Starbucks was going to open 1,000 high-end cafés. Now it will open 10

Jan 09, 2019 - Quartz

It was an aggressive plan from the get-go.

Starbucks said it wanted to open about 1,000 high-end Reserve cafés and 30 of its sprawling, 23,000-sq-ft Roastery stores as part of a long-term strategy to widen its consumer base. Now, just a year and a half into his tenure as the company’s top executive, Kevin Johnson is reining in the plans set forth by his predecessor, Howard Schultz. Instead of 1,000 fancy Reserve cafés, the chain expects to launch between just six and 10, a massive aspi...