Starbucks Grinds Forward

Starbucks Corp SBUX is looking to remake its image and attract the hipster coffee drinkers that it initially built its business on. The company’s popularity has skyrocketed over the past five years, making it the number two coffee provider in the US, behind Dunkin’ Brands Group Inc.DNKN. 

On January 6, Starbucks will roll out a new “flat white” coffee inspired by Australia’s beverage of the same name. The drink will consist of two shots of espresso together with steamed milk. The coffee will be similar to a latte, but with more milk and a smother texture. 

The introduction of the flat white is part of Starbucks’ latest effort to revamp its brand name and pull in coffee fanatics with a new, more upscale line of drinks. In 2014, Starbucks opened a “Reserve Roastery” in Seattle where premium drinks are served, something that could catch on soon in other states.

Starbucks is planning to expand heavily over the next five years in order to recapture the excitement that used to surround its stores. The company is expected to invest heavily in opening more stores in China as well as expanding the growing role that coffee plays in American culture. 

Their “Reserve Roastery” locations will strive to provide an experience similar to that in a brewery, where customers can sample flavors and learn about the coffee making process while enjoying high quality beverages. In addition to the premium line of drinks, Starbucks is planning to introduce a night menu that will include alcohol, something investors are also excited about as it offers a huge profit margin.