Starbucks Reserve

Starbucks Reserve makes money by selling very high-end coffee and food in beautiful, giant “roasteries” that look like coffee factories. They give fans a “destination” where coffee feels like a gourmet meal. They stay special by offering rare beans and brewing methods you can’t find in a normal shop. Their secret is the “theatre” of the experience; people stay longer and spend three times more money because the building itself is the attraction. They use Brand Leverage to run an Experience Selling model through flagship locations.