Jonathan Morris

What Will Italy’s Discerning Coffee Drinkers Make of Starbucks?

“With great humility and respect” Starbucks has announced it intends to open its first outlets in Italy in 2017. For Howard Schultz, who transformed the Seattle roaster from 17 stores focused on selling coffee beans into a global chain with more than 22,500 outlets, this latest opening is different. It was in Milan in 1983 that Schultz first experienced the theatre of Italian espresso bars and conceived the notion of opening similar establishments in the US: 34 years later Starbucks is coming to its spiritual home.

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