Starbucks to test Reserve concept before commercial roll-out

|About: Starbucks Corporation (SBUX)|By:, SA News Editor

Starbucks (NASDAQ:SBUX) CEO Kevin Johnson is reeling in some of the high-flying goals of founder Howard Schultz, according to The Wall Street Journal's Julie Jargon.

For starters, Starbucks plans to test six to 10 Reserve stores before considering an expansion anywhere close to Schultz's target for 1K Reserve locations.

Johnson also seems more committed to financial discipline and shareholder returns than his predecessor.

Update: Starbucks says the details around the Reserve Store and Reserve Bar formats are not new and were discussed during an investor conference last summer. The company also notes that its aspirational goals for both Reserve Store and Reserve Bar formats remain unchanged.

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