Will the country that gave us espresso embrace the company that gave us grande Frappucinos?
Starbucks finds out today after its first store in Italy opened overnight. Residents of Milan, the city whose coffee bars inspired Howard Schultz's vision for the chain decades ago, have mostly greeted the news with a shrug.
"I've tasted Starbucks coffee and I'll absolutely stick to Italian coffee," said Milan resident Giulia Brighenti as she scraped the foamy remains of her espresso at a coffee bar not far from Starbucks' new Reserve Roastery.
In Italy, an espresso at a coffee bar is usually a quick morning or after-lunch ritual, downed while standing up. In many neighbourhoods, cafes are on practically every corner, and Italians are on a first-name basis with their trusted barista. That presents a challenge for Starbucks, which is hoping people will linger to drink more expensive beverages.
The company has more than 28,000 stores worldwide, but the palatial Milan location is only its third roastery. The others are in Seattle, where the company is headquartered, and Shanghai.
