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Starbucks Shrinks Down, Suits Up to Appeal to New Coffee Market

Starbucks is testing new iterations of its all-pervasive coffee houses. The Seattle company said it will experiment with both express formats and upscale stores. The express outlets, intended for the New York City market by early 2015, would be smaller than current stores with limited offerings in the way of food and beverages. The rollout of its upscale coffee house has so far only been designated for one location in the Capitol Hill neighborhood of Seattle and is expected to open by December. CEO Howard Schultz has been experimenting with new formats, such as allowing select stores to offer alcohol.