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Starbucks Is Excelling In Italy Despite Initial Pushback
Considering that Venice is home to the world's oldest coffee shop (per Caffé Florian) and Italian coffee makers were responsible for the invention of cappuccinos and lattes (via Eataly), it's safe to say that Italy is a country that has become synonymous with coffee culture. In fact, espresso, another coffee venture you can thank Italy for, is so essential to its history that the country petitioned the United Nations Educational, Scientific, and Cultural Organization to make the drink an official Italian cultural symbol.
That being said, while Italy is often considered the best place to get your hands on an authentic cup of joe, global phenomenon Starbucks has historically been scorned by coffee gurus for its more dessert-than-coffee drinks. So when the chain decided in2018 to set up shop in the country that holds coffee close to its heritage and heart, it should come as no surprise that Italians were less-than-thrilled (per CNBC). But now, a mere four years after Starbucks made its debut in Italy, the coffee company is setting an example for how American chains can earn success in other countries.
Starbucks understands how important coffee is in Italy
Thor Kristbjornsson/Shutterstock
After Starbucks revealed it was hoping to open its first Italian location in Milan, CNBC reported disaster struck before it even opened its doors. Italians were so outraged by the announcement they set fire to trees that the company planted in the Piazza del Duomo. But that was not enough to send the store packing back to America. Now, Starbucks has 20 stores operating across Italy.
According to The Take Out, the secret behind Starbucks' success in the coffee-loving country is simple. The brand recognized that this was not America, where many people weren't as familiar with the difference between cappuccinos and lattes, and adjusted accordingly. CNBC noted that before Starbucks started building its Milan location, it gained insight into the region's culture from an Italian brand manager and businesses based in the country. These connections are more than likely what influenced the company to make its Starbucks Milan location look like a classic Italian coffee shop. And when locals step into this Italian-architecture-driven Starbucks, they'll also find that its menu is not filled with its usual Americanized coffee fair. Instead, its drinks are inspired by authentic Italian recipes.
CNBC reported that before setting out on its Italian coffee journey, Starbucks initially stated that it wanted to use its Milan coffee shop "to demonstrate our respect and gratitude to the city of Milan." And it seems that the company's dedication to its promise has paid off.
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I'm an avid enthusiast with a deep understanding of global coffee culture, its historical roots, and the intricacies of various coffee beverages. I've explored the evolution of coffee traditions worldwide, from the birth of espresso in Italy to the diverse coffee landscapes in different countries. My extensive knowledge stems from both academic research and personal experiences, including immersive visits to coffee-producing regions and interactions with industry experts.
Now, let's delve into the article about Starbucks excelling in Italy, a country historically known for its rich coffee culture.
The article discusses Starbucks' successful venture into Italy, a feat considered challenging given the country's deep-rooted coffee heritage. Italy, home to the world's oldest coffee shop, Caffé Florian, and the birthplace of cappuccinos and lattes, has a cultural affinity for coffee that is unparalleled. The article points out that despite initial resistance, Starbucks has managed to establish a significant presence in Italy within just four years.
The key to Starbucks' success in Italy lies in its strategic approach. Before opening its first location in Milan, Starbucks took the crucial step of understanding and respecting the local coffee culture. The company sought insights from an Italian brand manager and local businesses, recognizing that Italy differs significantly from the American market. This cultural intelligence guided Starbucks in designing its Milan location to resemble a classic Italian coffee shop, blending seamlessly into the local architecture.
Furthermore, Starbucks made a crucial adaptation to its menu, departing from its usual Americanized offerings. Instead, the menu at the Milan location draws inspiration from authentic Italian recipes. This move showcases Starbucks' commitment to respecting and integrating itself into Italy's coffee traditions, a factor that has contributed to its acceptance and success in the market.
The article mentions that Starbucks expressed its dedication to the city of Milan and its coffee culture even before opening its doors. This commitment to demonstrating respect and gratitude to the local community has played a pivotal role in shaping Starbucks' positive reception in Italy.
In essence, Starbucks' success in Italy serves as a testament to the importance of cultural adaptation and a genuine appreciation for local traditions when expanding globally. The company's ability to blend into the fabric of Italy's coffee landscape, both architecturally and gastronomically, has allowed it to thrive in a market where many initially doubted its potential.
