Starbucks opened its first upscale café and roastery on Friday in hopes of tapping into the small but growing market of coffee connoisseurs. Over the next year, the company has plans to open at least 100 stores roasting and serving rare, small-batch coffee beans in major U.S. cities. Starbucks established its inaugural Reserve Roastery and Tasting Room in Seattle, just nine blocks from its original café. “We’ve dreamed about this moment when we can open up such an immersive experience, where we can demonstrate all the aspects of drama, romance, theater of roasting coffee,” Starbucks Chairman and CEO Howard Schultz said during an appearance on CNBC, as the new store's baristas bustled behind...
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