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Why is Starbucks afraid of Italy?
The evolution of Starbucks certainly absorbed some of the Italian coffee tradition, but it was structured around the American society. Despite being inspired on the Italian culture, therefore, it is probable that the Starbucks model would not fly in Italy. It is about “slow food” as opposed to the American “fast food”.
Why is coffee so important to Italians?
Coffee in Italy It is at this moment that coffee began to become the drink that most of all recalls that sense of conviviality and family that are among the founding values of Italian spirit. The coffee began to be an opportunity for friends and lovers to meet in different shops to share the unique taste of this drink.
Did coffee originate in Italy?
No, coffee was not invented in Italy but coffee culture as we know it did originate here. Today Italy is a country of coffee aficionados who will not tolerate (or visit) an establishment that has bad coffee. Italians will even skip coffee in a restaurant to have one at a favorite bar, it is just that important.
What makes Italian Starbucks different?
Technology will be the key differentiator for Italian Starbucks. Along with free WIFI, customers will have access to a “Starbucks digital network” streaming movies and tv shows. Deeply rooted coffee culture. Italian customers have a strong bond with their habits, particularly when it comes to coffee and food.
Why did Starbucks decide to open a Starbucks in Milan?
Moving into the Italian market is a huge risk for Starbucks, however by first opening in Milan, they will be able to take advantage of the large tourist market. It is the least risky option for them and a gentle step into the Italian market to test their acceptance of the longer coffee drinking customer experience.
How do Italians drink their coffee?
Typically, an Italian will enter the coffee shop, simply ask for a coffee (which is an espresso – this is the standard drink), stand up at the counter, drink the coffee which takes just a few minutes, then leave. You can see that both the drink and the behaviour differ a lot from the typical Starbucks experience.
Why is Starbucks so successful in different cultures?
The success and acceptance of Starbucks by different cultures stems from its carefully planned business strategy – localization. With localization, Starbucks is able to adapt to the tastes of different cultures, managing to convince consumers in other locations to drink coffee.