Bakers Journal

Starbucks’ Reserve bakery concept opens in Seattle

February 27, 2018
By Bakers Journal

Customers can see breads and pastries being made in the Princi kitchen of Starbucks' new Reserve store.

Seattle, WA – Starbucks has opened a marketplace-style retail format that combines elements of its Reserve Roasteries with freshly baked Italian food from Rocco Princi in what it calls the “third place” community experience.

Located at Starbucks’ Seattle headquarters and open to the public, the store is designed in an open, marketplace style where customers can engage with and order from the Princi counter or Reserve coffee bar, then gather at community tables or lounge areas around two fireplaces.

The company plans to open up to 1,000 Reserve store locations worldwide as part of its ongoing investment in bringing a suite of premium store experiences to customers, Starbucks said in a news release.

The Reserve store is open to the public on the main floor of the building that houses Starbucks headquarters in the SoDo neighborhood of Seattle. The menu includes beverages available at the Seattle Reserve Roastery and several new items such as Nitro Draft Latte and Spiced Ginger Cold Brew and espresso drinks.


The Princi menu includes cornetti, brioche, Pizza Mozzarella di Bufala, focaccia sandwiches.

The space also provides a mixology bar serving traditional Italian Aperitivo, aromatic Italian cocktails such as Aperol Spritz, Milano Torino and Negroni Sbagliato for afternoon and evening customers.

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