360 Primo
360 Primo
Written by Mark Collins Sunday, 07 October 2007
European-style coffee in a Starbucks world
Even though 360 Primo is located deep in the heart of Texas, the European-style coffeehouse feels like a slice of Italy. As well it should, because the desserts are flown in from Italy, and the coffee comes from the No. 1 espresso roaster in the country.
Mark Skaggs, owner of 360 Primo, started the shop three years ago after spending most of his career racing thoroughbreds in Florida. Skaggs spoke with the owner of 360 Uno Espresso & Vino in the Westlake area, who introduced him to the concept of a European coffeehouse and convinced Skaggs that it could work elsewhere in Austin.
Following the European style, 360 Primo has a stark, modern feel. The shop doesn’t bombard the customer with merchandise, making it less crowded and more colorful. The bright atmosphere is complemented by low-key electronic music, another European touch. The final key element is that the barista is always visible.
“I like the idea of people being able to watch the barista, because the barista is the person doing the specialty items,” Skaggs said. “They have many years of experience, and they make excellent coffee.”
Not only does it serve coffee, 360 Primo also has a full menu of breakfast and lunch items. A variety of croissants, pastries, muffins and scones are available for breakfast, and fresh, grilled-to-order paninis and salads are available for lunch.
“I think the hardest message to get out is that we have big, filling lunches: big panini sandwiches, large chicken salads, big salmon salads,” Skaggs said. “There are people who think we are strictly beverages and dessert.”
The desserts are made by Bindi, an Italy-based company that started as a single pastry shop in 1946. The unique desserts are frozen with dry ice and shipped from Italy. Once thawed they regain their fresh baked taste.
“Italian desserts are different in that they’re lighter than American desserts,” Skaggs said. “They tend to be very sweet and fluffy. I think that they’re something that people can appreciate if they don’t want a big Texas piece of cake.”
The coffee is by Segafredo Zanetti, an Italian company that prides itself on controlling each step of the production process “from the plant to the cup.” According to Skaggs, the coffee is smoother and doesn’t have as strong a taste.
360 Primo isn’t just popular among Austinites looking for a European coffee shop; Skaggs has had customers come in from all over the world who enjoy the store.
“It really reminds them of home,” Skaggs said. “It feels good that we got it right.”
360 Primo Specials:
- Seven days a week: 4 – 7 p.m. $1 off all beers, wines and mixed coffee drinks
- Lunch special: Half panini with soup or salad and iced tea for $5.75
360 Primo, 9828 Great Hills Trail, Ste. 120, 795-9292, Monday-Thursday 6:30 a.m. – 10 p.m., Friday-Saturday 6:30 a.m. – 11 p.m. • Sunday 8 a.m. – 9 p.m.
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