Starbucks Hopes to Win Over Coffee Snobs With More Fancy Coffee Shops

October 20, 2016

The coffee giant goes head to head with premium roasters

Starbucks’ continues to pour money into its attempt to woo coffee snobs. On Thursday, company CEO Howard Schultz told Reuters that the chain plans to expand its line of upscale, Reserve stores — by sticking smaller versions of them inside standard Starbucks stores.

Reuters reports that, by the end of 2017, the chain will have Reserve coffee bars inside up to 1,000 Starbucks cafes. According to a company spokesperson, some of the stores will be brand new and others will be renovations of existing stores. Starbucks is currently trying to