Princi — a renowned, all-day Italian bakery and cafe backed by Starbucks — is ready to open its first NYC outpost.
The Milan-based bakery from Rocco Princi has set up shop in a large, sleek store on the bottom of the Paramount Plaza skyscraper in Midtown, with plans to open next Thursday, October 25. It’s the same Princi that will have a presence within Starbucks’ gargantuan, upscale Reserve Roastery planned for the Meatpacking District later this year, and its menu offers pastries as well as pizzas, sandwiches, and salads. In the evening, an in-house bar dubbed Bar Mixato will pour Italian wine and beer.
At this location, expect Princi’s focaccia and ciabatta; margherita and speck and scamorza pizzas; prosciutto-filled sandwiches; and desserts like tiramisu — all things that will likely be at the Roastery as well. As for coffee, the bakery will only serve Starbucks’ fancy Reserve brand. And from 5 to 7 p.m., beverages are served with complimentary small plates.
Commessas, Italian for “shop assistants,” will guide diners through the cornetti, breads, pizzas, salads, and desserts on offer. A fourth of the ingredients will be sourced from Italy, while the rest will come from local vendors. Certain items like breads will be prepared daily at Princi’s commissary kitchen in Red Hook, while pizzas, focaccia, and pastries will be made onsite at the bakery, a spokesperson says.
In the Midtown outpost, which was inspired by the cafe’s original location in Italy, passersby will be able to see baked goods come out of the oven from the store’s large window on Broadway. Inside, there’s a lengthy communal table and a 20-foot wall displaying colorful ingredients like lemons and peppers, according to a news release.
Princi has been around since the 1980s, but Starbucks only stepped in as an investor in 2016, bringing it first to Seattle and Chicago before NYC. Starbucks made Princi the exclusive food purveyor for its mega, upscale Reserve Roasteries locations in Shanghai and in Milan.
The hours will be 6 a.m. to 10 p.m. Monday through Thursday, and until 11 p.m. on Fridays and Saturdays. It will open at 7 a.m. on the weekends.