For those customers looking to get an extra fill from Starbucks, the coffee company announced yesterday (Feb. 17) the launch of its fresh delivery subscription program that provides consumers exclusive access to selections from its own Seattle Reserve Roastery and Tasting Room.
Just in case Starbucks' customers weren't dishing out enough green to keep their cup of joe addictions percolating, Starbucks is now offering a monthly and annual subscription option for those customers who want the West Coast experience without the trip. Every month, subscribers can have access to what it calls "small-lot coffees" that are exclusive to online customers and those visiting the roastery. Orders are guaranteed to be delivered fresh to the customers' doors within three to five days of being roasted. The subscription options are either paying $24 for a month or $288 for the entire year.
This speciality service extends Starbucks' attention to small-roast brews as it recently started selling single-origin coffees from the highlands of Santa Rosa, Guatemala and Rwanda’s Rift Valley. Starbucks CEO Howard Schultz shared his thoughts on the perks of the service in a company news release.
“Starbucks Reserve Roastery subscriptions are – aside from visiting the Roastery and having our partners scoop the coffee right in front of you," Schultz said. “The Reserve Roastery and Tasting Room has redefined what customers expect from a brick-and-mortar retail experience. Combining the magic of this unique retail theater with our digital infrastructure brings two of our best assets together and ensures that customers can experience the world’s rarest coffees in the privacy of their own homes or anywhere else they might want the most premium coffee we offer.”
Starbucks Reserve Roastery and Tasting Room opened at the end of 2014, which is its speciality option that provides the coffee company's small-batch deluxe brew. While other brick-and-mortar retailers are shutting down, Starbucks has experienced the opposite — opening 512 net new stores in this year's first quarter alone.