In an internal memo, Starbucks announced the removal of the Princi brand from its high-end cafes while maintaining the same food offerings, ending a high-profile initiative from Howard Schultz.
Starbucks' retreat from Princi symbolizes the setback of a vision started by Schultz, who once considered his encounter with Rocco Princi a pivotal moment in shaping Starbucks' offerings.
Despite the removal of the Princi branding in US and China locations, Starbucks will maintain the brand in select locations including its Milan and Tokyo Roasteries.
The decision to phase out Princi was made prior to Brian Niccol's CEO tenure to address significant sales challenges, though the underlying reasons for this pivot remain unclear.
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