe that tries to teach customers more about coffee brewing and bean origins. Starbucks has experimented with other store models: Last year, it started opening smaller-format, express locations in the U.S. Read more...


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