Starbucks Steps Into Italy’s Espresso Paradise
On September 6th, the famous Seattle coffee chain rolled out its first Italian outlet—a sprawling 2,300‑square‑metre “Reserve Roastery” in Milan. The move marks a bold, almost audacious venture into a country that counts espresso as a national pastime.
Why It Matters
- Italy is home to 6 billion espresso shots per year—fuel for locals that is almost as essential as the city’s fashion.
- Starbucks, already a staple across Europe, finally boots up a shop in 70‑plus‑year coffee country, after putting off the launch for three years.
- Howard Schultz, the former CEO now “chairman emeritus,” talks about the journey with “humility” and a love for community‑spitting espresso bars.
What Schultz Says
He recalls his first Milan visit in 1983:
I was struck by how people connected over a cup of coffee, genuinely and freely. Those moments—between baristas and customers—are pure serendipity.
With Rome and other capitals waking up to coffee culture, Starbucks wants to add a spark to the scene.
The Market Snapshot
According to market research firm NPD Group, coffee chains comprised only 20 % of Italy’s catering market. But that 20 % is growing at a rapid 4 % annually. Also, Italians are shifting from “quick sugar‑shot” espressos to a more quality‑driven, experience‑centric approach.
Key Consumer Target
- Primarily Millennials (18‑34) who are more open to specialty coffee.
- Traditional cafés still thrive, but Starbucks aims to capture a distinct segment looking for “sophistication” and a curated atmosphere.
Industry Opinions
Alexandre Loeur of Euromonitor says hitting Italy is a tough challenge, with many Italians calling it “ridiculous.” Yet younger consumers—like in France—are receptive to specialty blends. The long‑term outlook looks promising.
Local Reactions
- Alessandro Panzarino from Cafe Martini near the new store says he’s “a bit cautious” but expects an initial tourist spike.
- He wonders whether people will keep coming back or get bored after the hype fades.
- Simone Dusi, age 35, is skeptical: “I don’t like Starbucks. I love strong, unadulterated espresso. No Frappuccino for me!”
- Prices matter— a standard Milanese espresso costs around €1 (roughly $1). Will Starbucks’ premium pricing win?
Corporate Context
Starbucks had a turnover of $22.4 billion in 2017 and runs about 29,000 stores worldwide. With 12,000 in the U.S. and 3,300 in China, the company plans to shutter 150 U.S. outlets this year amid a slowdown.
Bottom Line
The Milan reserve roastery will be a headline‑making highlight—blending an American brand with an Italian heart that demands respect for espresso tradition. Whether the giant coffee chain will cement a foothold remains to be seen; the next few months will tell if Italians will trade their beloved espresso for a Starbucks‑styled experience.
