Home to arguably the most sophisticated coffee culture in the world, Italy has many cafes in all of its cities and towns. Percassi, confirmed as Starbucks licensee in Italy, will own and operate Starbucks stores, with the first store opening in Milan in early 2017.
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Well, according to Starbucks CEO Howard Schultz, the move makes ideal sense: “Starbucks history is directly linked to the way the Italians created and executed the flawless shot of espresso”. Thirty-three years ago, Schultz took his first business trip to Milan and Verona, a journey that changed his life forever.
Starbucks has already launched in some parts of Europe, but has not grown as quickly there as in other markets, such as China, which the chain believes may become its largest market eventually.
“Everything that we’ve done sits on the foundation of those wonderful experiences that many of us have had in Italy”, he said. “I was overwhelmed with a guy instinct that this is what we should be doing”.
Italy is expected to prove a challenge for the company.
With other major companies, Starbucks in Europe has come under the spotlight for its tax arrangements.
Starbucks “first store will be designed with painstaking detail and great respect for the Italian people and coffee culture”.
The coffee chain said on Sunday that the first Starbucks will open in Milan in early 2017, in partnership with Italian developer Percassi.
Despite the reservations, the concept could work well in a country that attracts lots of visitors, Bill Paige, a consultant at Francorp, a global franchise consultancy firm, recently told The Local.
Starbucks started out as a coffee roaster in Seattle.
What is so special about having an Italian connection when the company is expanding by leaps and bounds in the rest of the globe? In any case, we can’t wait to hear what Italians think of the Starbucks’ popular Pumpkin Spice Latté when fall rolls around.
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To share in the experience, please visit us in our stores or online at news.starbucks.com. In the past, Percassi has partnered with the likes of Gucci, Polo Ralph Lauren, Nike, Victoria’s Secret and Lego Group. Schultz acknowledged that adhering to the Italian culture is a critical component to its success.
