Story by Cassie Kaye
Starbucks announced on Tuesday the launch of their new online subscription service, which gives customers access to its line of small-reserve coffee for a monthly fee. The super-premium coffees will arrive at customers' doorsteps just days after being roasted at the Seattle Reserve Roastery and Tasting Room, providing a fresh peek into the "fastest and most innovative whole bean coffee experience in the marketplace," according to Howard Schultz, chairman, president and chief executive officer of Starbucks.
Coffee-lovers can sign up for a curated subscription put together by Starbucks' expert baristas or create their own subscription box of coffees, teas and Starbucks VIA instant coffee packets. Subscriptions are easily built and customized by clicking "add to subscription" under your favorite products in the online store. Curated subscriptions can be purchased in a three-, six- or 12-month batch, or month-to-month, all at $24 per month. The cost of personal subscriptions will vary depending on the items you choose, but all personal sets receive a 5 percent discount, and you can choose how often you receive your subscription, from once a week to once every other month.
This announcement comes along with two new menu additions, a tiramisu latte and a caramel flan latte, seasonal inclusions for the remaining winter months. Starbucks also recently listened to customers who asked for a coconut milk option (the second-most requested items of all time after a customer loyalty program), and Single Origin Sumatra Coconut Milk is a new, permanent addition to the menu. The dairy and soy alternative will cost an extra 60 cents to add to your morning — or afternoon — pick-me-up. Customers can also enjoy some of Starbucks' Reserve coffees in-store without a subscription for a limited time.