Starbucks Reserve Empire State

This is a step-up in ambition. A unique location and an intimidating size - 23,000 sqft over three floors. Starbucks is looking upmarket in terms of coffee quality, experience, store offering and vibrancy, yet is still planning for large-scale footfall and efficient operation. This must be the epitome of "mass luxury" in this market segment! The ground floor is a 'normal' Reserve-level store. The first floor houses Starbucks' first restaurant, and the basement offers a bar, training courses, events... it's an "exploratorium" for coffee. In the two years since it opened the store has had ups and downs. Initially it was a premium attempt but plagued by horrendous queues, inept flow and a disjoint between the 'high end' dining and cocktails floor meeting the 'slouch to watch social media' realities of a Starbucks. Two years in the bar is less food and more cocktails, the basement is slicker with online ordering, managed seating and slicker service, and the main lobby has returned to the usual Starbucks chaos rather than a higher level of disorder! The overall experience is solid - the highs and lows have been worked out - and is now worthy of being called a "Reserve" store. However, it's not a destination at the same level as the Roastery in Chelsea.