Starbucks Plans to Open 1000 Reserve Stores

Starbucks (Seattle) announced that it is increasing its goal for how many of its more upscale coffee shops it plans to open globally. Previously, the company had expected to open 500 of its Reserve chain of coffee shops, but it has now increased that number to 1000 locations. The first location is scheduled to open next year.

“The customer is going to demand an upgraded experience,” CEO Howard Schultz said, according to Bloomberg. “We’re becoming much more bullish on what we believe the Reserve brand, in multiple forms, represents.”

The increase in these new stores represents a push from the company to differentiate its store concepts.