The ubiquitous Seattle-based coffee roaster known for bringing fancy caffeinated drinks into the mainstream is upping its game with more exclusive brews poured by specially trained baristas at a new Ottawa location.
Starbucks鈥� Byward Market coffeehouse opened its doors Wednesday. It will be the first in Canada to feature an experimental 鈥淩eserve bar鈥� serving small-lot handcrafted coffees created through state-of-the art brewing techniques.
The new up-market offerings are aimed at serious coffee nerds who can appreciate the nuances between rare Sumatran and Ethiopian beans.
The gourmet treatment does not come cheap. A grande Siphon brew will set you back $10 plus tax.
鈥淚t's really for that discerning coffee lover customer who is looking for that elevated experience, and gets really excited about their cup of coffee,鈥� company spokesperson Madeleine Lowenborg-Frick told CTVNews.ca.
The Reserve bar鈥檚 special siphon brewing machine is said to be one part science experiment and another part theatre. Water is heated into vapor and passed between glass chambers before the coffee is brewed -- all part of the unique customer experience.
鈥淗andcrafted coffee isn鈥檛 something new for Starbucks, but this is taking it to whole other level,鈥� said Lowenborg-Frick.
The Byward Market store will also be the only Canadian location fully staffed with so-called 鈥渃offee masters,鈥� specially trained baristas who have achieved the highest level of coffee proficiency within the company. Starbucks awards them special black apron to wear instead of the standard green.
Interested coffee lovers can get some face-time with these experts. They can talk you through the flavour profiles of limited edition coffees from around the world that you may only get to taste once.
鈥淭he coffees are dependent on the climates. Even if we get it from the same place, it's not necessarily going to be the same flavour. They are all exclusive,鈥� said coffee master Tim Barretto-Burns.
The new, more bespoke offerings follow the roll-out of Nitro Cold Brew taps in Canada last month. This trendy take on iced coffee is infused with nitrogen gas and released through a pressurized tap -- not unlike a pint of draft beer.
Starbucks has recently released a bevy of creative upmarket food and drink choices to stand apart from rivals Tim Hortons and Second Cup, including wine and craft beer at some Canadian stores.
The strategy appears to be working. The global leader in specialty coffee is on track to top US$20 billion in revenue this fiscal year, even as spot prices for coffee beans continue to climb.
鈥淲e believe the company鈥檚 ongoing food and beverage innovation efforts are being well received by consumers,鈥� PiperJaffray analyst Nicole Miller Regan said in a note to investors. 鈥淭he pipeline of new 鈥� products paired with marketing creates the opportunity to drive incremental traffic and sales over time.鈥�
