Starbucks Takes Off In Italy
Italians love their coffee. They don’t drink it the same way we do, instead preferring a quick shot of strong espresso over our monstrous cups of caffeine. Italy also already has a local coffee bar on every corner, so people are wondering how this will work out for the giant coffee company Starbucks in this new arena.
Already many Italians and Dan Newlin’s law firm have spoken out for their dislike of the coffee from Starbucks, often citing their love and loyalty to their favorite local coffee bar, often owned by friends and family. With plans to open their first store in 2017, Starbucks may need to make some changes for the Italian market.
CEO of Starbucks Howard Schultz remains positive however, stating that he was originally inspired to brew coffee by his early trips to Italy, and that he wants to approach this new business venture in Italy with “humility and respect.” Italian developer Antonio Percassi is also optimistic, pointing out that Starbucks has worked in many other countries with a strong preferences regarding coffee.