Subscribe Now

travelers today

Home » News

Starbucks Must Get Its Coffee 'Right' Before Opening Italian Branches

Travelers Today       By    JC Santos

Updated: Feb 21, 2017 05:22 AM EST

Text Size: A A A

Starbucks' popular coffee brand wishes to stand against the specialized, handcrafted and expertly-brewed coffee of Italy's cafe culture -- whose time-honored preparations had spanned generations of classic espresso -- by opening 300 branches of the American coffee chain in the European coffee capital. According to experts -- and even Starbucks' CEO itself -- it must get its coffee right before it begins the implementation of its business plans in the country.

According to The Telegraph, Starbucks has yet to finalize a date for launching its 300 new branches in Italy this year. Acknowledging the "challenge" of opening a coffee chain in coffee's Italian home, Starbucks CEO Howard Shultz said that the chain needs to ensure that its branches would be designed with "painstaking detail" that indicates "great respect for the Italian people and coffee culture."

According to The Local, it was Antonio Percassi, an ex-football star, who broke the news to their travel website first. During his Milan press conference, Percassi confirmed "200-300 sales points" or Starbucks coffee shops across Italy. The Local said the first stores would open in Milan and Rome and cited Percassi's expectation that the first branch could open "in 2018" after the second quarter of the year.

According to The Telegraph, it is likely that Starbucks would appear as "reassuring, recognizable brands," but Italians are likely to head there "for free WiFi." The Starbucks branches are likely to benefit only foreign travelers due to brand recognition but it will not replace the local Italians' "counter stand where you can knock back your espresso."

The Telegraph notes that local cafes and Italian business owners are against the move of the American coffee chain going as far as to call the idea of Starbucks in their country as "disgusting" given that Italians are "too protective" of their coffee. Starbucks may likely have expected this from local businesses as indeed, Italy is the home of espresso and some of the world's best coffee.

See Now: The U.S. had the highest number of Most Wanted properties, dominating the Hotels.com Loved By Guests Awards 2018

Tags
italian coffee, coffee italian, Starbucks, starbucks italy, rome starbucks, Starbucks coffee
© 2023 Traverlers Today, All rights reserved. Do not reproduce without permission.
Join Our Conversation

Subscribe to our newsletter

Receive the latest travel news, reviews, and more..

Most Popular

6 Tips For Traveling With Young Children

6 Tips For Traveling With Young Children

Planning for a trip takes some time, even if it's just you g

How Traveling Can Make You Happy

How Traveling Can Make You Happy

If you have never traveled before but are thinking of doing so then

Scottish Islands: The Best Places to Reside!

Scottish Islands: The Best Places to Reside!

So there are a few islands that can be found off the Sco

How to Plan a Multi-Destination Honeymoon During COVID

How to Plan a Multi-Destination Honeymoon During COVID

You need to know how to plan appropriately and

7 Tips for Amazing Campus Visits

7 Tips for Amazing Campus Visits

A campus visit's significance could not be overstated. After all, fo

4 Tips For Curating The Perfect Gallery Wall

4 Tips For Curating The Perfect Gallery Wall

Having a gallery wall brings plenty of benefits to your

Water Travel Options That Don’t Involve a Cruise

Water Travel Options That Don’t Involve a Cruise

There is something equally relaxing and invigorati

Photo by Erik Odiin on Unsplash

Things That Will Help Cost-Conscious Vacationers Save Money

There are several ways you can significan

Photo by Mikhail Nilov from Pexels

How to Make Vet Visits Affordable in 2022

If the situation is minor, you might be lucky and get away

Photo by Tim Samuel from Pexels

Know Your Florida Driving Rules

There is so much to do in the region, but we want to focus on some of

Photo by Ging Ang from Pexels

Holidaying in your own Country: Try these Fun Trips!

Many countries are opening their borders, but if

Photo by Jessica Lewis Creative from Pexels

The Best Tech Tools for Expats

Here’s a quick look at most versatile tech tools for expats on the m

Photo by Tobi from Pexels

How to Turn a Road Trip Into A Luxury Adventure

But a road trip doesn’t have to mean living on the

Australian Citizenship Test: Everything You Need to Know

Australian Citizenship Test: Everything You Need to Know

Do you want to become a citizen of Australia

Hair transplant Istanbul: Why is it so popular?

Hair Transplant Istanbul: Why is it so Popular?

Getting a hair transplant in Istanbul is affordable i

What’s Going on with Rental Cars Right Now?

What’s Going on with Rental Cars Right Now?

They are incredibly expensive, and they’re also in sh

Role of Professional companies in International Trade

Role of Professional companies in International Trade

International trade holds great importance in a

The 5 Best Wines from Germany

The 5 Best Wines from Germany

Riesling is Germany’s best-known wine, but the country makes other fi

Here's Why You Should Go Camping On Weekends

Here's Why You Should Go Camping On Weekends

There is nothing like the great outdoors –– natureâ€

The Best Tote Bags To Travel With in 2022

The Best Tote Bags To Travel With in 2022

Who knew you could pack your entire life away into one litt

7 Captivating Attractions for Kids in San Diego

7 Captivating Attractions for Kids in San Diego

San Diego is a magnificent place, and it would not be

travelers today

© 2023 TRAVELERS TODAY All rights reserved.

Subscribe to our newsletter
Real Time Analytics