The coffee chain has finally arrived in Italy! Starbucks opened its first store in the country on Friday, cutting the ribbon on a massive “Reserve Roastery” in Milan. The premium store is located in a spacious former post office in Piazza Cordusio, just a few minutes walk from the landmark La Scala opera house.
The Milan roastery is Starbucks’ third after Seattle and Shanghai, and will sell “premium, small batch” coffees and food by Italian baker Rocco Princi. At the new Starbucks, an espresso costs €1.80 ($2.10), a significant price difference from the €1 ($1.16) price at many Italian cafes.
Jonny Forsyth, associate director of food and drink at market research firm Mintel, said the tried and tested strategy of offering super-sized drinks featuring large helpings of milk won’t work in Italy.
“Such cultural coffee differences cannot simply be ignored,” Forsyth said. “Starbucks’ new Italy stores are sensibly focusing on local market preferences such as espressos, as well as made-to-order ice cream and pizza rather than using the traditional Starbucks drink menu formula.”
In Italy, coffee culture is taken seriously and most people often drink espresso while standing at a cafe counter.
Because of the significant difference in coffee culture, it means that the Milan roastery will also not be selling Frappuccinos.
By: Maytinee Kramer
