Starbucks has transformed from serving caffeine into leveraging technology to deliver a delicious cup of coffee. It’s innovating the experience of coffee consumption by combining its products with an imaginative menu of beverages and using a well-integrated service design strategy with retail design in designing stores and more. For instance, not so long ago, they ventured with an innovative concept of giving coffee connoisseurs a peek into some of the finest javas on the planet in a relaxed, informal ambience, and they rightly named this experience ‘Reserve’ for the peculiar seating arrangement that resembles…you guessed it, a local bar! The first outlet opened in Seattle in 2017 and here’s what Starbucks has to say on its exclusive ‘Reserve’ experience:
Starbucks Reserve is a selection of the rarest, most extraordinary coffees Starbucks has to offer. It’s where we push our own boundaries of craft, developing a unique roast for each individual lot before experimenting with coffee as an art form—brewing, aging [sic], infusing and blending it into imaginative and often surprising creations. Through our Roasteries and bars, we share our discoveries and the enjoyment of exceptional coffee with the world.
As I said, it’s targetted at the coffee connoisseurs, so despite the excitement, I waited and finally got the opportunity today to visit the first Starbucks Reserve in Toronto. I had passed by this area at ‘Shops at Don Mills’ a couple of times, having read that there are only a handful of these premium Starbucks coffee locations around the world, I am lucky to experience the aura personally. There’s another retail concept on the same lines which is called the ‘Reserve Roastery’ that provides an immersive coffee experience to the consumers complete with freshly roasted coffee beans and a rare set of coffees from beans that are aged in whisky barrels (whoa!). I am longing to be there sometime in the future to wallow in the aroma of roasting java. (Tokyo, perhaps?)
Starbucks’ Reserve Experience
Back in Toronto, as soon as I entered this store, the first thing I noticed was obviously the strong smell of fresh coffee, I can bet this one was distinctly different from the regular Starbucks’ outlets. The outlet is comparatively larger and offers a special takeaway menu-card, with a selection of coffee, tea and chocolate savouries, the names of which you haven’t heard before. Of course, one can order the regular Starbucks beverages, but the point of visiting the ‘Reserve’ today was to enjoy the exclusive drinks.
Glancing through the menu my first thought was, “since when did a cup of coffee get so complicated?” Just kidding. But there are myriad varieties on the list divided into several brew types, for example, Spiced Ginger Cold Brew, Nitro Cold Brew, and so on, besides the drinks infused using the hi-tech Clover® brewers (that thing is next on my bucket list). So just for kicks literally, I went with the Nitro Dirty Chai because, hey, I was sure consuming some Nitrogen wouldn’t kill me instantly. It doesn’t need a mention, but still, the order-to-deliver experience was friendly and smooth. They even serve in Reserve branded grey ceramic cups!
I know this one’s a regular cup because I didn’t get served in that shiny ‘Star R’ special cup. But that’s besides the point, the drink was strong, aromatic, cold and loaded with potent caffeine power, (or nitrogen if you decide to fly) one that could only be acquired at the special Reserve. So I’d suggest, go and get your caffeine fix today at this place!
