Starbucks Is Perfecting Its Coffee For Italian Debut
By Cooking Panda
When we think of big, popular coffee chains, the first name that comes to mind — and we’re betting comes to many of your minds, too — is Starbucks, of course.
But when you consider which country is most well-known for its enduring love of excellent coffee, which one do you think of?
For us, and for many others, that country is Italy — which is perhaps why Starbucks has decided to announce its plans to open up to 300 branches there.
However, the coffee chain is being warned: Don’t open up in Italy, a country known for taking its coffee seriously and with a plethora of different absolutely divine coffee options, if you don’t have a plan to ensure that the market is going to love you.
“We are aiming to open 200 to 300 sales points across Italy, we think that there’s a place for it in the market,” said Antonio Percassi, the former soccer player turned entrepreneur who is spearheading the entire operation, at a press conference in Milan, per The Local.
For the time-being, two Starbucks cafes are set to launch in Milan and Rome in summer 2018. Four more locations will open up during that same week across both cities.
Howard Schultz, Starbucks CEO, told Telegraph that Starbucks, in fact, was originally invented in Italy’s cafe culture’s image. Schultz reportedly took a trip to Milan and Verona in the ’80s and was, “inspired by the craftsmanship of the Milanese barista, the spirit of the Italian people, their passion for community, their friendliness and taste for quality.”
Perhaps out of respect and even reverence for the Italian people and their coffee-heavy culture, Schultz is planning on making sure that the first Starbucks branch to open in Italy will be a fitting addition to the climate.
Luckily, Schultz has people on his side. Luigi Ordello, the president of the Italy-based Institute of International Coffee Tasters, for instance, told The Local that: “It wouldn’t threaten Italian coffee if it does arrive, as Starbucks today represents an international standard of coffee and not an Italian one.”
That sounds like you got the all-clear to us, Starbucks! Go on with your bad, Italian-bound self!coffee culture, howard shultz, italian coffee, italy, Starbucks