Starbucks Reserve Bakery Café Is Ready to Conquer Chinese Consumers

Starbucks has recently unveiled its first Starbucks Reserve Bakery Café, featuring fresh Italian Princi food, in China. This brand new in-store experience is dedicated to the premium Starbucks Reserve coffees served alongside artisanal and made-to-order food prepared by Princi bakers onsite every day.

Each baker working here has been trained in the Italian baker Rocco Princi’s distinctive method of artisanal craft of baking to perfect the recipes for each food item. The cafe also features an expanded menu.

“Today marks yet another significant milestone as we take everything we have learned around coffee and our relentless pursuit for food innovation, to create a new exciting all-day cafe dining and Italian aperitivo experience,” said Belinda Wong, CEO Starbucks China.

Authentic, freshly prepared food is the centerpiece that creates the vibrancy and intimacy within the café. Customers can share meals with family and friends at the large community table just feet away from the baking oven and the display of food creations. The expanded Princi menu offers more than 100 different artisanal food items freshly prepared onsite throughout the day.

Starting from breakfast, customers can enjoy cornetti sandwiches made with prosciutto cotto, yogurt with fruit and grains, and made-to-order baked eggs or portobello sauce. For lunch, the menu features a variety of enticing soups, focaccia sandwiches, pizzas, and for the first time, salads, including Chicken & Artichoke with Taggiasche Olives. In the afternoon, the selections will expand to include indulgent Italian cakes, tarts and desserts, including the classic Tiramisu and Delizia al Limone. On weekends, the cafe features a selection of classic Princi brunch menu items, such as the frittata and whole portobello plate, to tantalize the taste buds of both young and old.

“I am excited to work with my Princi partners, and Starbucks, to unlock the infinite possibilities of Princi food elevating every daypart for our Chinese customers, from breakfast, lunch, to the new evening Aperitivo experience. This exceptional opportunity to pair Starbucks Reserve coffees with Princi’s 30-year heritage of serving only the freshest and artisanal food, in a brand new store format, is another dream come true for me,” said Princi.