Starbucks Brings Renowned Italian Princi Bakery to the U.S. Inside Seattle Reserve Roastery
November 07 2017 - 3:01AM
Business Wire
Acclaimed artisan baker Rocco Princi brings the
craft of bread baking, exceptional ingredients and the “Spirito di
Milano” to customers for the first time in the United States
Freshly baked onsite, the artisanal Italian
food experience joins the premium Starbucks Reserve® brand
as the exclusive food pairing to its rare, small-lot coffees
The Seattle location is part of Starbucks
investment in expanding Princi™ globally through its Starbucks
Reserve® retail formats as well as standalone Princi boutique
stores in 2018
Starbucks Coffee Company (NASDAQ: SBUX) today announced the
opening of the first Princi bakery and café location in the United
States at its Starbucks Reserve Roastery in Seattle. The Roastery
opened in December 2014 as an homage to coffee, a completely
immersive and sensorial space that redefined customers’
expectations of a retail environment. Completing this new customer
experience is the introduction of Princi, offering freshly baked
Italian food crafted from Rocco Princi’s recipes, which has gained
a devoted following in his six stores across Milan and in London’s
Soho neighborhood.
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Acclaimed artisan baker Rocco Princi
brings the craft of bread baking, exceptional ingredients and the
"Spirito di Milano" to customers for the first time in the United
States. (Photo: Business Wire)
Princi will become the exclusive food offering in all new
Starbucks Reserve Roastery locations including Shanghai, opening in
December 2017, Milan in late 2018, and New York, Tokyo and Chicago
thereafter.
“Rocco Princi is an artisan who, at an early age, discovered a
love of bread making and through determination as well as an
obsession for finding the perfect ingredients, has created an
Italian food experience that I think is unparalleled,” said Howard
Schultz, executive chairman, Starbucks. “His passion for authentic
food and respect for Milanese culture come through in everything he
does, and I think our customers are going to fall in love with
Princi.”
Born in Calabria, Italy, Rocco Princi began as a baker’s
apprentice and opened his first store at the age of 21 in the Villa
San Giovanni. With the motto, “hot bread all day,” demand quickly
exceeded his expectations and Rocco moved to Milan, opening a shop
in 1986. Designed with ovens as the centerpiece of his stores,
Rocco Princi and his team bring the theatre of baking to life using
simple, yet sacred artisanal techniques, and exceptional
ingredients sourced specifically for each fresh food offering.
Sourced without compromise and baked without shortcuts is what
defines Princi food.
At the newest Princi location in Starbucks Reserve Roastery in
Seattle, a team of bakers and chefs bring over 125 years of
experience to Princi recipes. Much like Rocco’s European locations,
the Seattle store is centered around ovens with food across every
daypart baked fresh onsite. More than 100 menu items – from flaky
cornetti to focaccia sandwiches filled with salame Milano and
mozzarella di bufala or crostata fragola – will be available daily,
using ingredients imported from Italy, 25 of which are specifically
for Princi. The food will be displayed in abundance as a Commessa
guides customers through the breadth of offerings.
“Today, I am realizing a dream that I have had since I was a
young man, and I am grateful to Howard for his vision to bring
Princi to the world,” said Rocco Princi, founder, Princi. “Having
worked side by side with the team that Starbucks has assembled, I
have seen firsthand their talent as well as the attention they have
given to ensuring that the fresh, authentic, handcrafted
ingredients that define the Princi experience are being honored. I
am excited and humbled that the people of Seattle will now be able
to experience our food.”
In 2016, Starbucks announced that it had joined a global
investment team – which includes Milan-based Angel Capital
Management and Pekepan Investments – to expand Princi bakeries into
international markets. In addition to the Starbucks Reserve
Roastery locations, Starbucks plans to open Princi standalone
stores starting in 2018.
About Princi
Princi is a Milanese institution built around baking a range of
quality hand-made, wood-fired breads. You can learn more at
http://www.princi.com/
About Angel Capital Management
Founded by Angelo Moratti together with Paolo Gualdani, Angel
Capital Management is a Milan-based private investment firm that
provides long-term growth equity for global companies in the
consumer and lifestyle sectors. More information on
www.acm.capital.
About Pekepan Investments
Pekepan Investments is an independent European investment group
owned by private investors, which have historically have invested
alongside Angel Capital Management.
About Starbucks
Since 1971, Starbucks Coffee Company has been committed to
ethically sourcing and roasting
high-quality arabica coffee. Today, with more than 27,000
stores around the globe, Starbucks is the premier roaster and
retailer of specialty coffee in the world. Through our unwavering
commitment to excellence and our guiding principles, we bring the
unique Starbucks Experience to life for every customer through
every cup. To share in the experience, please visit our stores or
online at news.starbucks.com and Starbucks.com.
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Starbucks Coffee CompanyHaley Drage,
206-318-7100press@starbucks.com
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