BURLINGTON, Mass.-Green Mountain Coffee Roasters (GMCR) has opened the first Keurig store, located here.
The store, which measures 1,900 square feet, is designed the showcase the full line of Keurig brewing systems and beverage packs. It features the Pick-a-Pack wall, which allows shoppers to build their own boxes of individually selected Keurig beverages. It is also intended to provide what GMCR called “an intimate environment” in which shoppers can taste Keurig beverages and use interactive touch screens that have a beverage selection tools.
Also in the store is central demonstration and tasting areas which are meant to be reminiscent of a family kitchen.
Mark Wood, senior vice president of GMCR, said, “The opening of our own retail stores allows us to connect with fans in a new and inventive way by offering a one-of-a-kind destination for shoppers to learn more about our brands, interact with our brewing systems and fall in love with Keurig.”
A Keurig spokeswoman said there are no plans at this time to open other Keurig stores. She added that this store serves as “a learning lab of sorts” enabling the coffee brand to test new products on consumers, among other purposes. Depending on the store’s success, the brand may plan to open other stores, she said.