The world’s beloved global coffee chain, Starbucks just announced plans to take on the Italian coffee culture by opening branches of the chain across Italy. This will be the first time Starbucks has forayed into Italy and, according to market and food experts, it has its work cut out for it.
Starbucks’ Italian Venture
Along with their pasta and pizzas, Italians are especially particular about their coffee. After all, there’re the ones who first invented the modern steamless epresso machine which is used to make countless cups of espresso for caffeine junkies worldwide. Italy already has a thriving coffee and cafe culture; indeed Starbucks CEO Howard Shultz once said that the original Starbucks coffee shop was inspired by Italian cafes.
Starbucks’ efforts to enter Italy are being spearheaded by ex-footballer, Antonio Percassi, who has previously brought Zara and Victoria’s Secret to Italy. In a statement to the press, he said “We are aiming to open 200 to 300 sales points across Italy, we think that there’s a place for it in the market.” He added that the Starbucks outlets would be created with “with painstaking detail and great respect for the Italian people and coffee culture.”
Reportedly, local business owners aren’t too happy about Starbucks plans and firmly believe that Italians will stay loyal to authentic Italian coffee. However, The Telegraph suggests that Starbucks will be a “reassuring, recognizable brand” especially for foreigners within the country.
Starbucks is yet to commit to an exact opening date, but will open the girst outlet either in Milan or Rome.