Starbucks Reserve Roastery opens in Tokyo

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In terms of changing brand perceptions, Starbucks’ Reserve Roastery outposts in Seattle, New York, Shanghai and Milan might be said to have done the job. Yet now another branch has opened in the coffee brand’s third largest market, after the US and China, Japan.

The new Starbucks Reserve Roastery in Tokyo trades, if that is the word, from four floors and covers 32,000 sq ft, making it the biggest to date and adding an external element with a terrace that lets lucky coffee drinkers admire the city skyline from the store’s top level. It is the use of copper and smooth-planed wood that make this instantly recognisable for what it is and it is a mark of the success of the format that with just five outlets under its belt that this should be so.

There is just one more Reserve Roastery on the drawing board, which should see the light of day in Chicago later this year, if all goes according to plan. The Tokyo store welcomed its first caffeine lovers last week.