In a second run at the bakery business, Starbucks has opened the doors to a brick-and-mortar location of Princi bakery and café in the U.S. The coffee chain had previously shuttered all of bakery chain La Boulange’s locations after acquiring the company in 2013, Chain Store Age reported.
Currently, Princi provides items to Starbucks Reserve Roastery locations as the exclusive food supplier. Beyond that arrangement, Princi has brick-and-mortar locations in London and Milan. Much like those locations, the new location of Princi in Seattle has ovens that bake items in the store. Items at the location include pizza, focaccia sandwiches and other baked goods.
“When you first walk into a Princi bakery, you’re suddenly hit by the energy, the theater, the smell,” Christian Davies, Starbucks VP, creative global design & innovation, said in an announcement. “Your first impression is the abundance and seduction of food. That’s what we’re trying to create with a distinctly Italian look and feel to bring that passion to life.”
The news comes a little more than two years after Starbucks announced it was investing in Princi, the Italian boutique bakery and café, known for its artisan breads. Starbucks joined a global investment team that included Angel Lab and Pekepan Investments.
The group was focused on expanding the number of Princi locations worldwide, as well as making Princi the exclusive supplier of food at the new Starbucks Reserve Roastery and Tasting Rooms in New York and Shanghai. The two new stores were announced in 2016 and were to sell Starbucks line of premium, small-lot Reserve coffees.
“We have never baked in our stores in 45 years. But all of that will change with the creation of this unique partnership,” said Howard Schultz, Starbucks chairman and CEO, in a press release announcing the deal. “I can think of no better pairing for our most premium coffee experience and am excited by the possibilities we envision in Princi food elevating every daypart — breakfast, lunch and dinner — in Starbucks Roasteries and Reserve Stores.”