What Starbucks Reserve Bar does

Starbucks Reserve Bar is the most premium and experiential expression of Starbucks Corporation (NASDAQ: SBUX), operating as a wholly-owned premium brand concept rather than a standalone company. It runs five flagship Roasteries — Seattle (opened 2014, the original), Shanghai (2017, first international), Chicago (2019, the world's largest Starbucks at 35,000 sq ft), Tokyo (2022), and Milano — plus the Empire State Building Store in New York (2019, 23,000 sq ft across three floors) and additional smaller Reserve Bars and coffeehouses. The concept sources rare small-lot coffees from premier growing regions along the Coffee Belt and roasts on-site at each Roastery.

The product portfolio spans core beverages (premium coffee, craft cocktails such as the Espresso Martini and Whiskey Barrel-Aged Cold Brew), exclusive whole-bean coffee sold in 250-gram Flavor Lock bags or scooped fresh in-store, curated merchandise including artist collaborations and brand partnerships (Tom Dixon, Field Notes, Ecoalf, BAGGU), Princi Bakery artisan food, collectible coffee cards (180+ designed cards with ~6 new coffees added per month), and signature ticketed experiences (Coffee Roasting and Tasting Tours, Art of the Espresso Martini, Coffee Lab). Distribution is primarily physical retail at iconic addresses, with ticketed experiences bookable via OpenTable and Starbucks Rewards loyalty integration across U.S. locations.

Revenue is generated through four streams: beverage sales (transaction fee), whole bean and merchandise (one-time purchase), ticketed experiences and workshops (transaction fee), and private event hosting for groups of 10-750 people (professional services). Customer segments include Premium Coffee Enthusiasts (primary), Event Hosters and Corporations (B2B), and Tourists and Experiential Travelers. Pricing is not publicly disclosed. Starbucks Corporation does not break out Reserve brand financials, and the Reserve-specific headcount disclosed is 169.

Name

Starbucks Reserve Bar

Legal name

Starbucks Corporation

Website

https://starbucksreserve.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Starbucks Reserve Bar is a wholly-owned premium brand concept of Starbucks Corporation operating five flagship Roasteries and select Reserve Bars worldwide, offering rare small-lot coffees, craft cocktails, ticketed experiences, private events, and exclusive merchandise to premium coffee enthusiasts, tourists, and corporate event buyers.

Ownership category

akta.pro rank

Product category

Premium Coffeehouse Services

NAICS

Snack and Nonalcoholic Beverage Bars (722515), Drinking Places (Alcoholic Beverages) (7224), Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812), Beverages (2080)

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

akta.pro secondary industries

Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Premium coffee retail
• Specialty coffee shops
• Artisanal coffee roasting
• Coffee tasting experiences
• Craft coffee beverages

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Beverage Sales: Sale of premium coffee beverages, craft cocktails, and signature drinks like the Starbucks Reserve Espresso Martini at Roasteries and coffeehouses.
2. Whole Bean Coffee and Merchandise: Sale of exclusive Starbucks Reserve whole bean coffee and curated merchandise including drinkware, apparel, and specialty items at Roastery and coffeehouse locations.
3. Experiences and Workshops: Ticketed experiences including Coffee Roasting and Tasting Tours, Art of the Espresso Martini workshops, and coffee tastings available at Roasteries.
4. Private Events Hosting: Hosting of private events at Roastery locations for groups of 10-750 people, including corporate meetings, celebrations, and team building events.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Starbucks Reserve Bar is the premium experiential brand of Starbucks Corporation, operating flagship Roasteries, signature Coffeehouses and Reserve Bars that retail rare small-lot single-origin coffees, craft coffee and cocktail beverages, artisan bakery food, branded merchandise, and ticketed immersive experiences such as coffee roasting tours, espresso martini classes, and tasting flights. The concept combines physical retail venues, on-site roasting operations, and bookable signature experiences as a unified premium hospitality offering.

Product overview

Starbucks Reserve Bar operates as a premium coffeehouse brand under Starbucks Corporation, offering a portfolio of distinct experiential products. The core offering consists of five Starbucks Reserve Roasteries (large flagship destinations with on-site roasting) and smaller Starbucks Reserve Coffeehouses/Bars. The flagship Empire State Building store in New York represents a unique sub-brand location. Supporting the physical locations are several add-on modules: Starbucks Reserve Experiences (ticketed immersive tours and classes), Starbucks Reserve Whole Bean Coffee (exclusive small-lot offerings), signature craft beverages including the Espresso Martini and Whiskey Barrel-Aged Cold Brew, Coffee Tasting Flights, Princi Bakery food offerings, collectible Coffee Cards, exclusive merchandise, artist collaboration collections, and Private Event Hosting services. The products range from direct retail (coffee, food, merchandise) to experiential services (tours, tastings, events), with the portfolio designed to offer premium coffee craft experiences across multiple engagement vectors.

