Starbucks ups store count for its new upscale chain

Starbucks is bullish about its new café format, Starbucks Reserve, which will target a more sophisticated audience with premium coffees and food offerings.



The company had previously said it planned to open 500 Reserve locations globally, with the format making its debut next year. But it is looking to open as many as 1,000 locations, Bloomberg reported.



“We’re becoming much more bullish on what we believe the Reserve brand, in multiple forms, represents, Starbucks CEO Howard Schultz said in the report.



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