Starbucks (NASDAQ:SBUX) is opening its first-ever express format store across the street from the New York Stock Exchange. The new streamlined store at 14 Wall Street is 538 sq. ft., tailored toward elegance and efficiency, and is being called the "espresso shot" version of the Starbucks store experience.
The store is on the ground floor of the Fourteen Wall Street Building, a New York landmark that first opened in 1912 as the headquarters of the Bankers Trust Company.
"This location on Wall Street was intentionally designed to take what's at the heart of our cafes and distill that for a smaller space," said Bill Sleeth, Starbucks VP of store design. "It is the perfect example of how to balance high design, attention to detail and efficiency, while maintaining what is unique to who we are—our coffee and the connection between our customers and partners."
Upon entry to the store, consumers are greeted by a Starbucks employee who will take orders on a handheld device. The mobile point-of-sale positions throughout the store will help manage wait times. Mobile POS was first integrated at the Starbucks Reserve Roastery and Tasting Room in Seattle.
A digital menu board will display on four low-glare monitors and include options tailored to New York consumer interests. At night, this display also serves as a form of art with glowing images of coffee farms streaming in the front window.
The bar is low and the kitchen is widely framed, like a show kitchen, so that workers are able to interact with customers from every point in the store.
Starbucks plans to open four more express format stores in New York this year. Mobile ordering and pay and a delivery service will pilot in the city later this year. In addition, Starbucks will add 500 coffee Reserve bars worldwide, serving rare, small-lot coffees. Starbucks plans to open another Roastery in Asia in 2016.
-See this Starbucks press release
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