Differentiator

Problem solved

Functional benefit

Brands

• Starbucks Reserve Roasteries: Large, flagship destinations featuring coffee roasting and mixology bars.
• Starbucks Reserve Coffeehouses/Bars

Products and services

• Starbucks Reserve Roasteries Large flagship destinations with on-site coffee roasting, mixology bars, and immersive coffee experiences; five locations worldwide in Chicago, New York, Milan, Shanghai, and Tokyo for individual consumers and tourists seeking premium coffee experiences.
• Starbucks Reserve Coffeehouses and Bars Smaller Starbucks Reserve locations offering premium small-lot coffees, elevated brewing methods, and craft beverages including the signature Espresso Martini, targeted at individual coffee consumers.
• Starbucks Reserve Empire State Building Store A 23,000-square-foot three-floor Reserve location in the Empire State Building featuring exclusive microblend coffee, Art Deco design, cocktail lounge, tasting room, and immersive coffee experiences for individual consumers.
• Starbucks Reserve Experiences Ticketed immersive experiences including Coffee Roasting and Tasting Tours, Art of the Espresso Martini classes, Coffee Lab: A Journey of the Senses, and table-side tasting flights for individual consumers and small groups.
• Starbucks Reserve Whole Bean Coffee Exclusive small-lot whole bean coffees available in sealed 250-gram bags with Flavor Lock valves (up to 12 months freshness unopened) or freshly scooped in-store (best within 14 days of roasting), sold to individual consumers at Reserve locations.
• Starbucks Reserve Espresso Martini

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Melissa Koby (Artist)minorOthersJamaican-born artist Melissa Koby created an exclusive Starbucks Reserve collection celebrating the Starbucks Siren as a symbol of welcoming and belonging. Collection includes t-shirts, stainless steel cold cups, and boxed mug sets.
• Dana Tanamachi (Artist)minorOthersNew York-based artist Dana Tanamachi created a three-story hand-painted mural at the Starbucks Reserve Empire State Building store and an exclusive merchandise collection including t-shirts, fans, totes, and drinkware.
• Stevie Shao (Artist)minorOthersSeattle-based artist Stevie Shao created an exclusive merchandise collection featuring a serving tray, tote, mug, t-shirt, bandana, and decorative bowls inspired by Chinese-American folklore and coffee-growing regions.
• Kyler Martz (Artist)minorOthersPacific Northwest artist Kyler Martz created the Seattle Roastery 10th anniversary collection featuring commemorative posters, t-shirts, collectible patches, coffee mugs, tumblers, and limited-quantity original pieces.
• Mac Blackout (Artist)minorOthersChicago-based visual artist Mac Blackout created the Chicago Roastery 5th anniversary collection featuring coffee cups, tumblers, knit beanies, and custom-embroidered jackets.
• Princi BakerycoreTechnology or IntegrationPrinci Bakery provides artisan-crafted fresh food at the Chicago Roastery, with one full floor dedicated to the artisan Italian Princi Bakery and Cafe.
• Starbucks Rewards ProgramcoreOthersStarbucks Rewards members can earn and redeem Stars at U.S. Starbucks Reserve locations on eligible items including handcrafted beverages, merchandise, whole bean coffee, and select experiences.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Joe & The Juice: Global specialty coffee and juice bar chain with cafes in major cities worldwide. Operates a younger, design-forward cafe format with signature beverages and a focus on experiential retail—competing with Starbucks Reserve coffeehouses for the premium urban consumer.

Direct peers

• Sightglass Coffee: San Francisco-based specialty coffee roaster with dual roastery-cafe locations, on-site roasting visible to customers, and focus on single-origin coffees. Operates a similar 'roastery cafe' format to Starbucks Reserve on a smaller, regional scale.
• Stumptown Coffee Roasters: Third-wave specialty coffee roaster with cafes in major US cities, direct trade sourcing program, and barista training culture. Owned by Peet's Coffee (which is owned by JAB Holding). Competes with Starbucks Reserve on premium single-origin positioning and craft brewing methods.
• % Arabica: Japanese-origin premium coffee brand with flagship cafes globally (Kyoto, Hong Kong, Shanghai, Dubai, New York). Emphasizes minimalist design, signature espresso-based drinks, and architecturally significant locations—directly competing with Starbucks Reserve Roasteries on premium positioning and global flagship real estate.
• Counter Culture Coffee: Sustainable specialty coffee roaster with training centers and cafes in major US cities. Emphasizes direct trade, sustainability, and barista education—overlapping with Starbucks Reserve's sourcing and experiential workshop positioning.
• Intelligentsia Coffee: Pioneer third-wave specialty coffee roaster with cafes in Chicago, Los Angeles, and New York. Emphasizes direct trade relationships and barista expertise. Direct competitor in the premium specialty coffee category with overlapping barista training and origin sourcing approach.
• La Colombe Coffee Roasters: Specialty coffee roaster operating cafes in major US cities with emphasis on draft latte, signature beverages, and cafe experience. Closely comparable to Starbucks Reserve on the experiential cafe and specialty beverage front, though with smaller flagship locations.
• Blue Bottle Coffee: Premium specialty coffee roaster and cafe operator with on-site roasting, emphasis on single-origin coffees, and a similar experiential positioning. Owned by Nestlé but operates as a craft-focused brand, directly competing with Starbucks Reserve for premium coffee enthusiasts in urban markets.

Broad incumbents

• Nespresso (Nestlé): Global premium coffee brand owned by Nestlé, specializing in boutique retail stores for at-home espresso systems and premium coffee capsules. Operates in adjacent premium coffee territory with flagship boutiques in major cities, though focused on at-home consumption rather than cafe experience.
• Peet's Coffee: Established US specialty coffee chain and parent of Stumptown, operating hundreds of cafes across the US. Broader specialty coffee incumbent with overlapping premium positioning but wider mass-market footprint and longer history than Starbucks Reserve.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xx.com/starbucks
• YouTubeyoutube.com/starbucks
• Facebookfacebook.com/starbucks
• LinkedInlinkedin.com/company/starbucks-reserve-bar
• Instagraminstagram.com/starbucksreserve

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Starbucks Reserve Bar