With the ubiquity and increasing number of third wave coffee shops populating the busiest parts of Metro Manila, are the business models of the bigger and more mainstream coffee joints threatened?
Starbucks Reserve™ is opening its first few stores in Metro Manila, and is expected to serve up their range of “exotic, rare, and exquisite single-origin wholebean coffees in very small quantities.” With the first branch open in Tomas Morato since early this May, its second location in Burgos Circle, Fort Bonifacio, is set to open its doors to the public tomorrow, May 13.
Given today’s escalating local coffee culture where more options abound, and where customers have a more aroused curiosity to try newer (and sometimes more unusual) coffee experiences, Starbucks grabs this opportunity to showcase their coffees in their rawest, uncorrupted, Frappuccino-free states.
It might be difficult to unsee Starbucks for the giant coffee conglomerate that it is. Being the largest coffee chain company in the world, one would expect it to source coffee beans in incredulous amounts, and this stigma can be easily applied to the smaller, more earmarked specialty Starbucks Reserve™ stores that claim to serve the more top-of-the-line stuff. It doesn’t help that most of the coffee-related buzzwords have been carelessly thrown around so much; they might not mean anything anymore.
Understanding the importance of the coffee journey is integral in preserving its purity. After being harvested, many transit points and other processes are involved that put the coffee’s integrity at risk—and minimizing the risk has been the main challenge posed to both coffee suppliers and buyers.
Starbucks Reserve™ reassures its customers that they’ve made their coffee journey traceable by keeping track of every exchange of hands that are made—the shorter, the better. With the commitment to holding all their supply chain players accountable, it increases their safeguard against quality risks, environmental stewardship, social responsibility, and economic transparency. In short, trust in their partners and precise documentation are the tools Starbucks Reserve™ uses to bring their message across the table.
Since there are only limited quantities of the handpicked flavors Starbucks Reserve™ supplies its customers with, we can expect the offerings to be constantly varied depending on availability.