”How do you take yours?”
I have just seen reports of the most outstanding coffee concept in Milan. Arguably the most extraordinary feature about it is that it’s a Starbucks. You can already hear protests mounting, see the pitchforks being raised and feel a certain sector willing it to fail on its proverbial backside (‘culo’ in Italian).
Apart from those gasping in the apparent attempt to usurp Italy’s beloved national drink – a strong, well-made, reasonably priced expresso – you can also hear the loud eye-rolls of the coffee snobs who renounce all global chains as if they were evil personified. How dare they come with their weak, diluted, coffee-flavoured milkshake … charging everyone double the price for the privilege!
It’s a good job Starbucks came with a plan. They have taken decades to fashion their approach to the Italian market – their 78th nation conquered if you’re counting – and have wisely opted for ‘humility and respect’ in order to capture a share of the six billion expressos consumed there annually.
Keeping in mind the quality and experience that today’s consumers expect, Starbucks have presented their ‘most beautiful store to date’ , boasting handcrafted mosaic floors, heated marble counter tops, a wood oven bakery, a 27 foot bronze cask roaster, an open-air terrace and an affogato station. In this way they have delivered a fully immersive coffee lovers’ experience, allowing all to witness the roasting process whilst they wait for their coffee fix.
