Nearly 30 years ago, since Starbucks took up his coffee-conquer the whole world. As the home of the espresso, the US company which was absent: in Italy is yet to find a single Starbucks. “Java Chip Frappuccinos” or “Iced Caramel Macchiato”: Such creations seem too unusual for the minimalist taste of the Italians. Therefore, the fear was great to have no chance with the American extra-large version of coffee against the maestro with the mini-cup of
that should change soon – early 2017, when in Milan, together with its Italian partner Percassi the green-white Starbucks logo is screwed first. But experts doubt that the customers will get used to the American coffee dream.
“Italians like such mass products not”
“The Italians like such mass products do not, and certainly not from these giant plastic cups,” says Adriano Santoro, Barista of the famous “Bar del Cappuccino” in the center of Rome, which is considered one of the best cafes in the capital. Santoro: “The use but caramel syrup and cinnamon and stuff when I someone cinnamon sprinkle here in Italy on his cappuccino, then he throws me the same face..” Starbucks – that is something for teenagers and tourists, not for true coffee connoisseurs
An American woman at the counter agrees.. Krista from Chicago lived for 15 years in Rome and pivots relish the milk froth in her cup. “I would never set foot in a Starbucks, neither here nor in the US” And why not? “Anyone who has been drinking Italian coffee, the brew in the US never drink again.”
CEO confident
Still, CEO Howard Schultz is confident he has studied the new market but long. “Everything that we have created so far, based on the wonderful experiences that have made so many of us in Italy.” In 1983, for example. As of today, 62-year-old traveled as marketing director of Starbucks, which at that time only in a few few shops in Seattle coffee beans sold to a trade fair in Milan. What Schultz experienced in the bars of the Lombard metropolis, should completely revolutionize his own vision -. And bring him before the idea for today’s Starbucks concept
“The Italians had the stage, the romance, the Art and the magic created for espresso experience, “he is quoted on the Starbucks website. A real morning ritual was to experience the elegant bar – with regulars who gave the pawl in the hand and were greeted by the baristas with a handshake. “When I left Italy at that time, I was electrified by the culture,” says Schultz.
About 23,000 stores worldwide
A few years later he opened in the US the first store. Today the chain over 23,000 shops has in more than 70 countries. In Tunis, the coffee giant is represented, as in Casablanca and soon Johannesburg. Beijing, Tokyo, Rio de Janeiro, Moscow and Vienna, of course – there is hardly a major city in the world, is not represented in the Starbucks. Except in Italy.
Now they were prepared for the large landing, says Schultz. With “respect and humility” would be the thing to address -., While creating an extraordinary atmosphere to attract customers
company can flop (financially) afford
Financially can the company afford a flop quite – registers the chain but for years continuously record results. Worldwide sales was in 2015 at 19.2 billion dollars (17.6 billion euros), 17 percent more than the year before. Particularly in China and the Asia-Pacific region, business is booming. . However, it would be the moral of Schultz and his staff certainly not conducive to fail in the home of the espresso
By the way: Clotilde Dotto, owner of the “Bar del Cappuccino” says – unlike her Barista – that Starbucks can work in Bella Italia. “The highly professional work, and if they use good Italian products, then it can work,” said the Roman. “Perhaps the time for Starbucks in Italy has really come.”
– with content(APA / dpa)
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