Over the Teacups

Giving Voice to the Tea Industry

A New High for Starbucks on the Magnificent Mile

Posted on | May 6, 2017 | Comments

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Hello Starbucks! So long Crate & Barrel. In 2019, Starbucks is opening a new tourist attraction on the Magnificent Mile, Chicago, which I affectionately call the Billion Dollar Mile. It’s located in the former Crate & Barrel space. This makes it Starbucks’ largest planned location.

Imagine what it would be like to have a 43,000 sq. ft. coffee shop and immersive coffee experience.

Starbucks said visitors will get a full sensory experience as they learn about different ways the company roasts and brews its rare, small-batch Reserve coffees from around the world. The Atlanta Journal called it a mega jolt of caffeine.

The new space will offer a new menu of high end Reserve coffee drinks and mixology, as well as freshly baked products developed by Italian baker Rocco Princi, who is known for artisan breads inspired by traditional family recipes. The affiliation is multi-layered as Starbucks invested in Princi Boutique Bakery in 2016 as an expansion of its own business.

Rocco Princi, Princi Boutique Bakery, Starbucks Coffee

Rocco Princi

“We have never baked in our stores in 45 years. But all of that will change with the creation of this unique partnership,” said Howard Schultz, Starbucks chairman and CEO (Kevin Johnson, CEO as of April 3, 2017). “Rocco and his team at Princi possess a passion for handcrafted food and artisanal baked goods that mirrors how I feel about our coffee.  The attention to detail, the care invested in selecting the ingredients and the artistry of preparation is second only to the service Rocco offers customers inside his Princi stores. I can think of no better pairing for our most premium coffee experience and am excited by the possibilities we envision in Princi food elevating every daypart – breakfast, lunch, and dinner – in Starbucks Roasteries and Reserve Stores.”

As of November, 2016, Starbucks operates 23,768 stores worldwide – boggles the mind. I can smell the coffee clear out here – or maybe that’s the aroma from Pike Place.

About the Author

Jennifer Petersen is a tea enthusiast, teaches various aspects about tea as a business, and a marketing consultant to the beverage industry. Always fascinated by other people who love tea, she is a life-long student and admirer of those who choose tea as a lifestyle.