Starbucks first grazed the Italian coffee scene in 2018 by opening their first shop in Milan. The country was skeptical to open the successful American chain for fears that it would steal business from locals. However, this could not be further from the truth as the chain has ensued immense growth and influence on the Italian coffee industry.
Embracing Tradition
The sole reason Starbucks has become a household name in Italy is simply due to Italian roots. The culture of Milan has been actively embraced by Starbucks with franchises adopting specific artistic expressions such as unique architecture and store design. The passion that Italians have for coffee is also emphasized by using beans sourced in Italy through a Milan roastery.
Facing Challenges
The transition to incorporate more Starbucks franchises in Italy has not been easy. Many Italians still oppose the idea of chain coffee shops simply because they do not want to take on American traditions. The company has declared that they would like to do everything in their power to ensure Italian authenticity, however. Starbucks even partnered with local businesses to alleviate backlash received by protesters.
WATCH-How Starbucks Clings on to Italian Tradition
Sources
- Starbucks celebrates one year in Milan, plans to open in more Italian cities [Starbucks Stories & News EMEA]
- Starbucks expanding in Italy despite the nation’s intense coffee culture [CNBC]
