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Starbucks raises the curtain on its new store at the Royal Theater

  • The store occupies 90 m2 in surface area and has a 32 m2 terrace. The design pays homage to all the theatrical tradition of the emblematic Madrid building.
  • A team of 12 baristas, trained to prepare more than 86,000 different varieties of beverages, will offer customers personalized coffee experiences.
Madrid, 13th June, 2018.

 Starbucks, the leading coffee roaster and distributor in the world, opened its new store today at the Royal Theater of Madrid. The entrance to the location is in Plaza de Isabel II square, one of the most central areas in the city and just a few meters from the main entrance to the Royal Theater and Plaza de Oriente gardens. 

The opening of this new Starbucks is part of the expansion plan through which the brand wishes to consolidate its presence in strategic places around the capital city, now with 58 stores in the Region of Madrid and 132 throughout Spain.

Starbucks Royal Theater is in a privileged enclave. Besides being one of the most important 19th century Spanish architectural jewels, this theatre has hosted musicians of the likes of Verdi, Rossini and Wagner throughout its history.

A store that pays homage to the world of theater

The all-new Starbucks Royal Theater store has an indoor surface area of 90 m2 and a 32 m2 terrace. The proposed look in the new store aims to pay homage to the theater concept with a contemporary image that contrasts with the Neoclassical architecture of the building. Indoors, the counter area features artisan-made wooden paneling in imitation of a stage. And to reinforce this concept, the decoration of the rest of the premises has been simplified as much as possible to put the focus on the area where the baristas work.

The store space was divided into two with the installation of a dark wood-paneled wall. Paintings with motifs that reflect the origins of coffee have been hung on it. The two atmospheres created inside this location connect together through an area with fluffy chairs all along the wall. 

And a curtain has been placed all around the store to amplify the theater experience. Thus, customers will feel like they’re inside a theater where coffee is centerstage.

12 baristas to offer personalized coffee experiences

The Starbucks Royal Theater store has a staff of 12 baristas - coffee experts trained to be able to prepare up to 86,000 combinations of different and customized beverages to order in an artisan way. They all know how to identify the different types of coffee, origins and roasting processes as well as the different degrees to be able to suggest the most adequate combinations to boost the flavor and emphasize the characteristics of each variety.

Besides receiving recommendations from our baristas, future customers who of this Starbucks may choose everything from the type of coffee to the type of milk and syrups and enjoy the taste of the brand’s delicious beverages such as their famous Latte or Cappuccino made with the best 100% Arabica coffee and perfectly whipped milk.

About Starbucks:

Starbucks Coffee Company has been committed since its foundation in 1971 to work with the supply of raw materials in an ethical way and the production of the best Arabica coffee in the world. Nowadays, with stores all over the world, the company is the first coffee roaster and distributor in the world. Thanks to its commitment to excellence, Starbucks Coffee Company offers a rewarding experience that enriches the lives of people cup by cup. To share this experience, visit

About Grupo Vips:

Grupo Vips is one of the leading multi-brand and multi-format groups in the organized restaurant sector in Spain. The company manages a total of six well-known brands it either owns or operates under franchising agreements: VIPS, VIPS Smart, GINOS, Fridays, Starbucks and wagamama. Moreover, Grupo Vips has a premium sandwich, salad and take-away product factory, BSF. The company manages a total of 400 locations serving more than 120,000 customers a day. It runs a pioneer and restaurant sector-leading loyalty program, Club VIPS, with more than 1,000,000 members throughout Spain.  The App, which is unique in the market and was released at the end of April 2015, has already been downloaded more than 1 million times. Grupo Vips is a private equity company which was founded in 1969. Seventy percent of Grupo Vips shares are held by majority shareholders and founders, led by the Arango family, and 30% are held by the ProA Capital fund. Grupo Vips employs more than 9,300 people and ended fiscal year 2017 with 415 million euros in turnover. For the second consecutive year, Grupo Vips was listed in the ranking of the companies with the best reputation in Spain, as per the RepTrak® Spain 2018, as the only restaurant business to be included on the list.