That's a big pool of potential customers for Starbucks, if they can overcome these six challenging features of the Italian coffee market. Practices program. "They’re not going to try and mimic the Italian experience," he said. Some people are outraged, others intrigued, others indifferent, and so on. Italians believe, quite simply, that coffee should be purist, high quality, and accessible to all. His splashy new Milan location is the culmination of an obsession. By all accounts, Starbucks’s new Roastery is an overeager and visually striking tribute to Starbucks’s white whale. Coffee culture runs deep; il caffé is a ritual with an ingrained set of rules. By contrast, the menu at Starbucks’s Milan Roastery offers more than 115 coffee- and tea-based drinks. To give a third-wave coffee culture, international brands like Starbucks, opened its first store in Milan, Italy in … It’s old, it’s boring," he said. According to the National Institute of Italian Espresso, a shot of espresso is around 29 milliliters including crema; at Starbucks, every shot is a double shot by default. While Italian coffee culture is vaguely familiar to coffee drinkers around the globe, Starbucks's culture is actually very well-known to most of the developed world. But for an employee on the receiving end of that rage, the book fails to truly reckon with the pain he left behind. “It will be good for us if a colossus such as Starbucks manages to make high-quality coffee better known,” says Carlo Russo of the Milano Roastery. This is a matter of preference, of course, but we prefer the smoother Italian taste. ", Jake Leonti, a coffee consultant based in New York City who has worked with Italian espresso companies Filicori Zecchini and Caffè Moak, sees Schultz's talk of honor and respect as simply good manners. Without Italy, Starbucks would not exist and without coffee, Italy would grind to a halt. What’s more, Starbucks’s Milan Roastery opens at a time when the city is rife with establishments that nod to American cuisine and beverages. Leonti doesn’t expect Starbucks to follow a strict interpretation of Italian espresso, or for that to be the draw, especially for young, cosmopolitan Milanese. Over the next 30 years, he exported his idea of the Italian coffee-drinking experience into more than 28,000 locations in 78 countries. "The Italian café is a culture that the Americans have repackaged," said a spokesman for one of Starbucks' European competitors. The classic Italian cafe experience feels like what their grandfather did. There are 149,429 coffee bars in Italy, and 63.8 percent of Italians have their breakfast at coffee bars or coffee-pastry-shop hybrids, each spending an average of 2 to 3 euros for coffee and a breakfast pastry, according to a 2017 report by FIPE (the Italian Federation of Public Exercises). In the announcement, Schultz noted that the first cafe in Milan would have a bar and that espressos would cost about the same as those at neighborhood shops. This inscription, translated from Italian, shines bright — literally, it’s backlit — on a wall in Starbucks’s newest location in Milan, Italy. "Most cafes aren’t even equipped with proper to-go cups, but will sell coffee to take away in flimsy plastic cups," notes Parla. The city of Naples boasts Cup Cap’s Café, whose tagline is “American Style, Neapolitan Coffee.” On this note, purists just have to acknowledge the obvious: There is, indeed, a high demand for beverages beyond the espresso/macchiato/cappuccino trifecta. "Most cafes aren’t even equipped with proper to-go cups, but will sell coffee to take away in flimsy plastic cups," notes Parla. “Caffè” means “espresso” by default. – So this is a little bit darker. That’s all the company has announced about the look of the cafe, though a spokesperson did note, "It will be designed with deep respect for the people of Italy and their appreciation of the art of coffee.". Tizzy’s NY Bar and Grill, located on the Naviglio, is a New York-style diner, complete with subway tile, that offers a slightly refined version of diner fare. Every American food chain that has expanded into Italy (or France for that matter) has done a lot of handwringing, at least publicly, over how its designers, culinary team, and marketing managers plan to approach a country with such a proud, established food culture. But it might prove a bitter taste for locals, “Dedicated to Milan, the city that inspired our dreams. When he was Starbucks’s CEO, Howard Schultz sold Americans on his version of Italian coffee culture. Schultz's translation of Italian cafes is like the Venetian casino’s take on a Renaissance city. 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