TEA IQ The store will be staffed with 12 workers with a "high tea IQ,
according to Hart Shafer. Typically, three will be out front taking orders, operating the brewing and latte-making equipment, preparing iced teas and filling and weighing pouches of dry tea. Pastries, packaged chocolate, snacks and treats are on offer along with merchandise such as teapots, electric kettles, ceramic cups, travel mugs and tea-inspired utensils. Loose-leaf teas include a selection of single-origin and
"
Gathering around the tea bar with the sight and smells from jars of ingredients makes it more accessible, experiential.
"
NO MERMAID While the original Starbucks, which opened in 1971,
orthodox along with blended teas and a large variety of herbals. Honey and infused sugars, natural sweeteners and popular tea additions are available for sale and to mix at the condiment station. Tea will be sold by the ounce at "very competitive" prices
that range from $2 to $15 per ounce, Cain says. Tazo's tea selection, the work of veteran buyer Keith Hutjens, is well regarded. Since its founding, Tazo has established a reputation for unusual and complex blends. Tea will not be hidden behind the counter as in so many
shops, Cain says. "American consumers have blurred the lines in what they
" says Cain. "You lose track of that in a teabag.
call tea. At the end of the day they are seeking beverages made from high quality ingredients. Whether blending a mix of pure Camellia sinensis or chamomile or lemon grass, they simply want great taste,
300 TEAS FREE SAMPLES
ORGANIC / FAIR TRADE
featured tea, coffee and spice, there will be no mermaid sign in front of the Tazo store, Hart Shafer says. Tazo is repositioning the brand away from its "mystical" origins, to emphasize the quality of ingredients and authenticity of origin. One third of the teas on offer will be single-origin. Stores will be distinguished as a standalone brand among
the "emerging brands" in the Starbucks portfolio. "We see it as a huge multi-channel opportunity,
to broaden its retail reach beyond the iconic cafés, which number 12,000 in the U.S. and another 5,000 in 60 other countries. Last year Annie Young-Scrivner, chief marketing officer of
Plans now call for only one store, but Starbucks is committed " Hart Shafer says.
Starbucks, told stockholders at the company's annual meeting: "Tea is huge. Starbucks is reinventing a traditional beverage. "When they see an opportunity, Starbucks starts small
"
and then does things big. We need consumer feedback and to test the market. The company is exploring a lot of channel strategies to determine what is right for tea in the market," Cain says, adding that at this point "we are not wed to any particular strategy.
" SCR
Eco-Prima Tea Quality. Variety. Green.
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