The American coffee giant said that they will open the first Starbucks in Milan in early 2017. It will be in partnership and to be managed by Percassi, an Italian developer. It is expected that other stores are to follow.
"We know that we are going to face a unique challenge with the opening of the first Starbucks store in Italy, the country of coffee, and we are confident that Italian people are ready to live the Starbucks experience, as already occurs in many other markets," Antonio Percassi, the President of Percassi said.
The Guardian reports that Starbucks talks about the challenge the company is going to face, stating that it will enter Italy, which is the birthplace of espresso, "with humility and respect."
Meanwhile, Fox News reports that Starbucks has been visible in Europe. It entered the U.K. in 1998 and there are 2,400 stores that existed now in Europe, Africa and the Middle East. This makes up about 10 percent of the stores worldwide.
Italy is anticipated to attest a challenge. Coffee is part of their culture as many local shops are competing to sell cappuccinos and espresso. In fact, the espresso machine was invented in Italy. Most Italians get their quick espresso and go on their way. On the other hand, Starbucks store is quite different in which it has the concept for customers to have its espresso and then sit and talk or work with their friends.
Howard Schultz, the chairman and chief executive of Starbucks said that he was inspired to set up a coffee shop in America when he saw the Italians flocked to the coffee bars in Milan in 1980. Starbucks now has 22,000 outlets in 67 countries.
"The dream of the company always has been to sometimes complete the circle and open in Italy, but we haven't been ready," Mr. Schultz said.
