Reserve stores will be about twice the size of typical stores and exclusively sell and serve exotic, small-lot coffees that can cost $50 per 8-ounce bag. The first are planned for Seattle and Chicago. The new Reserve stores and Roasteries will serve wine, beer and spirits and bake their own pastries from Princi, a boutique Italian bakery and Starbucks partner. Executives expect customers to stay longer and spend more at Reserve cafes, driving twice the financial returns of typical Starbucks stores, which have average unit sales of about $1.6 million annually. Schultz told attendees at the company's investor meeting on Wednesday that the halo from Reserve will make Starbucks a more compelling destination while providing an antidote to customers spending more of their time and money online. "If Starbucks was a 20-chapter book, I still think we're in chapter 4 or 5," said Schultz. Starbucks already has added Reserve bars to a handful of Starbucks shops in major cities, including New York, Chicago and Atlanta.