Starbucks high-end cafe concept, Reserve in NYC

Credit: Bisnow

Starbuck on a high end scale?  Well, some customers might appreciate the vibe and who would have thought that a bottle of water would be more expensive than a gallon of gas in 2016?

According to Bisnow, Starbucks is trying its hand at upscale cafes, called Reserve, “where a 12-ounce cup of plain black coffee will go for $4—twice as much as the chain’s signature Pike Place roast…the store’s interior—with color palette evidently inspired by coffee—is an art aficionado’s dream. The walls are decked out with artwork for purchase; the center of the store is a cozy lounge complete with armchairs, sofas, standing lamps and a vintage rug; hand grinders and other coffee accessories are on display around the store.  The menus—hand-lettered pieces of paper clipped to backer boards—include exclusive and rare coffees, with prices up to $4.50 for a medium serving.”

The Reserve brand originates from Starbucks’ specialty coffee line, and is expected to grow to 500 stores globally over the next several years.