Starbucks Reserve is a relaxed and comfortable space between home and work, and the stores are larger than regular Starbucks stores. However, brand awareness is our challenge, people usually mix up Starbucks Reserve with the regular stores. So, the solution is that all roastery cities will host a competition among their black apron baristas to choose a blend to represent their town. When all roasteries have chosen a champion, they’ll compete and pick the best coffee to be represented in every Starbucks Reserve all over the globe.