Get inside one of these places and you’ll find the same atmosphere that Starbucks shops everywhere are trying to replicate. Schultz’s idea was to export and franchise an Italian-style coffee shop to North America, to bring the Italian experience to his shores. This type of vibe is still very much present in most of Italian coffee shops everywhere. What better place to get caught up on the morning newspaper, to meet friends and discuss current events? Schultz wanted his coffee shops to be that place, a sort of living room outside your own home, which has always been part of the charm of Italian bars. He named his first stores Il Giornale for this reason. After his initial trip to Milan, Schultz realized that in Italy coffee shops or bars have always been a place to stay, relax, discuss and meet. It was the beginning of Starbucks as we know it today, and as you can see the Italian influence on this brand have been strong from the beginning. A few years later the original founders sold the Starbucks company to Schultz, and he rebranded his shops as Starbucks. Initially the three founders of the company rejected the idea and Schultz left to found his own chain of coffee houses, Il Giornale (“The Newspaper,” in Italian). The first Starbucks was a store for coffee grounds and coffee equipment. After a trip to Milan, Howard Schultz, the Director of Retail Operations and Marketing, advised the founders that they should also begin to sell coffee-based drinks and espresso in the shops. Think it’s weird Starbucks took so long to break into the Italian market? Well, a quick review of Starbucks’ history will show that it’s probably not.
The coffeeshop is in Piazza Cordusio, and on the opening day people queued for three hours to have their latte at the first Starbucks in Italy. Italy resisted all these years without a Starbucks, but the first shop opened in Milan on September 7, 2018. These days Starbucks coffee shops are a common sight on almost every corner, in almost every major American and European city in the world–except Italy.
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