Starbucks first introduced its Roastery concept in Seattle and is now bringing a similarly ambitious location to New York City’s Meatpacking District. Unlike a typical café, this new Roastery covers roughly 20,000 square feet and is designed to showcase the full journey of coffee—from single-origin beans to the final cup. The space emphasizes roasting and brewing techniques and features blends sourced from around the world, giving customers a chance to learn more about the craft behind their coffee.
If the Seattle Roastery is any guide, the Meatpacking location will combine cutting-edge equipment with contemporary design: sleek furnishings, advanced brewing stations, and a wide selection of specialty coffee gear. The environment can feel immersive on a first visit, with multiple service counters, numerous brewing options, and a broad display of single-origin beans and tasting choices. A central feature in the Roastery is the visible roasting area, where visitors can observe the roasting process up close.
Beyond its scale and design, the Roastery aims to be an educational and sensory experience, offering tastings, demonstrations, and a curated menu that highlights rare and unique coffee varieties. The goal is to celebrate coffee culture in a way that goes deeper than a standard café visit—showcasing sourcing, roasting, and brewing techniques while giving customers the chance to sample distinctive flavors and preparations.
New York already has hundreds of Starbucks locations, but this Roastery represents a different kind of destination: part coffee lab, part tasting room, and part retail space for premium merchandise and brewing tools. It caters to coffee enthusiasts who want to explore tasting profiles, brewing methods, and the stories behind specific beans, while also offering a visually striking environment for casual visitors.
The Meatpacking District Roastery was scheduled to open in 2018 as the Starbucks Reserve Roastery and Tasting Room. Visitors can expect a multi-faceted experience that blends education, performance, and hospitality—an elevated take on the coffeehouse model intended to highlight Starbucks’ small-lot and specialty offerings.