Starbucks to Sell Princi Pizza and Italian Food

Starbucks to Sell Princi Pizza and Italian Food

Brielle Rapach, Social Media Editor

 

Due to its tasty beverages, free wifi, and relaxing environment, Starbucks has become a major staple for WMC students in both studious and social ways.  Mostly known for its coffee, there’s no questioning the popularity and success of Starbucks coffeehouses.  How would this popularity change, however, if Starbucks begins to serve pizza? That’s right: starting in late 2017, Starbucks will be serving pizza at various locations.

Back in July, Starbucks made an investment in Princi, a Milan-based pizza bakery.  Howard Schultz, the marketing director of Starbucks, was inspired by the Italian-pizzeria lifestyle, similar to how he was previously inspired by the coffeehouse lifestyle of Milan (ultimately leading to the creation of Starbucks).

According to time.com, Starbucks initially intended to open stand-alone Princi’s in locations such as Seattle, New York and Chicago, after its major investment.  In addition to this, however, Starbucks will also offer/serve Princi products at select Starbucks locations, specifically Starbucks Roastery locations.  If the selling of these products sees major success, more Starbucks locations will be added onto the project.  Bakers will be present on the premises of these locations, and will offer items such as focaccia bread, wraps, and a variety of pizzas.

On fortune.com, it is noted that at these locations, large ovens will be installed and utilized to bake the breads on-sight, assuring a fresh feel and taste for the customers.  The bakers will focus strictly on the food, while the baristas will focus on making coffee/beverages, as always.  A special type of coffee is in the works as well; this coffee is intended to “pair” with the Princi foods.  

Princi has been operating under founder Rocco Princi himself since 1986.  While these boutique pizzerias have seen great success, there have only been five locations that are up and running.  

“I’ve traveled the world and I’ve been exposed to great food and great culinary experiences,” Schultz said in a presentation regarding the investment. “Of all the great culinary experiences I have had, there are none that come close to what Rocco Princi has done.” Based on this reasoning, it is easy to see why Schultz is so passionate about this addition to the Starbucks industry.

In terms of total revenue, 74% of Starbuck’s revenue comes from beverages, while 19% comes from the food that Starbucks currently has to offer.  With the addition of Princi bakeries, they are intended to sell more food than drinks, which can help Starbucks achieve more of a balanced revenue.  

What do the students of WMC think of Starbucks’ new idea?  Senior Melanie Brothers, an avid Starbucks customer, seems open to this concept.  

“I go to Starbucks all the time, usually for their iced Passion Tea Lemonade,” she says.  “I think the addition of Italian foods can be a good idea, but they need to make sure that they continue to focus on their own coffee and drinks in the process, since those are what they are known for. . . but I would definitely be willing to try a Starbucks pizza!”

Serving as a counter to this opinion, senior Catherine McGarry (a fan of Starbucks’ Peppermint Mocha and Pumpkin Spice Frappuccinos) did not feel the same way about trying a Starbucks pizza.

“I can’t imagine myself ever eating a full meal at Starbucks, especially not an Italian meal.  To me, Starbucks is just a place to get work done and have a coffee with friends.”

What do you think? Will this Starbucks investment be a success? As 2017 nears, it is clear that we will find out sooner rather than later.  

Photo courtesy of thrillist.com