Starbucks announced on Thursday that it will phase out the branding of Princi baked goods at eight of its Roastery and Reserve locations in the U.S. and China. While menu offerings, including ciabatta sandwiches and tarts, will remain available, the Princi branding will be removed from both menus and signage.
Starbucks partnered with Princi in 2016, investing in the gourmet Milanese bakery and café concept, which allowed the coffee chain to serve Princi’s baked goods in its high-end Reserve stores and Roasteries. The first standalone Princi bakery in the U.S. opened in Seattle in 2018.
Going forward, Princi-branded items will still be offered at 11 Starbucks Reserve locations in Tokyo and the Roastery in Milan. “We look forward to continuing to offer customers at our Starbucks Reserve locations in the U.S. the same menu of handcrafted, artisanal food made from high-quality ingredients,” Starbucks stated.
This decision to phase out the partnership with Princi was made for business reasons prior to Brian Niccol’s appointment as CEO in September. Currently, Starbucks operates six Roasteries worldwide, including three in the U.S., and has no plans to close any Reserve stores.
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