Starbucks opens first outlet in Italy
It has taken more than two years to build, but on Friday, Starbucks will open its first Italian outlet.
The company’s Milan “roastery” goes far beyond the usual latte production line.
The marble-floored store will offer a “theatre of coffee roasting, brewing and mixology”, as well as cocktails, pizza, bread and ice cream.
Local businesses said they were “not afraid” of the competition, and emphasised that high-quality coffee was already widely available in the region.
The Federazione Italiana Pubblici Esercizi (FIPE), which represents the country’s bars and restaurants, said Italy’s 149,154 coffee outlets offered good value, charging an average of one euro for an espresso, and €1.30 (£1.17) for a cappuccino.
Starbucks said its Milan store was intended as a “homage” to Italy’s coffee traditions.
But while the materials and craftsmanship are locally sourced, the new store is emphatically part of the chain’s global ambitions.
About a third of a football pitch in size, it inhabits the historic Poste building near the cathedral in Piazza Cordusio, and is the third of Starbucks’ new concept “roasteries” (the first two are in Shanghai and Seattle).
Traditional Italian coffee shops are designed for a quick pit-stop, where customers can knock-back a mouthful of espresso without even stopping to sit down.
Click here to read more (Source: BBC News)