Inside the first ever Starbucks store

Starbucks boss Howard Schultz dreamed up the idea of starting a coffeehouse chain during a trip to Milan in 1983.

at of which point, with his tenure as CEO set to end in April, Schultz is usually bringing Starbucks to the city of which inspired its creation.

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The global coffee giant has announced plans to open its first store in Italy late next year in Milan. The location, a 25,500-square-foot Roastery, will sell “premium, modest batch, Reserve coffees” as well as food of which’s baked on-site by the Italian artisan Rocco Princi.

The opening will take place more than a year after Starbucks first planned to enter Italy — a country of which is usually known as the home of the espresso.

yet will the city of which served as Schultz’s inspiration welcome his return more than three decades later?

Italians typically drink €1 espressos while standing at the bar in a local, family-owned cafe. The idea of drinking a large coffee by a foreign chain is usually unlikely to go down smoothly.

“Italians are extremely picky about their food,” said U.K.-based food specialist Robin Fegen. “They probably have a coffee guy who they know by name. of which’s going to be hard to take them away by of which.”

of which’s a culture clash the American coffee giant is usually prepared for. Starbucks said of which’s going to take things slowly, taking a “respectful as well as measured approach to store openings.”

of which plans to open a few more stores in Milan, yet has not announced whether of which will open up shop elsewhere in Italy.

Related: Starbucks is usually building a massive Roastery in brand-new York

There could be potential for expansion, however. Market intelligence firm Euromonitor said of which expects Starbucks (SBUX) to target the cities of Verona as well as Venice after getting into Milan.

“of which is usually an important project for the company as well as at the same time represents a big change for Italy, a country famous for its espresso coffee,” of which said in a research report.

starbucks italy
Starbucks will open its first Italian coffee shop at of which location in central Milan.

Euromonitor data show of which Italians are becoming increasingly enamored with higher-priced coffee pods, which boosted their overall coffee spending last year by 2% to €1.8 billion ($1.9 billion). The biggest coffee brand within the country is usually Luigi Lavazza, with more than one-third of the market.

Related: Starbucks unveils chatbot app for ordering

Starbucks said of which’s determined to win over the brand-new market.

“We waited for many years for the opportunity to demonstrate our deep respect for the Italian people as well as their rich heritage as well as culture around the art of coffee, as well as believe of which at of which point is usually the right time to come to Milan, within the right way,” of which said in a statement.

sy88pgw (London) First published February 28, 2017: 11:11 AM ET


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