Why Is Starbucks Launching An "Upscale" Chain Of Stores?

Recently, CNN reported that Starbucks Corporation‘s is creating a new brand of stores called “Starbucks Reserve-only” which will offer premium, small lot reserve coffee and will be twice as large as the size of the current Starbucks stores. These stores are targeted towards customers preferring more personalized and premium coffee. Starbucks plans to open hundreds of such stores starting next year. These stores will feature manual espresso machines and four brewing methods, allowing custom...