Princi opened in the Theater District, on the corner of 51st Street and Broadway, on Wednesday.
It was packed when I arrived at 9 a.m. You could smell the freshly baked bread as soon as you opened the doors.
There was a huge crowd of people waiting to order.
Behind the counter was a 20-foot wall of ingredients that stretches up to the ceiling. It had jars of fruits and vegetables, dried flowers, and fresh bread.
Everything behind the glass counters was fresh out of the oven. The bakery cases were full of cinnamon rolls, muffins, croissants ...
… fresh fruit, granola, and jam.
In addition to the food on display in the bakery cases, there were menus being handed out to everyone in line. Everything on the breakfast menu costs $10 or less.
Princi also has a separate lunch menu with inexpensive soups, salads, and sandwiches.
Customers had the option of ordering coffee with their baked goods, or skipping the bakery and heading straight to the coffee bar.
I noticed the menu was a lot smaller than at a traditional Starbucks store. Princi offers two coffee blends, espresso drinks, cold brew, nitro cold brew, and a few tea blends.
There were a few more baked goods like croissants and rolls at the coffee bar as well. Like at the bakery counter, everything was fresh out of the oven.
Almost every seat in the café was taken.
