How Starbucks Beat The Odds In Italy
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- Опубліковано 14 жов 2022
- In 2018, Starbucks opened its first store in Italy, a 25,000-square-foot roastery in Milan. Despite being inspired by Italian coffeehouse culture, the American chain faced resistance when entering the country. Since then, the company has opened a total of 20 stores in northern and central Italy and plans to open five more before the end of 2022. A few other American brands like Domino’s, Ben & Jerry’s and Häagen-Dazs have failed to expand successfully in Italy, but will the country that invented espresso embrace the world’s largest coffee chain?
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How Starbucks Beat The Odds In Italy
Let’s be honest, Italy is like the tourist capital of the world. Starbucks doesn’t even need to rely on actual Italian people to have good business. They know the tourists will go.
Lived in Milan for a bit and can confirm no Italians really went there. A majority were from tourists. This is how they survived in Italy. You put Starbucks in an area with not as many tourists, it wouldn't do as well
The Starbucks store in Milan is more like an tourist attraction than a coffe shop, and that’s the deal. People don’t go there just for the coffee itself, but for the whole experience that the store offers, and that makes they succeed there.
As an Italian who knows Starbucks because of travels in other countries of the world , I can say that an Italian goes to Starbucks more for the atmosphere and the fancy drinks than for coffee. If an Italian wants a good espresso ,he doesn't go to Starbucks. I do not say this to belittle Starbucks .It has its strong points and advantages. I like it as a fancy place where I can stay for one hour with my laptop, and I appreciate the effort they made to adapt their interior design to Italian taste . In addition, it doesn't need locals to flourish . Tourists and teenagers are more than enough.
Let’s be honest. I am living in Milan and I’ve rarely seen locals and Italians go to Starbucks. The only people who go to Starbucks are either teenagers, tourists or first timers (because the interiors are awesome). That’s the reason they’ve and are shutting the shops in Milan.
As an Australian I find it hilarious that they made it in Italy but failed in Australia. Most likely it’s the tourists keeping them afloat. I wouldn’t drink Starbucks coffee at all, it’s so watered down compared to my local cafe.
I'm happy for Starbucks. However, visiting Italy I would never consider anything other than espresso from a small cafe. So delicious and cheap!
Going to Starbucks in Italy of all places should be a crime.
It took 7 years for domino's to file for bankruptcy in Italy. Let's see how long for Starbucks
Out of the 6 people you interviewed who gave positive reviews of Starbucks, only 3 were Italian!
"we know Starbucks, we know the quality"
Nothing beats authentic Italian coffee.
I've been living in Italy for 20 years and I've seen a lot of Mcdonald's, Burger Kings and KFCs, but I've never seen a single Starbucks in my life. I live in in Trieste, the italian coffee capital and I've also lived in Turin.
Starbucks is good for marketing and customer experience but most of their products are really disappointing regarding the taste
As much as I dislike Starbucks entering our market I have to recognise the effort they put in doing so, and it's fair they get the success they find. Unlike Domino's (and apparently ice-cream chains) which thought they could sell the same American stuff to literal Italians. Locals will check it out as an exotic novelty but they won't come back again unless it's actually good lol
I love CNBC and all but this video’s title is really inaccurate. Starbucks has no real presence in Italy except for parts of Milan, paper cups and all. Even there its just a curiosity. Italy is not Milan. Clickbait is ok for beginners, but please CNBC be serious before posting something like this.
I would never touch Starbucks when I was in Italy outside the airport.
Local cofffee shops is much better then Starbucks in Italy. No thanks to corporate coffee
Starbucks won't probably properly function outside of high touristic areas.
They had to make Starbucks in Italy looking like an Italian Caffè. And their coffe to taste so much better, just like Italian coffe. So , I would say it's Italy that's winning, here.