bake - September 2018 - 53

by complimentary small plates. Customers can relax on the

Roasteries, the relevancy of the third place and the over-

patio, which will open up to a planned new city park later this

whelming reception of freshly baked Princi food to an environ-

year. The smell of rosemary from nearby plantings evokes the

ment that will re-deﬁne customer connection and continue

hills of southern Italy where Princi's journey began.

to serve as a halo to the rest of the business," says Howard
Schultz, Starbucks' executive chairman.

"When you go to Italy, you'll always ﬁnd people on the patio,"
Davies says. "I hope customers will come here and ﬁnd the

The Reserve store is open to the public on the main ﬂoor of

spirit of Milan."

the building that houses Starbucks headquarters in the SoDo
neighborhood of Seattle. There, customers experience the full

The standalone Princi store makes Seattle the ﬁrst city in the

beverage menu available at the Seattle Reserve Roastery, but

world to offer the full suite of experiences from Starbucks Siren

with a few new items including Nitro Draft Latte and Spiced

Retail business, dedicated to its premium Reserve brand, which

Ginger Cold Brew on tap as well as new espresso drinks such as

includes a Reserve Roastery, a Reserve store, Starbucks stores

the Bianco Mocha.

with a Reserve coffee bar, and now Princi stand-alone stores.
Additional standalone Princi locations are expected to open

The Princi menu continues to offer customer favorites including

this fall in Chicago and New York.

cornetti, brioche, Pizza Mozzarella di Bufala, focaccia sandwiches, and the space includes a full mixology bar serving

Earlier this year, Starbucks opened its ﬁrst Reserve store, a new

traditional Italian Aperitivo, aromatic Italian cocktails such as

store format from the company's Siren Retail business dedi-

Aperol Spritz, Milano Torino and Negroni᩿Sbagliato, for after-

cated to its premium Reserve brand.  This new location compli-

noon and evening customers.

ments Starbucks' suite of premium store formats already open,
anchored by the company's immersive Reserve Roasteries,

Designed in an open, marketplace style, customers can engage

which bring to life the theater of coffee roasting, brewing and

with and order from partners (employees) at the Princi counter

packaging for customers. Siren Retail also includes Starbucks

or Reserve coffee bar, then gather with family and friends at

Reserve bar locations and Princi bakeries, each of which

community tables or lounge areas around two ﬁreplaces. On

uniquely tell the story of Starbucks small-lot Reserve coffees,

view is the Princi kitchen where customers can see breads and

provide freshly-baked Princi food and offer mixology for the

pastries being made and fresh ingredients prepared daily.

evening daypart.
"While our roasteries are designed to be bold, educational
"Over 40 years ago Starbucks set the standard for the third

environments, our Reserve store takes the best of coffee craft

place experience and at the time it was unprecedented, giving

as well as artisan baking and layers in a marketplace-style

our customers a place to connect with each other in new

customer experience creating a space that has both energy

ways. Today marks another signiﬁcant milestone as we have

and moments of intimacy" says Liz Muller, senior vice president,

taken everything we have learned from our highly successful

Creative, Global Design & Innovation. 

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