Starbucks is closing stores across North America and laying off 900 non-retail employees as part of its turnaround plan.
Among the shuttered locations is one of the brand’s most iconic: the Seattle Reserve Roastery on Capitol Hill.
The roastery, which opened in 2014 as Starbucks’ first of its kind, became a destination for coffee lovers with its expansive tasting room, experimental menu, and even cocktails.
It was also one of the company’s first unionized stores, serving as a stage for rallies and protests.
This week, its doors were boarded up following a letter posted by the company announcing the closure.
The note thanked the Capitol Hill neighbourhood for years of loyalty and said the “meaningful connections” made there “will not be forgotten.”
In an official message on the Starbucks website, CEO Brian Niccol explained that the closures are part of the company’s “Back to Starbucks” plan.
“During the review, we identified coffeehouses where we’re unable to create the physical environment our customers and partners expect, or where we don’t see a path to financial performance, and these locations will be closed,” Niccol said.
He added that Seattle is central to Starbucks’ identity, making the decision to close the roastery and another Reserve store in SoDo especially difficult.
The company says its goal is to refocus resources on coffeehouses that can deliver an elevated customer experience and long-term sustainability.
Severance and support packages will be provided to affected employees.
Starbucks expects to end its fiscal year with 18,300 stores in North America, down 124 from the year prior.
For the last couple years, Starbucks has been closing down stores – mainly those that were up on their leases.
Several previous employees has voiced their dissatisfaction on TikTok about the most recent set of closures, for the lack of heads-up and frustration with management not aiding in shifting previous staff to other stores.
For many, the closure of the Capitol Hill Reserve Roastery marks the end of a cultural landmark that was as much about gathering as it was about coffee.
Will Starbucks be able to fix its problems? Time will tell.
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