Starbucks removes branding of the Howard Schultz-approved Italian bakery company from eight Starbucks Reserve restaurants in the U.S. and China
Joanna Fantozzi
Starbucks is removing branding of Princi baked goods from eight of its Roastery and Reserve locations in the U.S. and China, the Seattle-based coffee chain confirmed on Thursday. Starbucks clarified that while the availability of menu items like ciabatta sandwiches and tarts in these locations will not change, the Princi branding will be removed from menus and signage.
Starbucks’ partnership with Princi began in 2016, when the coffee chain announced an investment in the gourmet Milanese bakery and café concept. From then, Starbucks became a global licensee of the brand and began to sell its baked goods at the higher-end Reserve stores and Roasteries. In 2018, Starbucks opened its first standalone Princi bakery location in the U.S., in Seattle.
Moving forward, Princi-branded menu items will still be available at 11 Starbucks Reserve locations in Tokyo, as well as 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 and prepared daily by our chefs, as well as continuing to work with Princi in our Tokyo Roastery and Reserve locations, and our Milan Roastery,” Starbucks said in a statement.
The decision to begin phasing out the partnership between Princi and Starbucks was a business-based decision that was made before Brian Niccol took the helm as CEO in September.
Starbucks currently has six Roasteries globally (three of which are located in the United States), as well as three Reserve stores in the U.S. There are currently no plans to close any Starbucks Reserve stores.
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