Table of Contents<\/p>

• Starbucks in Italy, the place where this brand was born<\/a><\/li>
• To get a coffee in Italy: a ritual which struggles with technology<\/a><\/li>
• Starbucks in Milan, all the strengths and the potential keys to its success<\/a><\/li><\/ul><\/div>\n\n

  If you are in Milan on holiday or you need to get there for a job meeting you may have a rest in a familiar place: the first Starbucks in Italy<\/strong> opened in Milan in September, a stone’s throw away its famous Cathedral, in the city center.
  \nWhy this American colossus of coffee struggled to open in Italy and what are the strengths of this coffee bar that can become the key to its success?<\/p>\n

  Starbucks in Italy, the place where this brand was born<\/span><\/h2>\n

  Milan is considered the spiritual birthplace of Starbucks, because there its founder Howard Schultz was inspired to open his lucky franchise.
  \n\u201cDuring my first trip to Milan in 1983, I was captivated by the sense of community I found in the city\u2019s espresso bars \u2013 the moments of human connection that passed so freely and genuinely between baristas and their customers”. So Schultz wrote in a release<\/a>. In 1988, he acquired Starbucks, with the intent to introduce the Italian coffee experience to Americans.
  \nNow there is an opposite challenge: it is about exporting a new coffee experience in Italy, in a place where the conviviality that is gathered around the coffee is combined with a new concept of technology.
  \nFrom these premises, on September 7, Starbucks opened to the public its first store in Italy, the Starbucks Reserve Roastery<\/strong>: it is the most beautiful Starbucks in the world and one of the three existing Roasteries in the world. It is housed in the historic and elegant Palazzo delle Poste Building<\/strong> in Piazza Cordusio in the center of town. and has a 25,000 square-foot space.<\/p>\n