Starbucks chain plans to open its first Italian store in Milan in 2017 the company's CEO Howard Schultz called it the performance of 30-year-old dream. Starbucks waited a long time before deciding to take this step, although it manages thousands of institutions in Europe. However, at home espresso company may face stiff competition.
Italy - one of the major coffee markets in the European Union, which, in turn, is the world's largest coffee importer. The country is already running a chain of restaurants McCafe, owned by McDonald's, but its market share is small. Distinctive coffee culture of Italy is based on the independent cafes and bars, which account for almost 90% of the market, according to Euromonitor.
«Starbucks always wanted to ever close the circle, appeared in Italy, but in the past we were not ready for it" - quoted Schulz in a statement. According to him, it is the Italian coffee-bars were the inspiration for Starbucks coffee house concept.
Starbucks is working with a group of Percassi, which is already 30 years old is a partner of the fashion brand Benetton, Zara has helped to enter the Italian market and has worked with such American brands as Nike, Ralph Lauren and Tommy Hilfiger. She also manages the cosmetics company Kiko. Founder and President Antonio Percassi Perkassi aware of how difficult it would be to open a chain of coffee shops in his homeland: "We know that we face a number of challenges, to open the first Starbucks establishment in Italy, a country of coffee. We are confident that the Italians are willing to go to Starbucks, as it is already doing many of the inhabitants of other countries. "
The main drink in Italy "definitely" will espresso, but the menu is not yet completely developed, Starbucks said. "We plan to adapt our menu to the tastes of Italians so as to show respect and knowledge acquired in [country]," - said a company representative.
Starbucks - not the first network of the United States, which wants to offer Italians the American interpretation of the classic Italian product. In October 2015 Domino's Pizza has announced plans to open a pizzeria in Italy. Like Starbucks, she stressed that her pizza is made from local products and take into account the preferences of the Italians.
In this fiscal year, Starbucks, under which guise openly about 21,000 cafes around the world, plans to increase their number is still about 1800. However, in some markets, the company has a problem. So, in 2008, it has closed the majority of stores in Australia, leaving only 25 points.
Once in Italy, a young girl asked us how to get to McDonald's. I could not believe it. Come to Italy to eat hamburgers? From curiosity almost burst. He pokes son to talk to her. Did American who "does not understand what they have here and where you can eat normally."
I've been living in Italy for 13 years and totally indifferent to the coffee shops. While Italian love coffee, but in its execution only home in mocha. Av cafe I go for a variety of other reasons: if you need to talk to someone, you need to rest, for the sake of the Internet (rare, but it is necessary), to warm up, the toilet is way too Nnemalovazhnym factor, and I'm so not alone. I think it should be all natural Italian cafes will still be at every step, and all other counterparts so interspersed here and there, and agree with the opinion that the etonsamoe youth.
I think the more different cafes, the better the competition, he will not be exactly the local cafes and coffee ... in the Italian cafes generally, everything happens like this: ran, drank coffee at the counter, put one EUREKA and ran on Starbucks is ... completely different atmosphere and the prices ... for other young people, and the atmosphere is the way a son with friends the Italians are going to McDonald's after it ... Lyceum addition to Starbucks I love carrot cake ... let will wish them luck)))) one in Milan second in Rome