Italian Artisan Baker to Create Food for New Starbucks Roasteries

 
Italian artisan baker Rocco Princi who opened his first bakery in Milan in 1986, has since expanded his business to five renowned Princi specialty stores and is now bringing his signature artisanal baked goods to all new Starbucks Roastery locations, including Shanghai and New York. 

The representatives of Starbucks said that roasteries are the perfect environment for Princi’s creations. 

“You can feel the passion and craft that goes in to every morsel of food that he makes. Rocco is in his stores, behind the counter, teaching his people and delivering visually beautiful, mouthwatering food,” stated Howard Schultz, Starbucks chairman and CEO. “I’ve been exposed to great culinary experiences around the world, and nothing comes close to what Rocco Princi creates.”
The baker is known throughout Milan for his artisanal breads, made from traditional Italian recipes.
“Baking is in his soul. That’s where his recipes begin; then it comes from his heart to your hand,” said Liz Muller, vice president of Starbucks Creative and Global Design. Muller, the designer behind Starbucks Roasteries, describes Princi baked goods and Starbucks Reserve coffees as “a beautiful marriage.”
Princi store environments are described as a subtle, yet significant part of customer experience. Natural materials, marble and earth-colored stone set the backdrop for baked items displayed using bright, warm lighting. The design of Princi bakeries allows for the transparency of ingredients. Customers can see tomatoes, peppers and flour inside display bins. This intentional presentation is similar to the Starbucks Roastery environment, where customers are thoughtfully immersed in the experience of coffee roasting.